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ID:50652047
大小:330.00 KB
页数:9页
时间:2020-03-14
《如何完善渠道管.ppt》由会员上传分享,免费在线阅读,更多相关内容在PPT专区-天天文库。
1、什么是分销渠道?Asetofinterdependentorganizations(intermediaries)involvedintheprocessofmakingaproductorserviceavailableforuseorconsumptionbytheconsumerorbusinessuser.Channeldecisionsareamongthemostimportantdecisionsthatmanagementfacesandwilldirectlyaffecteveryothermarketingde
2、cision.中间商为何很重要?Greaterefficiencyinmakinggoodsavailabletotargetmarkets.Offerthefirmmorethanitcanachieveonit’sownthroughtheintermediaries:ContactsExperienceSpecializationScaleofoperationMatchsupplyanddemand.分销渠道的功能ContactFinancingInformationRiskTakingPromotionMatchingN
3、egotiationPhysicalDistributionAllUseUpScarceResourcesAllMayOftenBePerformedBetterThroughSpecializationAllCanOftenBeShiftedAmongChannelMembers消费品分销渠道模式DirectIndirectMWJRCMWRCMRCMCChannel1Channel2Channel3Channel4ChannelLevel-ALayerofIntermediariesthatPerformSomeW
4、orkinBringingtheProductandit’sOwnershipClosertotheBuyer.渠道合作与冲突Thechannelwillbemosteffectivewhen:eachmemberisassignedtasksitcandobest.allmemberscooperatetoattainoverallchannelgoalsandsatisfythetargetmarket.Whenthisdoesn’thappen,conflictoccurs:HorizontalConflictoccursa
5、mongfirmsatthesamelevelofthechannel.VerticalConflictoccursbetweendifferentlevelsofthesamechannel.Forthechanneltoperformwell,conflictmustbemanaged.纵向渠道类型CorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredL
6、eadershipisAssumedbyOneoraFewDominantMembersGreaterLesserDegreeofDirectControl渠道选择决策AnalyzingConsumerServiceNeedsSettingChannelObjectives&ConstraintsExclusiveDistributionSelectiveDistributionIntensiveDistributionIdentifyingMajorAlternativesEvaluatingtheMajorAlternativ
7、es运输决策RailNation’slargestcarrier,cost-effectiveforshippingbulkproducts,piggybackTruckFlexibleinrouting×chedules,efficientforshort-haulsofhighvaluegoodsWaterLowcostforshippingbulky,low-valuegoods,slowestformPipelineShippetroleum,naturalgas,andchemicalsfromsourcest
8、omarketsAirHighcost,idealwhenspeedisneededortoshiphigh-value,low-bulkitems选择运输方案1.Speed.2.Dependability.3.Capability.4.Avail
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