aae_市场营销学双语课件10什么是分销渠道.pptxVIP

什么是分销渠道? A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision. 中间商为何很重要? Greater efficiency in making goods available to target markets. Offer the firm more than it can achieve on it’s own through the intermediaries: Contacts Experience Specialization Scale of operation Match supply and demand. 分销渠道的功能 Contact Financing Information Risk Taking Promotion Matching Negotiation Physical Distribution All Use Up Scarce Resources All May Often Be Performed Better Through Specialization All Can Often Be Shifted Among Channel Members 消费品分销渠道模式 Direct Indirect Channel 1 Channel 2 Channel 3 Channel 4 Channel Level - A Layer of Intermediaries that Perform Some Work in Bringing the Product and it’s Ownership Closer to the Buyer. 渠道合作与冲突 The channel will be most effective when: each member is assigned tasks it can do best. all members cooperate to attain overall channel goals and satisfy the target market. When this doesn’t happen, conflict occurs: Horizontal Conflict occurs among firms at the same level of the channel. Vertical Conflict occurs between different levels of the same channel. For the channel to perform well, conflict must be managed. 纵向渠道类型 Corporate Common Ownership at Different Levels of the Channel Contractual Contractual Agreement Among Channel Members Administered Leadership is Assumed by One or a Few Dominant Members Greater Lesser Degree of Direct Control 渠道选择决策 Analyzing Consumer Service Needs Setting Channel Objectives Constraints Exclusive Distribution Selective Distribution Intensive Distribution Identifying Major Alternatives Evaluating the Major Alternatives 运输决策 Rail Nation’s largest carrier, cost-effective for shipping bulk products, piggyback Truck Flexible in routing time schedules, ef