Abercrombie,Health index based on the retail end o

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Health index based on the retail end of the marketing strategy

[Abstract] the crux of market management is difficult to reflect the quantitative indicators of market health, however, market management was largely a matter of fact, especially the retail channel members on the management of the terminal, so that we can through the channel members, especially the health of the retail terminal analysis to determine the operation of the market, and based on these indicators to develop appropriate marketing strategies. [Key words] retail terminal; market coverage; channel stability; carrying capacity; channel utilization new listing or when the manufacturers desire to develop new markets,Abercrombie Paris, manufacturers often use of agents or distribution methods to open up the situation as soon as possible, and quickly gain market advantage. At this time, members at all levels of distribution channel plays an important role. In particular, called the cutting edge of marketing positions in the retail end, directly responsible to provide customers with high value-added products and services to the task. Therefore, the health of the retail terminal is directly related to marketing intent and strategic objectives. So, how to monitor the health of the retail end, and thus take appropriate marketing mix strategy becomes particularly important. First, we must determine the retail end of the health indicators; Second, to quantify the various health indicators; Finally, under the guidance of the various indicators of development of marketing strategy. In addition to health indicators, including retail terminal sales, sales growth rate of the conventional index, but also covers the market coverage, stable rate of retail terminals, retail terminals carrying capacity, channel utilization, and other indices. A health index 1. Market coverage, market coverage is the production company one of the most concerned about market indicators, but it is not determined as use of high forest cover technology for quantitative determination of most enterprises are usually only qualitative judgments by virtue of market experience, resulting in the subjective judgments of this falls far short of the actual situation. How to quantify the market coverage it? Since the manufacturer is an indirect capture the market through retail outlets, then the retail terminal in a number of regional markets and distribution can to a large extent reflect the regional market coverage. We can use all of the regional market covered by a level of retail terminals divided by the number of administrative areas in the region belongs to all of the levels approximated the total number of administrative areas that cover the regional market, such as formula (1) as follows: μ ≈ M / N (1) where, μ, said the regional market coverage; M said that the retail end of a class covered by the number of administrative areas; N that belongs to all of the regional market level administrative region in the the total number. For example, an enterprise in Henan province has 235 retail outlets located in 158 county-level administrative area 88,Abercrombie Paris,Mid-Autumn Festival toy factory, according to the formula (1) can be drawn: the county-level administrative regions in Henan market coverage is about 88/158 = 56%. Similarly, if the company's sales reach has been extended to the township level administrative regions, companies want to know the market coverage at the township level, simply type the numerator and denominator will be replaced by the corresponding number of administrative regions can be. 2. Channel retail terminal stable rate marked a great extent the stability of the maturity of the regional market, but also to reflect the manufacturer's grasp of the channel resources. In the So, how determined the stability of the retail end it? The traditional method can help in a certain period of time to the retail end qualitative evaluation of the stability of flow. However, this is difficult to reflect what the actual commitment to the retail distribution end the task, because the time period in the study registered a retail terminal may be no delivery on the situation. The theory,abercrombie pariss, if one does not pick up the retail end of this month, it really does not amount to our effective this month, the retail end, this time in the calculation of the stability of the retail terminal to be deducted. Therefore, let us look for other ways to adopt new approaches, both retail and delivery terminals volatility of liquidity to solve the problem of the stability of the retail terminal. To quantify the stability of the retail terminal, several rules must be clearly defined. (1) time period rules. All the retail end of the study must be at the same time period, usually one year or six months, the minimum can not be shorter than a quarter. (2) entry and exit rules. In the study time period, new entrants into the retail terminal if need inspection, then the study period must be deducted pre-entry period. For example, a new retail outlets in April just joined, so this year when the study investigated the stability of the retail end of the month for the 9 months, not 12 months. For out in the study period, the retail terminal, usually including the withdrawal of the month. For example, a retail terminal in August for some reason,Abercrombie, out, in the calculation of the study period when the network is usually 12 months,Abercrombie france, instead of 7 months. (3) The delivery volume of rules. During the inspection period, the retail end of the effective delivery must be greater than zero, and for new entrants into the retail end, only after the investigation into the effective delivery month is greater than zero. After the definition of the above rules, we can be a regional market with the stability of the retail end of the period investigated the effective delivery of all retail end of the month and divided by the number of visits received during the inspection of all retail end of the study and to the number of months, said: