CN111768222A - On-line marketing business model of entity circulation channel - Google Patents
On-line marketing business model of entity circulation channel Download PDFInfo
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- CN111768222A CN111768222A CN202010500600.XA CN202010500600A CN111768222A CN 111768222 A CN111768222 A CN 111768222A CN 202010500600 A CN202010500600 A CN 202010500600A CN 111768222 A CN111768222 A CN 111768222A
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Abstract
The invention relates to the technical field of business modes, in particular to an online marketing business mode of an entity circulation channel, which is based on an online transaction platform and comprises a manufacturer module, a regional distributor module, a terminal store module, a shopping arrival module and a consumer module which are registered by the online transaction platform, wherein the manufacturer module is used for making and providing products and product activity schemes, collecting payment, issuing and drawing, and issuing and picking codes according to sold commodities. Has the advantages that: the online sale line is sold and taken, and the participation of the offline entity operating shop is improved, so that the online sale does not impact the offline sale channel; the manufacturer directly customizes the activities, can offer the benefits to the maximum extent, reduces the price increase of intermediate links and brings benefits to consumers; manufacturers control market data, and the product marketing and market control force is stronger; the real online and offline combination allows an entity channel to avoid the online and offline simultaneous strength marketing, and improves the marketing strength of products.
Description
Technical Field
The invention relates to the technical field of business models, in particular to an online marketing business model of an entity circulation channel.
Background
Currently, the online sales channel has a great impact on offline entity sales. The price of the product sold on line is much lower than that of the product sold off line, the main reason is that the profit is grasped very low, and the sales volume is particularly large because of the factors of wide sales surface, large flow, more marketing schemes, multi-scene purchasable and the like. Meanwhile, the price is low, so that a huge impact is formed on the sale of like products of the next physical store.
The traditional entity selling channel is the fundamental selling life pulse of all manufacturers, so that many manufacturers can find no way about the traditional entity selling channel, but the online selling channel has to be utilized to expand the selling performance of the manufacturers, so that the online selling mode is loved and hate. And the cost on the off-line is different, which causes different selling prices of the commodities, and is easy to cause the phenomenon that the goods accumulation in the off-line entity selling channel is serious, thus seriously influencing the off-line popularization and sale of the commodities.
Disclosure of Invention
The present invention provides an online marketing business model of physical distribution channels to solve the above problems.
The technical scheme of the invention is realized as follows:
an on-line marketing business mode of an entity circulation channel is based on an on-line trading platform and comprises a manufacturer module, a regional distributor module, a terminal store module, a shopping arrival module and a consumer module which are registered by the on-line trading platform,
the manufacturer module is used for making a scheme for providing products and product activities, collecting the payment of the products, issuing and drawing the payment, and issuing the goods taking code according to the sold goods;
the regional distributor module is used for the regional distributor to receive manufacturer activities and manage subordinate terminal stores, and sufficient supply and verification of goods taking codes are guaranteed;
the terminal store module is used for enabling a merchant to obtain the activities of the manufacturer by one key, popularizing and selling commodities in an online store and offline physical store mode, and providing physical commodities for consumers and goods taking codes in hands of the consumers for verification and sale according to the goods taking codes;
the shopping reach module is used for improving the sales volume and the sales range of the commodity by the shopping reach in a live broadcast or promotion mode, and obtaining the sales promotion according to the sales promotion range;
and the consumer module is used for browsing the manufacturer activities by consumers, purchasing commodities, acquiring the goods taking codes and then exchanging the goods taking codes to the corresponding terminal stores by virtue of the goods taking codes to verify and sell the goods.
Further, the manufacturer module comprises a subordinate merchant management module, a fund management module and an activity order management module,
the subordinate merchant management module is used for auditing, dividing and managing the regional distributors and the terminal stores of manufacturers so as to facilitate timely understanding of the sales condition of commodities by each regional distributor and each terminal store;
the fund management module provides all the collection and payment management conditions for the manufacturer, the payment of the sold commodities directly enters the account of the manufacturer, the manufacturer provides performance share and bonus for regional distributors, terminal stores and shopping dealers according to the sale, and the refund of the commodities is also directly responsible for the manufacturer;
the activity order management module is used for a manufacturer to edit and release commodity activities, guarantees that the selling prices of online commodities are the same as those of offline commodities under the condition that the manufacturer, regional distributors and terminal stores are guaranteed to be profitable, and meanwhile, learns the commodity selling conditions of all regions.
