商务策划学院 2002
12-1什么是分销渠道?
? 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
marketing decision.
商务策划学院 2002
12-2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 it’s own through the intermediaries:
–Contacts
–Experience
–Specialization
–Scale of operation
? Match supply and demand.
商务策划学院 2002
12-3分销渠道的功能
Contact
Financing
InformationRisk Taking
Promotion
MatchingNegotiation
Physical
Distribution
? All Use Up Scarce Resources
? All May Often Be Performed Better Through Specialization
? All Can Often Be Shifted Among Channel Members
商务策划学院 2002
12-4消费品分销渠道模式
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.
商务策划学院 2002
12-5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 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
12-6纵向渠道类型
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
商务策划学院 2002
12-7渠道选择决策
Analyzing Consumer Service Needs
Setting Channel Objectives & Constraints
Exclusive
Distribution
Selective
Distribution
Intensive
Distribution
Identifying Major Alternatives
Evaluating the Major Alternatives
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
商务策划学院 2002
12-9选择运输方案
1,Speed.
2,Dependability.
3,Capability.
4,Availability.
5,Cost.
Checklist for Choosing
Transportation Modes