Distribution Channel Strategy.pptVIP

The figure shows the channels of distribution. You will notice that goods reach the consumer by one of a number of routes. Channel Design Decisions Length of distribution M-C (零级渠道) direct marketing channel(直销) MRC (一级渠道) MWRC (二级渠道) MWJRC (三级渠道) （3）长渠道和短渠道 零级渠道：即由制造商——消费者。 一级渠道：即由制造商——零售商——消费者 二级渠道： 即由制造商——批发商——零售商 ——消费者，多见于消费品分销； 或者：制造商——代理商——零售商—— 消费者。多见于消费品分销。 三级渠道： 制造商——代理商——批发商—— 零售商——消费者 Direct channels since the service provider directly to supply the service to the user. Simplest method, not necessarily the most effective, eg. Avon, Amway. Large retailers( Wal-Mart), no discrepancy in quantity supplied and demanded. Popular in consumer market for clothing, automobiles... Cost of transportation and inventory are high. Used by small manufacturers of food, drugs, hardware, and other products. Smaller retailers, widely distributed products, convenience products. A number of small producers provides convenience products. eg. In the meatpacking industry, jobbers buy from wholesalers and sell to smaller retailers who generally are not served by large wholesalers. 宽渠道与窄渠道 分销渠道的宽度是指渠道的每个层次使用同种类型中间商数目的多少。渠道宽窄取决于渠道的每个环节中使用同类型中间商数目的多少。 企业使用的同类中间商多，产品在市场上的分销面广称为宽渠道。如一般的日用消费品(毛巾、牙刷、开水瓶等)，由多家批发商经销，又转卖给更多的零售商，能大量接触消费者，大批量地销售产品。 企业使用的同类中间商少，称为窄渠道，它一般适用于专业性强的产品，或贵重耐用消费品，由一家中间商统包，几家经销。 Width of distribution 选择分销渠道的策略 中间商数目的选择 1.密集性分销:是指制造商尽可能地通过许多负责任的、适当的批发商、零售商推销其产品。消费品中的便利品和产业用品中的供应品，通常采取密集分销。 2.选择性分销：指制造商在某一地区仅仅通过少数几个精心挑选的、最合适的中间商推销其产品适用于所有产品。相对而言，消费品中的选购品和特殊品最宜于采取选择分销。 3.独家分销：指制造商在某一地区仅选择一家中间商推销其产品，通常双方协商签订独家经销合同，规定经销商不得经营竞争者的产品。 Width of distribution Intensive Distribution: A form of market coverage in which a product is distributed through all available wholesalers or retailers who stock and sell the product in a given market area. Width of distribution Se