国际市场分销策略教材(共46页).ppt

1、1第八章 国际市场分销策略Chapter Eight Channels of Distribution2内容提要n分销渠道及其意义n分销渠道的结构n分销渠道的设计n中间商的选择n渠道管理n灰色市场3Learning Objective 4分销渠道 Marketing Channels分销渠道分销渠道MarketingChannel供应链供应链SupplyChain一系列互相联系的、促进产品所有权一系列互相联系的、促进产品所有权从制造商到商业用户或消费者转移的机构，从制造商到商业用户或消费者转移的机构，是联结生产者与消费者的纽带是联结生产者与消费者的纽带A set of interdepende

2、nt organizations that ease the transfer of ownership as products move from producer to business user or consumerThe connected chain of all the business entities, both internal and external to the company, that perform or support the logistics function.5分销渠道功能Marketing Channel Functions专业化与分工专业化与分工Sp

3、ecialization andDivision of LaborChannelsFulfillThreeImportantFunctions克服差异克服差异OvercomingDiscrepancies提高交易效率提高交易效率Providing ContactEfficiency16专业化与分工Specialization and Division of Laborn提供规模经济性 Provides economies of scalen帮助缺乏直接销售资源的生产商 Aids producers who lack resources to market directlyn与顾客建立良好联系

4、Builds good relationships with customers7克服差异Overcoming Discrepancies数量差异数量差异Discrepancyof Quantity分类差异分类差异DiscrepancyOf Assortment厂商大量生产、顾客小批量购买厂商大量生产、顾客小批量购买The difference between the amount ofproduct produced and the amount an end user wants to buy 厂商种类狭窄、顾客需求宽泛厂商种类狭窄、顾客需求宽泛The lack of all the it

5、ems a customerneeds to receive full satisfaction from a product or products8克服差异Overcoming Discrepancies时间差异时间差异TemporalDiscrepancy空间差异空间差异SpatialDiscrepancy产品已生产、顾客未准备购买产品已生产、顾客未准备购买 A situation that occurs when a productis produced but a customer is not ready to buy it厂商地理位置固定、市场分散厂商地理位置固定、市场分散The

6、 difference between the location of a producer and the location of widely scattered markets9交易效率 Contact EfficiencyZenithSonyRCAToshibaZenithSonyRCAToshiba10Learning Objective 11消费品的渠道Channels for Consumer ProductsProducerProducerProducerProducerConsumersConsumersConsumersConsumersRetailersRetailers

7、RetailersWholesalersWholesalersAgents orBrokers12商业品的渠道Channels for Business-to-Business ProductsProducerProducerProducerProducerIndustrialUserIndustrialUserIndustrialUserIndustrialUserIndustrialDistributorIndustrialDistributorAgents orBrokersAgents orBrokersProducerGovernmentBuyer13直接渠道 Direct Chan

8、nel厂商直接向消费者销售的分销渠道A distribution channelin which producers sell directly to consumers.14直销 vs. 传销Direct sales vs. direct sales直销传销法律地位合法非法收入主要来源卖产品拉人头入门费低高宣传助人自助快速致富15其它可选渠道Alternative Channel Arrangements非传统渠道非传统渠道NontraditionalChannels多重渠道多重渠道Multiple Channels渠道调整渠道调整Adaptive Channels 战略渠道同盟战略渠道同盟

9、Strategic ChannelAlliances 互联网邮购使用他人已建渠道直销-中介16Learning Objective 17渠道设计决策Channel Strategy Decisionsn对渠道的长度和宽度的设计n渠道长度指中间商的层次和种类数目，如：厂商-批发商-零售商-消费者n渠道宽度也叫分销密度(distribution intensity)或覆盖率，指中间商的数目18影响渠道设计的因素内部因素外部因素顾客特点公司目标文化产品特性竞争资本成本覆盖率控制连续性沟通19影响渠道设计的因素：顾客特点n目标顾客的人口统计和心理统计特征nWho, what, where, when,

10、 how20影响渠道设计的因素：文化n在设计分销系统时，营销者必须分析现存的渠道结构、包括渠道成员间的职责分工分销文化(distribution culture)n日本分销渠道的构建和管理方式是外国企业对日本主要市场进行渗透失败的一个主要原因21影响渠道设计的因素：竞争n类似于竞争对手的渠道：交易商和消费者所能接受的某种产品的唯一分销体系n完全不同于竞争对手的分销方式n在超市卖游戏软件22影响渠道设计的因素：产品特性n产品复杂性/专业化程度n产品价格n产品生命周期n产品易损性 Product Delicacy23影响渠道设计的因素：资本&成本n资本指建立渠道体系资金要求n国际市场营销者的财力资