Further, the activity content issued by the manufacturer comprises activity starting time, ending time, commodity quantity, product picture of single purchase quantity, product information, product description, price, distribution reward, check code reward and distribution expense, and the activity types comprise but are not limited to hour-limit second killing, price cutting activity and grouping activity.
Further, the activity promoters include regional distributors, end stores, and shopping dealers, and the activity promoters may participate in activities of at least one of the vendors at a time.
Furthermore, regional distributors, terminal stores, shopping dealers and consumers can inquire all activity records of the local distributors, the terminal stores, the shopping dealers and the consumers through the online trading platform.
Furthermore, the user can become an area distributor or a terminal store of the manufacturer through active application, the area distributor and the terminal store know the activity information issued by all manufacturers through the online trading platform, and the terminal store shares the activity content after selecting the participating activities on the online trading platform, so that the consumer can purchase the activity content conveniently.
Furthermore, the regional distributor can check the sales condition and the verification and cancellation condition data of subordinate terminal stores through the online trading platform, performs planned distribution on the terminal stores according to the data condition, verifies and cancels the goods taking codes received by the terminal stores during distribution, sends the goods taking codes subjected to verification and cancellation to manufacturers, and obtains corresponding distribution money.
Furthermore, the shopping tare sells the commodities through the shared shopping connection, and when each seller purchases the commodities through the shopping connection shared by the shopping tare, the shopping tare can automatically obtain the sales and the extraction.
Further, the consumer may purchase the product online through the online trading platform and obtain the product from the nearest terminal store, or may directly purchase the product offline at the terminal store.
By adopting the technical scheme, the invention has the beneficial effects that: the online sale line is sold and taken, and the participation of the offline entity operating shop is improved, so that the online sale does not impact the offline sale channel; the manufacturer directly customizes the activities, can offer the benefits to the maximum extent, reduces the price increase of intermediate links and brings benefits to consumers; manufacturers control market data, and the product marketing and market control force is stronger; the real online and offline combination allows an entity channel to avoid the online and offline simultaneous strength marketing, and improves the marketing strength of products.
Drawings
In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, and it is obvious that the drawings in the following description are only some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to these drawings without creative efforts.
Fig. 1 is a schematic diagram of the principle of the present invention.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
As shown in fig. 1, an online marketing business model of an entity circulation channel is based on an online transaction platform, and includes a manufacturer module, a regional distributor module, a terminal store module, a shopping arrival module and a consumer module which are registered by the online transaction platform, and a person can be simultaneously registered as any one or more of the manufacturer, the regional distributor, the terminal store, the shopping arrival and the consumer, and the registration of different identities requires different information verification, and the online transaction platform is registered with different identities and has different rights and different contents.
The manufacturer module is used for manufacturers (the manufacturer concept comprises manufacturers, regional distributors, regional agents or pure commercial operation management mechanisms in a certain region, such as chain singing halls, chain restaurants, chain hardware stores and the like) to set and provide products and product activity schemes, and to issue goods picking codes according to sold goods, wherein in the same activity scheme, people with different identities see the same selling price (spot price), and the selling prices are different;
the regional distributor module is used for the regional distributor to receive manufacturer activities and manage subordinate terminal stores to ensure sufficient supply and goods code verification, after the regional distributor applies for participation in the manufacturer activities, the manufacturer needs to verify the qualification of the regional distributor, and the regional distributor can participate in the activities after the verification is passed;
the terminal store module is used for a merchant to receive the activities of the merchant by one key, popularizes and sells commodities in an online store and offline physical store mode, provides the goods taking codes of the physical commodities and the goods taking codes in the hands of the verification and sale consumers for the consumers according to the goods taking codes, the consumers take goods from the stores according to the goods taking codes, and the corresponding commodities are exchanged for the distribution money from the merchant according to the goods taking codes after the verification and sale of the goods taking codes by the terminal store;
the shopping reach module is used for improving the sales volume and the sales range of commodities by a shopping reach in a live broadcast or promotion mode, and obtaining sales promotion results, wherein the shopping reach can be an independent individual and can also be a professional in other industries, such as food industry activities, and shop owners of shops such as fruit shops, barbershops, clothing shops and the like can be used as the shopping reach to apply for exclusive two-dimensional code posters for promotion and promotion, so that the promotion range is expanded, and rewards can be obtained from transactions caused by promotion.
