吉他的销售模式
关于销售，有渠道销售和直销，很多it产品都是选择渠道销售，dell在美国是很成功的直销例子。但是这样的情况是不是都适合中国的国情？最近的dell（中国）和gateway（中国）都以渠道销售为主了，很明显，这样的模式才能更适合中国的国情。好了，回到吉他的营销上来，duke的吉他是非常不错的，但据我所知，并没有建立渠道进行销售，全国各地的老师几乎没有在销售duke的吉他，是为什么呢？很简单：建立渠道必须得给渠道留很多的利润，这点duke不肯牺牲利润。换句话说，那很有可能duke选择了直销，如果是这样单个吉他的利润虽然提高了很多，但销售规模扩不大，量上不去。直销的模式在吉他这行，会逐渐被淘汰。
个人直言，如有冒犯，请多包涵！:lol 产品本身决定了销售模式
也不是所有的产品都靠渠道销售
一般来说，非消费类的高端产品，大多采用直销方式。不简单是利润保障的问题，更多涉及品质保障，产品定位和产品形象，定制开发，个性服务等等很多问题。就看产品如何定位了
我估计，guitarw销售的产品，是定位高端，而且涉及产品定制，个性服务等等
至于说利润---在商言商，没有利益的事情大家都不会去做。 用电脑的有多少啊，弹吉他的又有多少啊，不能这样比嘛。
原帖由 clock 于 2008-8-3 06:21 PM 发表 http://bbs.guitarw.com/images/common/back.gif
关于销售，有渠道销售和直销，很多it产品都是选择渠道销售，dell在美国是很成功的直销例子。但是这样的情况是不是都适合中国的国情？最近的dell（中国）和gateway（中国）都以渠道销售为主了，很明显，这样的模 ... 俗話說: 有錢能使鬼推磨, 對部份老師而言, 利潤高的吉他就是好吉他, 想像一下四五成(之於成交價)的利潤所產生的動力! 相較於此種銷售模式, 一個優秀的經銷商所能提供的服務更有價值得多: 提供不同價位和不同類型的琴, 以符合多種需求.
Byers曾在信中表示他認為吉他老師最大的興趣應該放在如何教育學生而非賣琴謀利, 但這種想法對於華人世界或許太過天真了. 利用資訊不對等的優勢, 盡可能地靠賣琴賺錢, 這樣他們才能繼續為吉他教育和推廣盡力, 我認識有人會認同這樣的態度. 我的一位朋友這麼說: 現在這個世界, 本來就是salesman最賺.
以下是Greg Byers的電郵內容:
Hello Jam:
It is disturbing for me to hear that teachers take 40-50%. I suppose
if a teacher picks out a guitar and purchases it and then offers it to
a student, then they are within their rights to do this, but to be
ethical they ought to let the student know that they could skip the
middleman (their teacher) and get a similar guitar a lot cheaper. If
they try to monopolize the sale of guitars to their students, rather
than offer advice independent of any potential profit, then I think
this is completely unethical. They are being paid to teach, and a good
teacher has the best interests of their student in mind.
Some teachers in America do this, but I don't think it is typical.
Maybe I am naive. It sounds like you have a good following in spite of
this. If you are not being paid enough, you just have to raise your
prices to meet your needs. You may find that players take you more
seriously if your guitars cost more. The only time you should give a
discount is if you are selling to dealers. Give them about a 25-30%
discount and let them mark it up double. You may find a dealer who
will go for this. Players will then be able to acquire one of your
guitars (1) after having tried it out, and (2) without having to wait.
Many will pay extra for this.
Best Wishes, Greg
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