营销渠道第五讲_渠道差距分析.ppt

* 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 about managing the cost of running their channel. The advice in this situation is simple: channel managers must pay attention to both the demand and the supply side in designing their channel to avoid these gaps. But gaps can also arise because of bounds placed on the best-intentioned channel manager. That is the manager seeking to design a zero-based channel for the company’s product may face certain constrains on his or her actions that prevent the establishment of the best channel design. Before diagnosing the types of gaps, then, it is useful to discuss the bounds that create these gaps. We concentrate on two such sources: environmental bounds and managerial bounds. 环境约束environmental bounds 渠道运营所处的市场环境特征会限制零基渠道的建立。 Characteristics of the marketplace environment in which the channel operates can constrain the establishment of a zero-based channel. 环境约束有两种关键的因素：地方法律约束、地方物质和零售基础设施的完善程度。Two key instances of environmental bounds are local legal constrains and the sophistication of the local physical and retailing infrastructure. 管理约束managerial bounds 管理约束是指由公司内部规则引起的对分销结构的限制。 管理约束可能来自于知识的缺乏、渠道成员之间的信任缺乏等等。 一家通过网络销售计算机的公司发现退货率很高，为了减少退货率，公司规定只有当产品损坏时，才能得到退款。 1.2差距的类型：需求方差距（Types of gaps：demand-side gaps） 如果差距存在于需求方，我们称之为服务-价值差距.（sossod;sossod） （1）服务产出供应低于服务产出需求 即供应给目标市场的服务产出水平太低了，达不到目标市场的要求。 商场休息区 银行排队 供应给目标市场的服务产出水平太低能否通过降低价格来弥补，以实现顾客满意呢？有的产品可以，如农贸市场上购物环境比超市差，但蔬菜价格比超市便宜，所以百姓能够接受。