Chapter 10 Marketing ChannelsIntroduc-tion
Slides
Cases
Questions
Readings
BACK
Introduction
渠道为王时代的到来
1.Channel Functions
2.Types of channels
3.Channel Design
4.Channel Management
5.Trends of Channel Management
4
What Is A Marketing Channel
A marketing channel is a set of
independent organizations involved in the
process of making a product or service
available for use or consumption.
5
1.Distribution Channel Functions
Ordering
Payments
CommunicationTransfer
Negotiation
FinancingRisk Taking
Physical
Distribution
Information
6
M C
Number of Contacts
= 3 * 3 = 9
Number of Contacts
= 3＋ 3 = 6
M
M M
M
M
C
C C
C
C
D
Why Channel needed
7
Channel Flows
Pr
od
uc
ers
Wh
ole
sale
rs
Re
tai
ler
s
Co
ns
um
ers
Indus
tri
al
and
Ho
us
eho
ld
Physical
Possession
Ownership
Promotion
Negotiation
Financing
Risking
Ordering
Payment
Physical
Possession
Ownership
Promotion
Negotiation
Financing
Risking
Ordering
Payment
Physical
Possession
Promotion
Ownership
Negotiation
Financing
Risking
Ordering
Payment
8
2.Consumer Marketing Channels
Wholesaler Jobber Retailer Consumer
Consumer
Retailer Consumer?
Manufacturer
0-level channel
Wholesaler Retailer ConsumerMfg
2-level channel
Mfg
3-level channel
1-level channel
Manufacturer
9
distributors
Sales Branch
Co
ns
um
er
Ma
nu
fac
tu
re
r
representative
3.Industrial Marketing Channels
10
4,Types of Intermediaries (1)
Retailer
Specialty Stores
Department Stores
Supermarkets
Convenience Stores
Off-Price Retailer
Superstores
Catalog Showroom
Discount Stores
Retail Store Non Store
Direct Marketing
Automatic Vending
Buying Service
Direct Selling
11
零售形态 主要关注毛利还是周转批量拆分空间便利性等待和递送时间产品品种
（宽度）
产品类别
（深度）
百货商店 毛利 可以 中 短 宽 中－浅专卖店（如
Gap）
毛利 可以 中 短 窄 深邮购 毛利 可以 极高 中－长 窄 中便利店（如 7-
11）
毛利和周转可以 很高 短 宽 浅类别杀手（如
Toys”R”Us）
周转 可以 低 短 深 多大宗折扣商场
（如沃尔玛）
周转 可以 低 中（可能断货）
宽 浅大规模自选商场（家乐福）
周转 可以 低 中 宽 中仓储俱乐部
（ Sam’s Club）
周转 不可以 低 中－长
（可能断货）
宽 浅
12
中国零售业主要业态
Department Store (百货店 )
Supermarket (超级市场 )
Hypermarket (大型综合超市 )
CVS (便利店 )
Warehouse Club (仓储式商场 )
Specialty Store (专业店 )
Franchise (专卖店 )
Shopping Mall (购物中心 )
13
Wholesaler
Distributor
4,Types of Intermediaries (2)
14
Selecting
Motivating
Training
Evaluating
5.Channel Management Decisions
Designing
Management
15
four steps of designing a channel system
Analyzing customer needs
Establishing channel objectives
Identifying major channel alternatives
Evaluating major channel alternatives
16
Analyze Customers’ Desired Service Output Levels
-- Lot size
-- Waiting time
-- Spatial convenience
-- Product variety
-- Service backup
17
Selecting the types,length
Direct channels
Indirect channels
Marketing Channel Selecting (1)
Selecting the member:breadth
Exclusive Distribution
Selective Distribution
Intensive Distribution
18
Factors for Channel member selecting
Product factors
Firm factors
Market factors
Policy and legal factors
Economic factors
19
Marketing Channel Selecting (2)
Selecting channel systems
-- Horizontal Marketing System (HMS)
-- Vertical Marketing System (VMS)
-- Multi-channel Marketing System
20
Types of Vertical Marketing Systems
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
