第4章渠道结构（The fourth chapter channel structure）.docVIP

第4章渠道结构（The fourth chapter channel structure） Traditional distribution channel model Characteristic： The main drawbacks of traditional marketing channels * the multi-level channel structure makes the authenticity and accuracy of channel information transmission descending at various levels, which seriously affects * information communication and feedback between manufacturers and consumers at both ends of the channel. * easy to produce channel conflict, waste of resources in personnel, time and capital, leading to diseconomy of channels Phenomenon appears. Present situation and trend of distribution system in China 1, large wholesale markets shrink 2, new stores rise - rapid development of chain operations Thinking: what is the fastest growing chain? What was the reason? How profitable is chain management? 3, channel flattening Thinking: reasons for flattening? 4, decisive terminal Present situation and trend of distribution system in China Reason: advertising effectiveness is down At Chinese in terminal effect Intensive and meticulous farming channels The terminal is developing rapidly 5, the end of the channel extends to the township Reflections: what are the characteristics of the rural market? Two vertical channel system Franchise organization * the franchisee will own trademarks, trade names, products, patents, proprietary technology, technology and business model in the form of the franchise contract awarded grant franchisees, franchisees granted according to the provisions of the contract, to engage in business activities in the franchise business under the unified business mode, and pay royalties or fees to the franchiser to join. * three forms: technology expansion, management power control and win-win Case of management channel -- China China has 117 dealers in 76 city nationwide, the Chinese manufacturers provided two dealers in the financial, service, information feedback and other aspects of independent, but in the purchase must be a dealer, a dealer to