《国际市场分销策略》PPT课件

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1、第八章国际市场分销策略ChapterEightChannelsofDistribution内容提要分销渠道及其意义分销渠道的结构分销渠道的设计中间商的选择渠道管理灰色市场2ChapterEightChannelsofDistributionLearningObjective1分销渠道及其意义Explainwhatamarketingchannelisandwhyintermediariesareneeded3ChapterEightChannelsofDistribution分销渠道Marketi

2、ngChannels1分销渠道MarketingChannel供应链SupplyChain一系列互相联系的、促进产品所有权从制造商到商业用户或消费者转移的机构，是联结生产者与消费者的纽带AsetofinterdependentorganizationsthateasethetransferofownershipasproductsmovefromproducertobusinessuserorconsumerTheconnectedchainofallthebusinessentities,b

3、othinternalandexternaltothecompany,thatperformorsupportthelogisticsfunction.4ChapterEightChannelsofDistribution分销渠道功能MarketingChannelFunctions专业化与分工SpecializationandDivisionofLaborChannelsFulfillThreeImportantFunctions克服差异OvercomingDiscrepancies提高交易效率

4、ProvidingContactEfficiency15ChapterEightChannelsofDistribution专业化与分工SpecializationandDivisionofLabor1提供规模经济性Provideseconomiesofscale帮助缺乏直接销售资源的生产商Aidsproducerswholackresourcestomarketdirectly与顾客建立良好联系Buildsgoodrelationshipswithcustomers6ChapterEightCh

5、annelsofDistribution克服差异OvercomingDiscrepancies数量差异DiscrepancyofQuantity分类差异DiscrepancyOfAssortment厂商大量生产、顾客小批量购买Thedifferencebetweentheamountofproductproducedandtheamountanenduserwantstobuy厂商种类狭窄、顾客需求宽泛Thelackofalltheitemsacustomerneedstoreceiveful

6、lsatisfactionfromaproductorproducts17ChapterEightChannelsofDistribution克服差异OvercomingDiscrepancies时间差异TemporalDiscrepancy空间差异SpatialDiscrepancy产品已生产、顾客未准备购买Asituationthatoccurswhenaproductisproducedbutacustomerisnotreadytobuyit厂商地理位置固定、市场分散Thediffere

7、ncebetweenthelocationofaproducerandthelocationofwidelyscatteredmarkets18ChapterEightChannelsofDistribution交易效率ContactEfficiencyZenithSonyRCAToshibaZenithSonyRCAToshiba电子城CircuitCity19ChapterEightChannelsofDistributionLearningObjective分销渠道结构Describethe

8、channelstructuresforconsumerandbusiness-to-businessproductsanddiscussalternativechannelarrangements.210ChapterEightChannelsofDistribution消费品的渠道ChannelsforConsumerProductsProducerProducerProducerProducerConsumersConsumersConsumersConsumersRetai