And the consumer module is used for browsing the manufacturer activities by consumers, purchasing commodities, acquiring the goods taking codes and then exchanging the goods taking codes to the corresponding terminal stores by virtue of the goods taking codes to verify and sell the goods.
In this embodiment, the manufacturer module comprises a subordinate merchant management module, a fund management module and an activity order management module,
the subordinate merchant management module is used for auditing, dividing and managing the regional distributors and the terminal stores of manufacturers so as to facilitate timely understanding of the sales condition of commodities by each regional distributor and each terminal store;
the fund management module provides all the balance management conditions for the manufacturer, the payment of the sold goods directly enters the account of the manufacturer, the manufacturer provides performance scores and bonus points for regional distributors, terminal stores and shopping dealers according to the sale, the refund of the goods is also directly responsible for the manufacturer, the regional distributors, the terminal stores, the shopping dealers and the consumers are all provided with independent fund management modules on an online trading platform and used for obtaining distribution money, bonus points or purchased goods, and the fund in the fund management module can be presented;
the activity order management module is used for a manufacturer to edit and release commodity activities, guarantees that the selling prices of online commodities are the same as those of offline commodities under the condition that the manufacturer, regional distributors and terminal stores are guaranteed to be profitable, and meanwhile, learns the commodity selling conditions of all regions.
The business model ensures that real data ownership and market control right are firmly controlled in the hands of manufacturers, further improves business operation efficiency and benefits maximization, and simultaneously ensures that each link in the physical channel circulation obtains greater benefits (such as store drainage for terminal stores and passenger flow improvement, and such as regional distributors at all levels improve capital turnover rate, and reduce goods overstocked inventory and other additional benefits).
Because the manufacturer controls various data of each link, the system can provide more detailed and detailed sales data summary analysis for the manufacturer, and in a big data era, the manufacturer is helped to more accurately control the market trend, understand the requirements of consumers, make good products and provide data guidance of further marketing schemes, thereby really serving the masses of people.
In this embodiment, the activity content issued by the manufacturer includes activity start time, end time, commodity quantity, product picture of single purchase quantity, product information, product description, price, distribution reward, check code reward, and delivery fee, and the activity type includes but is not limited to hour-limit second killing, price cutting activity, and grouping activity.
In this embodiment, the activity promoter includes regional distributors, terminal stores, and shopping reach persons, the activity promoter may participate in activities of at least one manufacturer at the same time, one regional distributor may participate in activities of a plurality of different manufacturers, one manufacturer may issue different activities of the same item in different time periods, and may also issue activities of issuing a plurality of items at the same time, one terminal store may belong to subordinate terminal stores of a plurality of regional distributors (each regional distributor operates differently to participate in the activities) at the same time, and when participating in the activities, each terminal store of the same activity can only become a subordinate terminal store of one regional distributor at the same time, for example: manufacturers A release activities related to dust collectors, and have B, C, D and E four regional distributors, and when one regional distributor wants to participate in the activities, the regional distributors A can only become subordinate terminal stores of one of B, C, D and E four regional distributors within the same time period, but cannot simultaneously become subordinate terminal stores of B, C or B, D, two or more regional distributors, and the like.
In this embodiment, the regional distributors, the terminal stores, the shopping destinations, and the consumers can query all activity records of their own participation through the online trading platform.
In this embodiment, the user can become the regional distributor or the terminal store of the manufacturer through active application, the regional distributor and the terminal store know the activity information issued by all manufacturers through the online trading platform, and the terminal store shares the activity content after selecting the participating activity on the online trading platform, so that the activity content is convenient for the consumer to purchase, and can share the activity content in a two-dimensional code or website link mode.
In this embodiment, the regional distributor can check the sales condition and the verification and cancellation condition data of the subordinate terminal stores through the online trading platform, perform planned distribution to the terminal stores according to the data condition, verify and cancel the goods picking code received by the terminal stores during distribution, send the goods picking code subjected to verification and cancellation to the manufacturer, and pick up the corresponding distribution money.
In this embodiment, the shopping tare sells the commodities through the shared shopping link, and when each seller purchases the commodities through the shopping link shared by the shopping tare, the shopping tare can automatically obtain the sales allowance, and the sales allowance obtained by the shopping tare is directly provided by the manufacturer.
In this embodiment, the consumer may purchase the product online through the online transaction platform and obtain the product from the closest terminal store, or may directly purchase the product offline at the terminal store.
