国际营销渠道.PPTVIP

国际营销渠道 International Marketing Channels Getting the product to the target market can be a costly process Forging an aggressive and reliable channel of distribution may be the most critical and challenging task facing the international firms Each market contains a distribution network with many channel choices In some markets the distribution structure is multi-layered, complex, inefficient, even strange Competitive advantage will reside with the marketer best able to build the most efficient channel 9.1 Channel-of-Distribution Structures The distribution process includes the physical handling and distribution of goods, the passage of ownership (title), and the buying and selling negotiations between producers and middlemen and between middlemen and customers Each country market has a distribution structure through which goods pass from producer to users Within this structure are a variety of middlemen whose customary functions, activities, and services reflect existing competition, market characteristics, tradition, and economic development Channel structures range from those with little developed marketing infrastructure such as those found in many emerging markets to the highly complex, multi-layered system found in Japan 国际市场营销渠道是指产品或劳务从生产企业向国外消费者或用户转移所须经过的途径以及与此有关的企业或个人。 它是商品所有权转移所经过的通道，具体包括：企业内部的销售组织机构、各种类型的中间商、直到最终消费者或用户在内的链条般的结构。 利用销售渠道的中心任务，是要使商品通过最有效率、最节省费用的渠道及时的送到消费者或用户的手中。 国际市场营销渠道策略涉及两个问题： 一是如何进入国际市场； 二是如何选择进口国家的分销渠道。 国际分销是跨越国界的营销活动，企业不仅要考虑产品在国家之间的渠道，还要考虑产品销售国的国内分销渠道。各国市场环境和市场体系千差万别，国际分销管理远比国内市场复杂得多。 国际分销的环节： 本国国内的分销环节 本国进入进口国的分销渠道 进口国的分销渠道 Middlemen Services Product Line Breadth Costs and Margins Channel Length Nonexistent Channels Blocked Channels Stocking Power and Competition Retail Size Patterns Direct Marketing Resistance to Change Alternative Middleman Choices 进口国家的零售渠道 凡将货物售卖给最终消费者的经营者便是零售商。 1、一般商店 2、专业商店 3、街头摊贩 4、合作商店 5、特种商店 6、自动售货机 7、百货公司 8、超级市场 9、连锁商店 10、邮购商店 11、折扣商店 12、购物中心 国际零售业的发展趋势 自助销售逐渐畅行 规模化、连锁化经营 折扣商店逐渐普及