21
Managing Marketing Channels
Determining rules
-- Respectful
-- Profitable:win-win
(1) Determining the rights and responsibilities
Trade-relation mix
-- Price policies
-- Conditions of sales
-- Territorial rights
-- Mutual service and responsibilities
22
Managing Marketing Channels
(2) Evaluating the channel members
Economic Criteria
Control Criteria
Adaptive Criteria
(3) Motivating the channel members
23
The Value-Adds versus Costs of Different Channels
24
柯达的分销策略柯达 \富士在中国的主要分销策略富士的分销策略结果是,
富士的销售渠道较长，导致：
市场后勤管理不如柯达；
对产品不能很好控制，给伪冒产品有机可乘。
垂直型营销系统中国设厂区域分销零售商日本厂家中港澳总代理主要城市代理零售商
25
Channel
Modifying
With PLC
Introductory
stage:
Specialist
Growth Stage:
High-value Channel
Maturity stage:
Low-cost
Channel
Decline stage:
Lower-cost channel
26
Channel Value Added and Market Growth Rate
27
Managing Marketing Channels
(5) Managing channel conflicts
Types of channel conflicts
-- Horizontal channel conflicts
-- Vertical channel conflicts
-- Multi-channel conflicts
28
DE
LL
END
-USER
www.dell.com.cn
800-858-2331
Show Room
Sales Force
29
DE
LL
END
-USER
www.dell.com.cn
800-858-2331
Show Room
Sales Force
30
Causes of Channel Conflict
-- Incompatibility
-- Difference in Perception
-- Great Dependence
31
6,The trends of marketing channel
Strategic designing
Partnership and Strategic alliances
Growing importance of technology
Growth of Value Networks
Emerging of superpower retailers
The growth of non-store retailing
E - channels
32
联盟式渠道结构的兴起
–特许经营系统
–专卖店系统
–加盟连锁系统
–合作联盟系统：
–互惠渠道联盟,TCL与松下公司
33
中国企业渠道环境的变化
–需求差异化趋势
–终端规模化趋势
–采购集团化趋势
–洋企本土化趋势
–竞争白热化趋势
34
中国企业的渠道战略：家电产业案例（ 1）
--品牌专营化
海尔 3C专卖店
TCL专卖店
长虹、小天鹅专柜（品牌展示旗舰店）
--产销联盟化
荣事达－苏宁
长虹－国美
35
– 购销电子化
小天鹅、科龙与,易连网,
海尔网上营销
– 渠道网络化
长虹 8000多家终端
科龙 4000多家终端
– 渠道扁平化
科龙：,深度分销,和,终端直控,
TCL：切入零售、辅导批发、锁定顾客中国企业的渠道战略：家电产业案例（ 2）
Dell
电脑公司案例精选回第十章起始目录
37
思考练习：
1,营销渠道有哪些功能？
2,经销商,代理商,批发商,零售商和经纪商的区别和联系是什么？
3,什么是水平分销系统？ 什么是垂直分销系统
？
4,企业在设计分销渠道时应当处理好哪些关系
？
5,评估分销渠道绩效的标准有哪些？
38
阅读任务
1,教材第三篇第 11章
,销售渠道和后勤管理
,第 12章,零售和批发,
,第 457－ 555页 。
阅读任务
2,菲利普 ·科特勒,
,营销管理,
（ 第九版 ）
第四篇第 18,19章。
回总目录
Slides
Cases
Questions
Readings
BACK
Introduction
渠道为王时代的到来
1.Channel Functions
2.Types of channels
3.Channel Design
4.Channel Management
5.Trends of Channel Management
4
What Is A Marketing Channel
A marketing channel is a set of
independent organizations involved in the
process of making a product or service
available for use or consumption.
5
1.Distribution Channel Functions
Ordering
Payments
CommunicationTransfer
Negotiation
FinancingRisk Taking
Physical
Distribution
Information
6
M C
Number of Contacts
= 3 * 3 = 9
Number of Contacts
= 3＋ 3 = 6
M
M M
M
M
C
C C
C
C
D
Why Channel needed
7
Channel Flows
Pr
od
uc
ers
Wh
ole
sale
rs
Re
tai
ler
s
Co
ns
um
ers
Indus
tri
al
and
Ho
us
eho
ld
Physical
Possession
Ownership
Promotion
Negotiation
Financing
Risking
Ordering
Payment
Physical
Possession
Ownership
Promotion
Negotiation
Financing
Risking
Ordering
Payment
Physical
Possession
Promotion
Ownership
Negotiation
Financing
Risking
Ordering
Payment
8
2.Consumer Marketing Channels
Wholesaler Jobber Retailer Consumer
Consumer
Retailer Consumer?
