市場營銷學(xué)雙語課件10（PPT 9）--什么是分銷渠道

1、什么是分銷渠道什么是分銷渠道? 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 eve

2、ry other marketing decision.中間商為何很重要中間商為何很重要? Greater efficiency in making goods available to target markets. Offer the firm more than it can achieve on its own through the intermediaries:ContactsExperienceSpecializationScale of operation Match supply and demand.分銷渠道的功能分銷渠道的功能ContactFinancingInforma

3、tionRisk TakingPromotionMatchingNegotiationPhysicalDistribution All Use Up Scarce Resources All May Often Be Performed Better Through Specialization All Can Often Be Shifted Among Channel Members 消費(fèi)品分銷渠道模式消費(fèi)品分銷渠道模式DirectIndirectMWJRCMWRCMRCMCChannel 1Channel 2Channel 3Channel 4Channel Level - A Laye

4、r of Intermediaries that Perform Some Work in Bringing the Product and its Ownership Closer to the Buyer.渠道合作與沖突渠道合作與沖突 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

5、doesnt happen, conflict occurs:occurs among firms at the same level of the channel.occurs between different levels of the same channel. For the channel to perform well, conflict must be managed.縱向渠道類型縱向渠道類型CorporateCommon Ownership at Different Levels of the ChannelContractualContractual Agreement A

6、mongChannel MembersAdministeredLeadership is Assumed by One ora Few Dominant MembersGreaterLesserDegreeofDirectControl渠道選擇決策渠道選擇決策Analyzing Consumer Service NeedsSetting Channel Objectives & Constraints ExclusiveDistributionSelectiveDistributionIntensiveDistributionIdentifying Major Alternatives

7、Evaluating the Major Alternatives運(yùn)輸決策運(yùn)輸決策RailNations largest carrier, cost-effective for shipping bulk products, piggybackTruckFlexible in routing & time schedules, efficient for short-hauls of high value goodsWaterLow cost for shipping bulky, low-value goods, slowest formPipelineShip petroleum, natural gas, and chemicalsfrom sources to marketsAirHigh cost, ideal when speed is needed or to ship high-value, low-bulk items選