第1章-渠道与渠道管理.pptVIP

Marketing Channel Management 常永胜 Tel: 136 3131 6569 E-mail: changys@mail.gdufs.edu.cn Research Study and Grading Participation and Effort 20% Team work 30% Final Tests 50% As Heaven`s movement is ever vigorous, so must a man ceaselessly strive along. -----From YI Jing( the book of changes) Introduction 1.Channel’s position in MANAGEMENT and MARKETING 2. An analytic framework for marketing channel 3. The background of Marketing channel research Ⅰ.基础篇 第一章 渠道功能与渠道管理 第二章 渠道结构 第三章 渠道成员 Ⅱ. 设计篇 第四章 渠道设计的原则与流程 第五章 结构设计与评价 第六章 选择渠道成员 Ⅲ. 管理篇 第七章 渠道政策与成员激励 第八章 渠道权力与渠道冲突 第九章 渠道中的产品、价格管理 第十章 渠道中的物流信息流管理 Ⅳ. 绩效篇 第十一章 渠道关系管理 第十二章 渠道状态与绩效评估 Ⅴ.扩展篇 第十三章 服务营销渠道管理 第十四章 国际营销渠道管理 第十五章 电子营销渠道管理 Chap 1 Channel and Channel Management 1. What is a marketing Channel？ 2. Channel `functions and flows 3. Why Channels exist？ 4. Channel Management 5. Channel Manager 一、What is a marketing Channel？ Your understanding？ Thinking: how to do? Mini-case 新燕藤器厂 The Definition of marketing Channel: Also known as the sales channels、distribution channels， a marketing Channel is a set of interdependent organizations involved in the process of making a product or service available for use or consumption. Three points From a structural point of view: set of interdependent organization; From the act : is “process”, not a Activity 、a event; From the functional :Goal is to end-user Thinking: Distribution channels and marketing channels Distribution and circulation Business Flow and Logistics Distribution and sales 二、 Channel `functions and flows 1、Research 2、Seek 3、classification 4、Promotions 5、to negotiate 6、logistics 7、Finance 8、risk Flows are performance of the various functions, flow Will to be throughout all types of organizations together. These flows are: 三、Why Channels exist？ 1.Regulating the contradictions of production and market; and creating the four major effects of