Manufacturer
0-level channel
Wholesaler Retailer ConsumerMfg
2-level channel
Mfg
3-level channel
1-level channel
Manufacturer
9
distributors
Sales Branch
Co
ns
um
er
Ma
nu
fac
tu
re
r
representative
3.Industrial Marketing Channels
10
4,Types of Intermediaries (1)
Retailer
Specialty Stores
Department Stores
Supermarkets
Convenience Stores
Off-Price Retailer
Superstores
Catalog Showroom
Discount Stores
Retail Store Non Store
Direct Marketing
Automatic Vending
Buying Service
Direct Selling
11
零售形态 主要关注毛利还是周转批量拆分空间便利性等待和递送时间产品品种
（宽度）
产品类别
（深度）
百货商店 毛利 可以 中 短 宽 中－浅专卖店（如
Gap）
毛利 可以 中 短 窄 深邮购 毛利 可以 极高 中－长 窄 中便利店（如 7-
11）
毛利和周转可以 很高 短 宽 浅类别杀手（如
Toys”R”Us）
周转 可以 低 短 深 多大宗折扣商场
（如沃尔玛）
周转 可以 低 中（可能断货）
宽 浅大规模自选商场（家乐福）
周转 可以 低 中 宽 中仓储俱乐部
（ Sam’s Club）
周转 不可以 低 中－长
（可能断货）
宽 浅
12
中国零售业主要业态
Department Store (百货店 )
Supermarket (超级市场 )
Hypermarket (大型综合超市 )
CVS (便利店 )
Warehouse Club (仓储式商场 )
Specialty Store (专业店 )
Franchise (专卖店 )
Shopping Mall (购物中心 )
13
Wholesaler
Distributor
4,Types of Intermediaries (2)
14
Selecting
Motivating
Training
Evaluating
5.Channel Management Decisions
Designing
Management
15
four steps of designing a channel system
Analyzing customer needs
Establishing channel objectives
Identifying major channel alternatives
Evaluating major channel alternatives
16
Analyze Customers’ Desired Service Output Levels
-- Lot size
-- Waiting time
-- Spatial convenience
-- Product variety
-- Service backup
17
Selecting the types,length
Direct channels
Indirect channels
Marketing Channel Selecting (1)
Selecting the member:breadth
Exclusive Distribution
Selective Distribution
Intensive Distribution
18
Factors for Channel member selecting
Product factors
Firm factors
Market factors
Policy and legal factors
Economic factors
19
Marketing Channel Selecting (2)
Selecting channel systems
-- Horizontal Marketing System (HMS)
-- Vertical Marketing System (VMS)
-- Multi-channel Marketing System
20
Types of Vertical Marketing Systems
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
21
Managing Marketing Channels
Determining rules
-- Respectful
-- Profitable:win-win
(1) Determining the rights and responsibilities
Trade-relation mix
-- Price policies
-- Conditions of sales
-- Territorial rights
-- Mutual service and responsibilities
22
Managing Marketing Channels
(2) Evaluating the channel members
Economic Criteria
Control Criteria
Adaptive Criteria
(3) Motivating the channel members
23
The Value-Adds versus Costs of Different Channels
24
柯达的分销策略柯达 \富士在中国的主要分销策略富士的分销策略结果是,
富士的销售渠道较长，导致：
市场后勤管理不如柯达；
对产品不能很好控制，给伪冒产品有机可乘。
垂直型营销系统中国设厂区域分销零售商日本厂家中港澳总代理主要城市代理零售商
25
Channel
Modifying
With PLC
Introductory
stage:
Specialist
Growth Stage:
High-value Channel
Maturity stage:
Low-cost
Channel
Decline stage:
Lower-cost channel
26
Channel Value Added and Market Growth Rate
27
Managing Marketing Channels
(5) Managing channel conflicts
Types of channel conflicts
-- Horizontal channel conflicts
-- Vertical channel conflicts
-- Multi-channel conflicts
28
DE
LL
END
-USER
www.dell.com.cn
800-858-2331
Show Room
Sales Force
29
DE
LL
END
-USER
www.dell.com.cn
800-858-2331
Show Room
Sales Force
30
Causes of Channel Conflict
-- Incompatibility
-- Difference in Perception
-- Great Dependence
31
6,The trends of marketing channel
Strategic designing
Partnership and Strategic alliances
Growing importance of technology
Growth of Value Networks
Emerging of superpower retailers
The growth of non-store retailing
E - channels
32
联盟式渠道结构的兴起
–特许经营系统
–专卖店系统
–加盟连锁系统
–合作联盟系统：
–互惠渠道联盟,TCL与松下公司
33
中国企业渠道环境的变化
–需求差异化趋势
–终端规模化趋势
–采购集团化趋势
–洋企本土化趋势
–竞争白热化趋势
34
中国企业的渠道战略：家电产业案例（ 1）
--品牌专营化
海尔 3C专卖店
TCL专卖店
长虹、小天鹅专柜（品牌展示旗舰店）
--产销联盟化
荣事达－苏宁
长虹－国美
35
– 购销电子化
小天鹅、科龙与,易连网,
海尔网上营销
– 渠道网络化
长虹 8000多家终端
科龙 4000多家终端
– 渠道扁平化
科龙：,深度分销,和,终端直控,
TCL：切入零售、辅导批发、锁定顾客中国企业的渠道战略：家电产业案例（ 2）
Dell
电脑公司案例精选回第十章起始目录
37
思考练习：
1,营销渠道有哪些功能？
2,经销商,代理商,批发商,零售商和经纪商的区别和联系是什么？
3,什么是水平分销系统？ 什么是垂直分销系统
？
4,企业在设计分销渠道时应当处理好哪些关系
？
5,评估分销渠道绩效的标准有哪些？
38
阅读任务
1,教材第三篇第 11章
,销售渠道和后勤管理
,第 12章,零售和批发,
,第 457－ 555页 。
阅读任务
2,菲利普 ·科特勒,
,营销管理,
（ 第九版 ）
第四篇第 18,19章。
回总目录
