市场营销学双语课件10（PPT 9）-什么是分销渠道

1、什么是分销渠道?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 every other

2、marketing decision.中间商为何很重要?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 operationMatch supply and demand.分销渠道的功能ContactFinancingInformationRisk TakingPromotionMat

3、chingNegotiationPhysicalDistribution All Use Up Scarce Resources All May Often Be Performed Better Through Specialization All Can Often Be Shifted Among Channel Members 消费品分销渠道模式DirectIndirectMWJRCMWRCMRCMCChannel 1Channel 2Channel 3Channel 4Channel Level - A Layer of Intermediaries that Perform Som

4、e Work in Bringing the Product and its Ownership Closer to the Buyer.渠道合作与冲突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 doesnt happen, conflict occurs:Horizontal Con

5、flict occurs among firms at the same level of the channel.Vertical Conflict occurs between different levels of the same channel.For the channel to perform well, conflict must be managed.纵向渠道类型CorporateCommon Ownership at Different Levels of the ChannelContractualContractual Agreement AmongChannel Me

6、mbersAdministeredLeadership is Assumed by One ora Few Dominant MembersGreaterLesserDegreeofDirectControl渠道选择决策Analyzing Consumer Service NeedsSetting Channel Objectives & Constraints ExclusiveDistributionSelectiveDistributionIntensiveDistributionIdentifying Major AlternativesEvaluating the Major Alt

7、ernatives运输决策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 it