11、源将决定渠道的类型，财力越强，约有能力建立起自己拥有和控制的渠道n成本指渠道建立之后的维持费用24影响渠道设计的因素：覆盖率密集密集Intensive选择性选择性Selective独占性独占性ExclusiveAchieve mass marketselling. Convenience goods.Work with selected intermediaries. Shopping and some specialty goods.Work with singleintermediary. Specialty goods and industrial equipment.许多许多Many若

12、干若干Several唯一唯一One25影响渠道设计的因素：控制n使用中间商自然会使企业失去其产品营销的部分控制权，营销者与中间商之间的关系越松散，控制权就越小，渠道越长，营销者在定价、促销等方面就难有最终发言权n一般而言，营销者若想施加更多控制，就必须为此付出更高成本；要想更好的控制，就必须缩减渠道长度26影响渠道设计的因素：沟通n有效的沟通将有助于国际营销者把企业目标传达给分销商、解决冲突和促进产品的全面营销n营销者在设计渠道时一定要选择那些能保证信息良好交流的中间商n适当的沟通不仅是渠道成员之间的信息通道，而且还会促进对各方的要求和目标的理解27Learning Objective 28L

13、earning Objective 29中间商的类型n分销关系或代理关系n分销商将购买产品，比代理商更富有独立性n代理商自由行动权较少，有利于营销者实施控制n间接出口、直接出口还是统一分销（自己投资建立分销机构）30渠道中介Channel Intermediaries零售商零售商Retailer批发商批发商MerchantWholesaler代理商代理商Agents andBrokersA channel intermediary that sells mainly to customersAn institution that buys goods from manufacturers, t

14、akes title (所有权所有权) to goods, stores them, and resells and ships them 代表渠道成员、促进销售的批发中介代表渠道成员、促进销售的批发中介Wholesaling intermediaries who facilitate the sale of a product by representing channel member31渠道中介Channel Intermediaries未取得商品所有权取得商品所有权取得商品所有权32中介完成的渠道功能Channel Functions Performed by Intermediari

15、es联系联系Contacting / 促销促销Promotion谈判谈判 Negotiating承担风险承担风险 Risk Taking辅助功能辅助功能FacilitatingFunction交易功能交易功能TransactionalFunctions物流功能物流功能Logistical Functions调研调研 Researching融资融资 Financing实体分销实体分销 Physically distributing储存储存 Storing分类分类 Sorting33物流 LogisticsThe process of strategically managing the effi

16、cient flow and storage of raw materials, in-process inventory, and finished goods from point of origin to point of consumption34中间商的筛选n财力n信誉n销售业绩n销售组织n实物设施n覆盖率n产品一致性/互补性n战略目标n分销商期望从双方关系中获得什么，国际营销者在哪些方面可以满足它n售后服务能力n与当地政府关系n沟通35Learning Objective 36渠道关系管理Managing Channel Relationships渠道伙伴渠道伙伴Channel P

17、artnering渠道冲突渠道冲突Channel Conflict渠道领袖渠道领袖 Channel Leadership渠道控制渠道控制Channel Control渠道权力渠道权力Channel Power537渠道权力、控制和领袖Channel Power, Control, and Leadership渠道权力渠道权力ChannelPower渠道控制渠道控制ChannelControl渠道领袖渠道领袖Channel Leader某渠道成员控制和影响其它成员行为某渠道成员控制和影响其它成员行为的能力的能力 A channel members capacity to control or i

18、nfluence the behavior of other channel members某渠道成员有意影响其他成员的行为某渠道成员有意影响其他成员的行为A situation that occurs when one marketing channel member intentionally affects another members behavior. 渠道中能向其他成员施加权力的某个成员渠道中能向其他成员施加权力的某个成员 A member of a marketing channelthat exercises authority/power over the activiti

19、es of other members.538渠道冲突 Channel Conflict分销渠道成员的目标、方法冲突A clash of goals and methods between distribution channel members.水平冲突水平冲突HorizontalConflict同级成员冲突同级成员冲突Occurs among channel members on the same level垂直冲突垂直冲突VerticalConflict不同级成员冲突不同级成员冲突Occurs among channel members at different levels 539建立

20、渠道伙伴关系Channel PartneringThe joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage.540交易关系vs.伙伴关系Transaction- vs. Partnership-Based FirmsShort-term relationshipsMultiple suppliersAdversarial(敌对敌对) relationshipsPrice dominatesMinimal supplier investmentMinimal information sharingFirms are independent Minimal functional area interaction Long-term relationshipsFew suppliersCooperative partnerships Va