补充资料---营销渠道设计的市场细分：服务产出

营销渠道管理营销渠道设计的市场细分：服务产出,赵泉午博士教授2014年4月29日,FRAMEWORKFORCHANNELDESIGNANDIMPLEMENTATION,INSIGHTSFORSPECIFICCHANNELINSTITUTIONS:Retailing,WholesalingandLogistics,Franchising,ChannelDesignProcess:SEGMENTATION:RecognizeandrespondtotargetcustomersserviceoutputdemandsDecisionsAboutEfficientChannelResponse:CHANNELSTRUCTURE:Whatkindsofintermediariesareinmychannel?Whoarethey?Howmanyofthem?SPLITTINGTHEWORKLOAD:Withwhatresponsibilities?DEGREEOFCOMMITMENT:Distributionalliance?Verticalintegration/ownership?GAPANALYSIS:WhatdoIhavetochange?,ChannelImplementationProcess:,CHANNELCONFLICT:Identifyactualandpotentialsources,MANAGE/DEFUSECONFLICT:Usepowersourcesstrategically,subjecttolegalconstraints,GOAL:ChannelCoordination,CHANNELPOWER:Identifysourcesforallchannelmembers,两个要点,就营销渠道设计的需求方面而言，最为有用的并不是有关终端用户想要消费什么，而是有关终端用户想要怎么去购买和使用那些被购买的产品或服务。根据终端用户对服务产出的需求对终端用户进行分组有助于界定细分市场，并为选定的细分市场设定营销渠道,服务产出的概念,根据louisP.Bucklin的理论，服务产出包括如下方面：批量拆分空间的便利性等候时间或递送时间产品种类及花色品种客户服务信息提供几个现象（1）终端用户可以选择低服务产出、低价格的渠道，也可以选择高服务产出，高价格的渠道。NewBalance在实体店和Zappos，6PM专业销售鞋子的美国电子商务企业的差异（2）对价格敏感的消费者可能搭便车（3）多种渠道形式共存于同一市场，因为不同终端用户群体对于服务产出的需求存在差异,THESERVICEOUTPUTDEMANDS(SOD)TEMPLATE,INSTRUCTIONS:Ifquantitativemarketing-researchdataareavailabletoenternumericalratingsineachcell,thisshouldbedone.Ifnot,anintuitiverankingcanbeimposedbynotingforeachsegmentwhetherdemandforthegivenserviceoutputishigh,medium,orlow.,SERVICEOUTPUTDEMANDDIFFERENCES(anexampleofsegmentationinthebook-buyingmarket),运用服务产出需求细分市场,（1）根据消费者如何购买产品细分市场，而不是消费者购买什么产品。（2）渠道设计过程涉及到放弃哪些消费者。（3）渠道细分过程需要精心设计从而识别出购买者群体：群体内具有最大的相似性群体之间具有最大的差异性划分群体的标准要和建立分销体系有关（4）营销调研技术，例如联合分析、常数总和量表法在定量测量各种服务产出对不同细分渠道的重要性中十分有用。竖栏目代表聚类分析的结果提示：表中数值为相对值，操作时先从最大利润来源的细分市场设计,BUSINESS-TO-BUSINESSCHANNELSEGMENTSFORANEWHIGH-TECHNOLOGYPRODUCT,=AdditionalImportantAttributes,=GreatestDiscriminatingAttributes,Respondentsallocated100pointsamongthefollowingsupplier-providedserviceoutputsaccordingtotheirimportancetotheircompany:,Source:ReprintedwithpermissionofRickWilson,ChicagoStrategyAssociates,2000.,IDEALCHANNELSYSTEMFORBUSINESS-TO-BUSINESSSEGMENTSBUYINGANEWHIGH-TECHNOLOGYPRODUCT,Manufacturer(NewHighTechnologyProduct),Full-Service,ResponsiveSupport,References/Credentials,LowestTotalCost,Pre-Sales,Sales,Post-Sales,VARs,Associations,Events,AwarenessEfforts,Third-PartySupplyOut-source,Dealers,TeleSales/TeleMktg,InternalSupport-Install,Training&ServiceGroup,Segment,Source:ReprintedwithpermissionofRickWilson,ChicagoStrategyAss