chapter分销策略PPT课件.pptx

第8章国际市场分销渠道策略 2020 3 22 1 Chapter8channelstrategyofinternationalmarketing国际市场分销渠道策略 Anoverviewofinternationaldistributionchannel国际市场分销渠道概述Internationalchannelmembers国际市场渠道成员Internationalchanneldecisions国际市场渠道决策Internationalchannelmanagement国际市场渠道管理 2020 3 22 2 Whatisdistributionchannel asetofinterdependentorganizationsthathelpmakeaproductorserviceavailableforuseorconsumptionbytheconsumerorbusinessbuyer 分销渠道是促使产品或服务顺利地被使用或消费的一整套相互依存的组织 Inmarketing distributionsystemsaretraditionallyusedtomovegoods tangibleproducts fromthemanufacturertotheconsumer Anoverviewofinternationaldistributionchannel国际市场分销渠道概述 2020 3 22 3 Internationaldistributionchannel 国际市场分销渠道 指产品由一个国家的生产者流向国外最终消费者或用户所经历的路径 是企业国际市场营销整体策略的重要组成部分 Anoverviewofinternationaldistributionchannel国际市场分销渠道概述 2020 3 22 4 Thebasicstructureofinternationaldistributionchannel 2020 3 22 5 VerticalMarketingSystem垂直营销系统HorizontalMarketingSystem水平营销系统 Thedevelopmenttrendsofinternationalchannel国际市场分销渠道的发展趋势 2020 3 22 6 Conventionalmarketingchannel Verticalmarketingchannel 2020 3 22 7 Verticalmarketingsystem VMS AVMSconsistsofproducers wholesalers andretailersactingasaunifiedsystem 由生产商 批发商 零售商等不同渠道成员采取一体化经营方式所形成的渠道系统 Onechannelmemberownstheothers hascontractswiththem orwieldssomuchpowerthattheyallcooperate Corporateverticalmarketingsystem公司式Contractualverticalmarketingsystem合同式Administeredverticalmarketingsystem管理式 8 2020 3 22 Horizontalmarketingsystemsarewhentwoormorecompaniesatoneleveljointogethertofollowanewmarketingopportunity 在渠道系统中处于同一层次的两个或两个以上的公司联合 共同开发新的市场营销机会 9 Horizontalmarketingsystem 2020 3 22 Productcharacteristics产品特征Marketcharacteristics市场特征Intermediariescharacteristics中间商特征Environmentalcharacteristics环境特征Enterprisescharacteristics企业特征 Considerationsindesigninginternationaldistributionchannel影响国际市场渠道设计与选择的因素 2020 3 22 10 Typesofinternationalintermediaries Domesticintermediaries国内中间商exportdealerexportagentForeignintermediaries国外中间商importdealer wholesalerandretailer批发商和零售商 importagentdealervs agent 经销商和代理商的区别 Internationalchannelmembers国际市场渠道成员 2020 3 22 11 Specialtystore专业商店Departmentstore百货商店Supermarket超级市场Conveniencestore便利店Discountstore折扣商店Warehouseclub仓储商店Superstore超级商店 Typesofforeignretailers ChannellengthandwidthdecisionChannelstandardizationanddifferentiationdecision Internationalchanneldecision国际市场渠道决策 2020 3 22 13 ThenumberofintermediarylevelsindicatesthelengthofachannelDirectmarketingchannelIndirectmarketingchannel howmanylevels Channellengthandwidthdecision营销渠道的长度和宽度决策 Thebasicstructureofinternationaldistributionchannel 2020 3 22 15 ThenumberofchannelmemberstouseateachlevelindicatesthewidthofachannelIntensivedistribution广泛分销Selectivedistribution选择分销Exclusivedistribution独家分销 Channellengthandwidthdecision营销渠道的长度和宽度决策 Internationalchannelmanagement国际市场渠道管理 Selectingchannelmembers选择渠道成员考虑中间商的信誉 财务状况 管理水平 市场覆盖面 人员素质和合作态度等 Motivatingchannelmembers支持 激励 渠道成员提高让利幅度 放松信贷条件 提供广告津贴和商品陈列津贴 给予销售奖励等 Evaluatingchan