国际市场分销策略课件.pptVIP

* 渠道中介Channel Intermediaries 零售商 Retailers 批发商 Merchant Wholesalers 代理商/经纪商 Agents And Brokers Take Title to Goods Take Title to Goods Do NOT Take Title to Goods 4 未取得商品所有权 取得商品所有权 取得商品所有权 * 中介完成的渠道功能Channel Functions Performed by Intermediaries 联系Contacting / 促销Promotion 谈判 Negotiating 承担风险 Risk Taking 辅助功能FacilitatingFunction 交易功能 TransactionalFunctions 物流功能 Logistical Functions 调研 Researching 融资 Financing 实体分销 Physically distributing 储存 Storing 分类 Sorting 4 * 物流 Logistics The process of strategically managing the efficient flow and storage of raw materials, in-process inventory, and finished goods from point of origin to point of consumption 4 * 中间商的筛选 财力 信誉 销售业绩 销售组织 实物设施 覆盖率 产品一致性/互补性 战略目标 分销商期望从双方关系中获得什么，国际营销者在哪些方面可以满足它 售后服务能力 与当地政府关系 沟通 4 * Learning Objective 渠道管理 Explain channel leadership, conflict, and partnering * 渠道关系管理Managing Channel Relationships 渠道伙伴Channel Partnering 渠道冲突Channel Conflict 渠道领袖 Channel Leadership 渠道控制Channel Control 渠道权力Channel Power Social Dimensions of Channels 5 * 渠道权力、控制和领袖Channel Power, Control, and Leadership 渠道权力 Channel Power 渠道控制 Channel Control 渠道领袖 Channel Leader 某渠道成员控制和影响其它成员行为的能力 A channel member’s capacity to control or influence the behavior of other channel members 某渠道成员有意影响其他成员的行为 A situation that occurs when one marketing channel member intentionally affects another member’s behavior. 渠道中能向其他成员施加权力的某个成员 A member of a marketing channel that exercises authority/power over the activities of other members. 5 * 渠道冲突 Channel Conflict 分销渠道成员的目标、方法冲突 A clash of goals and methods between distribution channel members. 水平冲突Horizontal Conflict 同级成员冲突Occurs among channel members on the same level 垂直冲突Vertical Conflict 不同级成员冲突 Occurs among channel members at different levels 5 * 建立渠道伙伴关系Channel Partnering The joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage. 5 * 交易关系vs.伙伴关系Transaction- vs. Partnership-Based Firms Transaction-B