论客户需求在渠道设计核心地位.pptVIP

第5章差距分析 重庆理工大学工商管理学院市场营销系 主讲人：陈树桢 本章主要内容 渠道差距的原因与类型 消除渠道差距 渠道差距分析模块 本章学习目标 定义渠道差距 分析渠道差距原因 熟悉各种类型的渠道差距 识别消除各种渠道差距的策略 运用渠道差距模块，总结渠道差距知识 SOURCES OF GAPS 环境约束 法规 基础设施 Managerial Bounds: Constraint due to lack of knowledge Constraint due to optimization at a higher level TYPES OF GAPS Demand-Side Gaps: SOS SOD SOS SOD Which service outputs? Supply-Side Gaps: Flow cost is too high Which flow(s)? CLOSING GAPS Demand-Side Gaps: Offer tiered service levels Expand/contract provision of service outputs Change segment(s) targeted Supply-Side Gaps: Change flow responsibilities of current channel