The above description is only for the purpose of illustrating the preferred embodiments of the present invention and is not to be construed as limiting the invention, and any modifications, equivalents, improvements and the like that fall within the spirit and principle of the present invention are intended to be included therein.
Claims (9)
1. An on-line marketing business model of an entity circulation channel is based on an on-line trading platform and is characterized in that: comprises a manufacturer module, a regional distributor module, a terminal store module, a shopping arrival module and a consumer module which are registered by an online transaction platform,
the manufacturer module is used for making a scheme for providing products and product activities, collecting the payment of the products, issuing and drawing the payment, and issuing the goods taking code according to the sold goods;
the regional distributor module is used for the regional distributor to receive manufacturer activities and manage subordinate terminal stores, and sufficient supply and verification of goods taking codes are guaranteed;
the terminal store module is used for enabling a merchant to obtain the activities of the manufacturer by one key, popularizing and selling commodities in an online store and offline physical store mode, and providing physical commodities for consumers and goods taking codes in hands of the consumers for verification and sale according to the goods taking codes;
the shopping reach module is used for improving the sales volume and the sales range of the commodity by the shopping reach in a live broadcast or promotion mode, and obtaining the sales promotion according to the sales promotion range;
and the consumer module is used for browsing the manufacturer activities by consumers, purchasing commodities, acquiring the goods taking codes and then exchanging the goods taking codes to the corresponding terminal stores by virtue of the goods taking codes to verify and sell the goods.
2. The on-line marketing business model of the entity distribution channel of claim 1, wherein: the manufacturer module comprises a subordinate merchant management module, a fund management module and an activity order management module,
the subordinate merchant management module is used for auditing, dividing and managing the regional distributors and the terminal stores of manufacturers so as to facilitate timely understanding of the sales condition of commodities by each regional distributor and each terminal store;
the fund management module provides all the collection and payment management conditions for the manufacturer, the payment of the sold commodities directly enters the account of the manufacturer, the manufacturer provides performance share and bonus for regional distributors, terminal stores and shopping dealers according to the sale, and the refund of the commodities is also directly responsible for the manufacturer;
the activity order management module is used for a manufacturer to edit and release commodity activities, guarantees that the selling prices of online commodities are the same as those of offline commodities under the condition that the manufacturer, regional distributors and terminal stores are guaranteed to be profitable, and meanwhile, learns the commodity selling conditions of all regions.
3. The on-line marketing business model of the entity distribution channel of claim 2, wherein: the activity content released by the manufacturer comprises activity starting time, ending time, commodity quantity, single person purchase quantity product picture, product information, product description, price, distribution reward, code reward and distribution expense, and the activity types comprise but are not limited to hour-limit second killing, price cutting activity and grouping activity.
4. The on-line marketing business model of the entity distribution channel of claim 3, wherein: the activity promoters include regional distributors, end stores, and shopping dealers, and the activity promoters may participate in activities of at least one of the vendors at a time.
5. The on-line marketing business model of the entity distribution channel of claim 4, wherein: the platform registrant can inquire all activity data issued or participated by the platform registrant through the online trading platform.
6. The on-line marketing business model of the entity distribution channel of claim 5, wherein: the user can become an area distributor or a terminal store of a manufacturer through active application, the area distributor and the terminal store know activity information issued by all manufacturers through an online trading platform, and the terminal store shares activity content after selecting a participated activity on the online trading platform so as to be convenient for a consumer to purchase.
7. The on-line marketing business model of the entity distribution channel of claim 6, wherein: the regional distributor can check the sales condition and the verification and cancellation condition data of subordinate terminal stores through the online trading platform, carries out planned distribution on the terminal stores according to the data condition, verifies and cancels the goods taking codes received by the terminal stores during distribution, sends the goods taking codes after verification and cancellation to manufacturers and receives corresponding distribution money.
8. The on-line marketing business model of the entity distribution channel of claim 7, wherein: the shopping reach sells the commodities through the shared shopping connection, and when each seller purchases the commodities through the shared shopping connection of the shopping reach, the shopping reach can automatically obtain the sales and the promotion.
9. The on-line marketing business model of the entity distribution channel of claim 8, wherein: the consumer can purchase the commodity on line through the on-line transaction platform and get the commodity from the nearest terminal store, or can directly purchase the commodity off line at the terminal store.
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
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| CN112399195A (en) * | 2020-11-17 | 2021-02-23 | 播商(广州)科技有限公司 | One-stop retail live broadcast matrix platform based on network operation |
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