营销渠道第五章渠道差距分析16.pptVIP

* 第五章 差距分析（gap analysis） 经济管理学院 杨海龙教授 Using the analysis of service output demands, marketing channel planner has a good idea of the ideal channel structure to meet target segments’ needs. The obvious next step is to build the channel that both meets service output demands and does so at minimum cost of performing the necessary channel flows. We call such a channel the zero-based channel. 1 渠道差距的原因和类型(source and type of channel gaps) 1.1差距的原因 Gaps in channel design can come about simply because management has not thought carefully about target end-user’s demands for service outputs or abo