中国安防企业目前处于行业集中度较低及中低端市场竞争激烈的局面,整个行业面临着资源整合、洗牌。在这个时候,营销渠道管理显得尤为重要。目前企业采用的营销渠道多为直销、代理营销、区域分销,网络营销作为新兴的营销模式虽然尚不能独立成为渠道载体,但已作为辅助手段起着重要的作用。企业针对不同的营销渠道需要以品牌价值为核心进行管理和监控,降低运营成本,提高利润空间。 At present, China’s security companies are in a situation of low industry concentration and fierce competition in the low-end market. The whole industry is facing resource integration and reshuffling. At this time, marketing channel management is particularly important. At present, most of the marketing channels adopted by enterprises are direct marketing, agency marketing, regional distribution and online marketing. As an emerging marketing model, they can not independently serve as a channel carrier but have played an important role as ancillary tools. Enterprises for different marketing channels need to brand value as the core management and monitoring, reduce operating costs, improve profit margins.