营销渠道第二章_营销渠道设计的市场细分：服务产出.pptVIP

TABLE 2-3: BUSINESS-TO-BUSINESS CHANNEL SEGMENTS FOR A NEW HIGH-TECHNOLOGY PRODUCT * 第二章 营销渠道设计的市场细分：服务产出 Segmentation for marketing channel design：service output 经济管理学院 杨海龙教授 One of the fundamental principles of marketing is the segmentation of the market. Segmentation means the splitting of a market into groups of end-users who are（1）maximally similar within each group and （2）maximally different between groups. But maximally similar or maximally different based on what criterion? For the channel manager, segments are best defined on the basis of demands for the outputs of the marketing channel. Marketing channel system design and management, like the management of any other marketing activity, requires starting with the end-user. The channel manager must first understand the nature of end-users’ demands in order to design a well-working channel that meets or exceeds those demands. The most useful demand-side insights for marketing channel design are not about what end-users want to consume, but about how end-users want to buy and use the products or services being purchased. 1 终端用户的渠道偏好 终端用户（企业购买者、个体消费者）。 End-users( both business-to-business buyers and individual consumers) purchase more than a product. 一件产品或服务可以通过多种渠道购买，产品本身在此过程中没有改变，变的是购买和销售的方式以及随之而改变的产品相关服务。 20世纪80年代的中国，只有销售，没有营销，靠的是产品和关系渠道制胜。产品主要通过国有商业系统一层层往下配销。 2 服务产出 我们使用Louis p.Bucklin所提出的一项理论来作为确定渠道结构的基础，这一理论是用来整理和总结终端用户是如何想要购买一项特定的产品的框架。 Bucklin主张只有渠道系统能够降低终端用户的搜寻与等待时间、仓储和其他成本时，他们才有存在和随着时间的推移而继续存在的理由。这些对终端用户的益处就称为渠道的服务产出。如果其他条件不变（特别是价格和实物产品的属性），终端用户将更偏爱同一个能够提供更高服务产出水平的营销渠道打交道。 Bucklin具体列出了四大类服务产出： （1）批量拆分（bulk-breaking） （2）空间便利(spatial convenience) （3）等待或递送的时间(waiting and delivery time) （4）产品种类(assortment and variety) 除此之外 （5）客户服务 （6）信息提供 I buy groceries weekly for my family, and all of us like soft drinks. I’m on my coffee break and I have time for only one can of soft drink. I drive to the supermarkets in my area to shop. I have only 15 minutes for my break, so I need to buy whatever is handy. We