參考全球營銷-10.chanel

GlobalMarketingChannelsandPhysicalDistributionDr.Jin1WhatareMarketingMarketingchannelsaresetsofinterdependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailableforuseorconsumption.NatureofMarketingIncludesdistributors,wholesalers,brokers,agents,manufacturers,warehousers,shippers,financialinstitutions,andretailers. passesallthatisnecessarytogetaproductfrommanufacturertoultimateAproductmustbemadeaccessibletothemarketatanaffordablepriceGettingtheproductto CanbeacostlyForginganaggressiveandreliablechannelofThemostcriticalandchallengingtaskfacingtheinternationalmarketer“AccesstoaneffectiveandefficientdistributionchannelisoftenakeysuccessDavidA.FactorsAffectingChoiceof開發(fā)成本 成本（扁平化Capitalperishability,size,理變區(qū)域；政策，收回了佳能DV總

總區(qū)域城市級直扁平化的趨勢-格蘭 變 逐漸扁平化，加強和零售終端的合作。格蘭仕將在、、廣州等城市加強與國美、蘇寧等連鎖美海

二級城 Channel-of-DistributionAllconsumerandindustrialproductseventuallygothroughadistributionprocessPhysicalhandlinganddistributionofPassageofBuyingandsellingnegotiationsbetweenproducersandmiddlemenBuyingandsellingnegotiationsbetweenmiddlemenandcustomersEachcountrymarkethasadistributionGoodspassfromproducertoImport-OrientedDistributionInanimport-orientedortraditionaldistributionImportercontrolsafixedsupplyofMarketingsystemdevelopsaroundthephilosophyofsellingalimitedsupplyofgoodsathighpricestoasmallnumberofaffluentcustomersImport-OrientedDistributionDemandexceedsThecustomerseeksthesupplyfromalimitednumberofmiddlemenDistributionsystemsareFewcountriesfittheimport-orientedJapaneseDistributionAstructuredominatedbymanysmallmiddlemendealingwithmanysmallretailersChannelcontrolbyAbusinessphilosophyshapedbyauniqueLawsthatprotectthefoundationoftheHighDensityofNotunusualforconsumergoodstogothroughthreeorfourintermediariesbeforereachingtheJapanhasalargenumberofindependentgroceriesandbakers(94.7%orallretailstores)Smallstoresaccountfor59.1%ofretailfoodU.S.emphasisisonsupermarkets,discountfoodstores,anddepartmentstoresSmallstoresgenerate35.7%offoodRetailStructureinThreeExhibitChannelInventoryCumulativeMerchandisePromotionalBusinessEmphasizesloyalty,harmony,andSupportslong-termdealer- ThecostofJapaneseconsumergoodsareamongthehighestintheworldJapaneselawgivesthesmallretailerenormousadvantageoverthedevelopmentoflargerstoresLarge-ScaleRetailStoreLawandItsDaitenho–theLarge-ScaleRetailStoreLargestoresmusthaveapprovalfromtheprefectureAllproposalsfirstjudgedbytheMinistryofInternationalTradeandIndustry(MITI)Ifalllocalretailersunanimouslyagreed,theplanwasCouldbealengthyAppliedtobothdomesticandforeignReplacedbytheLarge-ScaleRetailStoreLocationActofJuneMITIoutoftheRelaxed

ChangesintheJapaneseDistributionStructuralImpediments“New”TheTrends:FromTraditionaltoModernChannelStructuresEuropeanretailersmergingwithformercompetitorsandothercountriestoformEurope-wideForeignretailersattractedbyhighmarginsandTheInternetmaybemostimportantdistribution7-ElevencompeteswithFedExand

GlobalGlobalDepartmentSpecialtyConvenienceDiscountstoresandwarehouseCategory Outlet TheWheelofGlobalGlobalEnvironmentalSaturationinthehomecountryRecessionorothereconomicStrictregulationonstoreHighoperatingCriticalWhatWhatadvantagesdowehaverelativetolocalClassifyingGlobalDirect安利雅芳玫琳凱MaryAlternativeMiddlemanAgentmiddlemen–representtheprincipalratherthanthemselvesMerchantmiddlemen–taketitletothegoodsandbuyandsellontheirownaccountHome-CountryManufacturer’sretailGlobalExportmanagementTradingU.S.exporttradingComplementaryManufacturer’sexportHome-CountryHome-countryBuyingSellingWebb-PomereneexportForeignsalesExportExportConsumerPiggybackChannelinnovationthathasgrowninOnemanufacturedistributesproductbyutilizinganothercompany’sdistributionchannelRequiresthatthecombinedproductlinesbecomplementaryandappealtothesamecustomerForeign-CountryManufacturer’sForeignForeign-countryManagingagentsandImportjobbers,wholesalers,andernment-AffiliatedMarketersmustdealwith ernmentsineverycountryoftheworldernmentpurchasingProcureproducts,services,andcommoditiesfor ernment’sownuseWorkatfederal,regional,andlocalEfficiencyofpublicsectorversustheprivateWal-MartdidbetterthanFEMAafter Locating,andMotivatingChannelLocatingSelectingTheMotivatingTerminatingControllingLocatingEvaluationProductivity,salesFinancialManagementStabilityandCompanySelectingTheCherryTakingordersonlyfrommanufacturerswithestablisheddemandforproductsandbrandsAlternativestoBypassthecherry-pickingchannelRelyondistributor’sownsalesProvidespecialincentivestoindependentchannelMotivating應(yīng)用一 力(ChannelPower)來獲取合強制力(Coercive MotivatingChannelFinancialBeadequatetocarryandpromoteacompany’sPsychologicalRewards(RecognitionofPublicityincompanymediaandlocalLeadsto andasmootherworkingCompanyControllingtheControloverthedistributionControlovertheintermediariesTheBusiness-to-business(BSB)ConsumerConsumerandindustrial merceismoredevelopedinU.S.thaninrestofworldB2BenablescompaniestocutReducesprocurementMakespossibletighterinventoryConcernsfore-Color,Theme,Local (ReverseFlow傳統(tǒng)的一般是指產(chǎn)品從資源到用戶的正向流動。有些產(chǎn)品可能有逆向流：（1）重復(fù)使用的產(chǎn)品或容惠普公司發(fā)起了面對公眾的再循環(huán)活動，即鼓勵消費備選的制制造DirectandIndirectIndustrialMarketing0- 1- 2- 2-SalesBranch

Source:PhilipKotler,MarketingManagement,11/E,Prentice-Hall,20