市場(chǎng)營(yíng)銷學(xué)雙語課件 什么是分銷渠道

什么是分銷渠道?Asetofinterdependentorganizations(intermediaries)involvedintheprocessofmakingaproductorserviceavailableforuseorconsumptionbytheconsumerorbusinessuser.Channeldecisionsareamongthemostimportantdecisionsthatmanagementfacesandwilldirectlyaffecteveryothermarketingdecision.中間商為何很重要?Greaterefficiencyinmakinggoodsavailabletotargetmarkets.Offerthefirmmorethanitcanachieveonit’sownthroughtheintermediaries:ContactsExperienceSpecializationScaleofoperationMatchsupplyanddemand.分銷渠道的功能ContactFinancingInformationRiskTakingPromotionMatchingNegotiationPhysicalDistribution

AllUseUpScarceResourcesAllMayOftenBePerformedBetterThroughSpecializationAllCanOftenBeShiftedAmongChannelMembers消費(fèi)品分銷渠道模式DirectIndirectMWJRCMWRCMRCMCChannel1Channel2Channel3Channel4ChannelLevel-ALayerofIntermediariesthatPerformSomeWorkinBringingtheProductandit’sOwnershipClosertotheBuyer.渠道合作與沖突Thechannelwillbemosteffectivewhen:eachmemberisassignedtasksitcandobest.allmemberscooperatetoattainoverallchannelgoalsandsatisfythetargetmarket.Whenthisdoesn’thappen,conflictoccurs:HorizontalConflictoccursamongfirmsatthesamelevelofthechannel.VerticalConflictoccursbetweendifferentlevelsofthesamechannel.Forthechanneltoperformwell,conflictmustbemanaged.縱向渠道類型CorporateCommonOwnershipatDifferentLevelsoftheChannelContractualContractualAgreementAmongChannelMembersAdministeredLeadershipisAssumedbyOneoraFewDominantMembersGreaterLesserDegreeofDirectControl渠道選擇決策AnalyzingConsumerServiceNeedsSettingChannelObjectives&Constraints

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