aae市场营销学双语课件 什么是分销渠道.ppt

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1、什么是分销渠道?Asetofinterdependentorganizations(intermediaries)involvedintheprocessofmakingaproductorserviceavailableforuseorconsumptionbytheconsumerorbusinessuser.Channeldecisionsareamongthemostimportantdecisionsthatmanagementfacesandwilldirectlyaffectevery

2、othermarketingdecision.中间商为何很重要?Greaterefficiencyinmakinggoodsavailabletotargetmarkets.Offerthefirmmorethanitcanachieveonit’sownthroughtheintermediaries:ContactsExperienceSpecializationScaleofoperationMatchsupplyanddemand.分销渠道的功能ContactFinancingInforma

3、tionRiskTakingPromotionMatchingNegotiationPhysicalDistributionAllUseUpScarceResourcesAllMayOftenBePerformedBetterThroughSpecializationAllCanOftenBeShiftedAmongChannelMembers消费品分销渠道模式DirectIndirectMWJRCMWRCMRCMCChannel1Channel2Channel3Channel4Cha

4、nnelLevel-ALayerofIntermediariesthatPerformSomeWorkinBringingtheProductandit’sOwnershipClosertotheBuyer.渠道合作与冲突Thechannelwillbemosteffectivewhen:eachmemberisassignedtasksitcandobest.allmemberscooperatetoattainoverallchannelgoalsandsatisfythetargetmarke

5、t.Whenthisdoesn’thappen,conflictoccurs:HorizontalConflictoccursamongfirmsatthesamelevelofthechannel.VerticalConflictoccursbetweendifferentlevelsofthesamechannel.Forthechanneltoperformwell,conflictmustbemanaged.纵向渠道类型CorporateCommonOwnershipatDifferentL

6、evelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembersGreaterLesserDegreeofDirectControl渠道选择决策AnalyzingConsumerServiceNeedsSettingChannelObjectives&ConstraintsExclusiveDistributionSe

7、lectiveDistributionIntensiveDistributionIdentifyingMajorAlternativesEvaluatingtheMajorAlternatives运输决策RailNation’slargestcarrier,cost-effectiveforshippingbulkproducts,piggybackTruckFlexibleinrouting×chedules,efficientforshort-haulsofhighvaluegoods

8、WaterLowcostforshippingbulky,low-valuegoods,slowestformPipelineShippetroleum,naturalgas,andchemicalsfromsourcestomarketsAirHighcost,idealwhenspeedisneededortoshiphigh-value,low-bulkitems选择运输方案1.Speed.2.Dependability.3.Capability.4.Avail