1. The operational strength of middlemen. Including the financial status, personnel quality, business area and storage facilities of the middlemen.
2. Management level of middlemen. Including the ability of middlemen to adapt to market changes, the innovative ability to promote goods and the attractiveness to customers to buy goods.
3. The capital operation ability of middlemen. It mainly refers to the analysis of middlemen's financing ability, rational use of funds, capital turnover ability, debt repayment ability and creditor's rights recovery ability.
broker
Intermediary refers to an economic organization or individual with legal personality who participates in commodity trading business between producers and consumers and promotes the occurrence and realization of buying and selling behavior. It is an intermediary link between producers and consumers. Middlemen can be divided into many types from different angles: according to whether they have the ownership of goods, they are divided into dealers and agents. The former is the middleman who owns the ownership of goods in the process of buying and selling goods; According to their different functions in the circulation process, they can be divided into wholesalers and retailers. The former is a middleman who does not directly serve consumers.
Conditions for selecting middlemen:
1, the market scope of middlemen. First of all, we should consider whether the area included in the business scope predetermined by the middleman is consistent with the expected sales area of the product. Secondly, whether the middleman's sales target is the potential customer that the manufacturer hopes is the most fundamental condition.
2. The product policy of middlemen. The types and combinations of products underwritten by middlemen are the concrete embodiment of middlemen's product policies. Because customers will decide to buy competitive products after objectively comparing the products of different manufacturers.
3. Geographical advantages of middlemen. Location advantage is location advantage. The best place to choose a retail middleman should be a place with high customer flow. The choice of wholesale middlemen should consider whether their location is conducive to the bulk storage and transportation of products. Transportation hubs are usually suitable.
4. Product knowledge of middlemen. Many middlemen are chosen by manufacturers with large scale and many brand products, often because they have special experience in selling a certain product.
5. Expected level of cooperation. If the middlemen cooperate well with the production enterprises, they will actively promote the products of the enterprises, which is beneficial to both sides. Some middlemen hope that production enterprises will also participate in sales promotion to expand market demand, thinking that they will get higher profits.
6. Financial status and management level of middlemen. Whether the middlemen can settle accounts on time, including paying in advance when necessary, depends on their financial resources. Whether the sales management of the whole enterprise is standardized and efficient is related to the success or failure of middleman marketing.
7. Promotion policies and techniques of middlemen. The way to promote goods and the ability to use the selected promotion means directly affect the sales scale.
8. The comprehensive service ability of middlemen. There are many modern commercial service projects, and the comprehensive service projects and service capabilities provided by suitable middlemen should be consistent with the service requirements required for enterprise product sales.