什么是分销渠道? 121 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 marketing decision 商务策划学院2002
商务策划学院 2002 什么是分销渠道 12-1 ? • 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 marketing decision
中问商为何很重要? 12-2 Greater efficiency in making goods available to target markets Offer the firm more than it can achieve on it's own through the intermediaries Contacts -Experience -Specialization Scale of operation Match supply and demand 商务策划学院2002
商务策划学院 2002 中间商为何很重要 12-2 ? • Greater efficiency in making goods available to target markets. • Offer the firm more than it can achieve on it’s own through the intermediaries: –Contacts –Experience –Specialization –Scale of operation • Match supply and demand
分销渠道的功能 123 All Use Up Scarce Resources All May Often Be Performed Better Through Specialization All Can Often Be Shifted Among Channel Members Risk Taking Information Financing Promotion Physical Contact Distribution Negotiation Matching 商务策划学院2002
商务策划学院 2002 分销渠道的功能 12-3 Contact Financing Risk Taking Information Promotion Negotiation Matching Physical Distribution • 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 124 Channel Level -A Layer of Intermediaries that Perform Some Work in Bringing the Product and it's Ownership Closer to the Buyer. Channel 1 Direct Channe 2 Indirect R Channe/ 3 W R Channe/ 4 M中W、小中R十C 商务策划学院2002
商务策划学院 2002 消费品分销渠道模式 12-4 Direct Indirect M → W → J → R → C M → W R → C M R → C M C Channel 1 Channel 2 Channel 3 Channel 4 Channel Level - A Layer of Intermediaries that Perform Some Work in Bringing the Product and it’s Ownership Closer to the Buyer
渠道合作与冲突 125 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 doesn't happen, conflict occurs: Horizontal Conflict 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 商务策划学院2002
商务策划学院 2002 渠道合作与冲突 12-5 • 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 doesn’t happen, conflict occurs: –Horizontal Conflict 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 126 Greater Corporate Common Ownership at Different Levels of the channel Degree Contractual of Contractual Agreement Among Direct Channel Members Control Administered Leadership is Assumed by One or Lesser a Few Dominant Members 商务策划学院2002
商务策划学院 2002 纵向渠道类型 12-6 Corporate Common Ownership at Different Levels of the Channel Contractual Contractual Agreement Among Channel Members Administered Leadership is Assumed by One or a Few Dominant Members Greater Lesser Degree of Direct Control
渠道选择决策 12-7 Analyzing Consumer Service Needs Setting Channel Objectives Constraints Identifying Major Alternatives Intensive Selective Exclusive Distribution Distribution Distribution Evaluating the Major Alternatives 商务策划学院2002
商务策划学院 2002 渠道选择决策 12-7 Analyzing Consumer Service Needs Setting Channel Objectives & Constraints Exclusive Distribution Selective Distribution Intensive Distribution Identifying Major Alternatives Evaluating the Major Alternatives
12-8 运输决策 Rail Nation's largest carrier, cost-effective for shipping bulk products, piggyback Truck Flexible in routing time schedules, efficient for short-hauls of high value goods too Water Low cost for shipping bulky, low-value /N goods, slowest form Pipeline Ship petroleum, natural gas, and chemicals from sources to markets Air High cost, ideal when speed is needed or to ship high-value, low-bulk items 商务策划学院2002
商务策划学院 2002 12-8 运输决策 Rail Nation’s largest carrier, cost-effective for shipping bulk products, piggyback Truck Flexible in routing & time schedules, efficient for short-hauls of high value goods Water Low cost for shipping bulky, low-value goods, slowest form Pipeline Ship petroleum, natural gas, and chemicals from sources to markets Air High cost, ideal when speed is needed or to ship high-value, low-bulk items
选择运输方案 129 Checklist for Choosing Transportation Modes 1 Speed 2. Dependability. 3 Capability. √4.Avai| ability 5. Cost 商务策划学院2002
商务策划学院 2002 选择运输方案 12-9 1. Speed. 2. Dependability. 3. Capability. 4. Availability. 5. Cost. Checklist for Choosing Transportation Modes