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1、13 0 MarketingChannelsandSupplyChainManagement 分销渠道及后勤管理 13 1 Objectives目标 Knowwhycompaniesusedistributionchannelsandunderstandthefunctionsthatthesechannelsperform Learnhowchannelmembersinteractandhowtheyorganizetoperformtheworkofthechannel Knowthemajorchannelalternativesthatareopentoacompany 解释为什么公
2、司要使用分销渠道 并讨论这些渠道所起的作用 讨论渠道成员是如何相互作用 以及组织起来发挥渠道功能明确公司可行的主要渠道选择 13 2 Objectives目标 Comprehendhowcompaniesselect motivate andevaluatechannelmembers Understandthenatureandimportanceofmarketinglogisticsandintegratedsupplychainmanagement 讨论公司怎样选择 激励和评估渠道成员讨论实体分销的性质和重要性 13 3 Dominatesworld smarketsforheavyc
3、onstructionandminingequipment IndependentdealersarekeytosuccessDealernetworkislinkedviacomputers Caterpillarstressesdealerprofitability extraordinarydealersupport personalrelationships dealerperformanceandfull honest andfrequentcommunications Caterpillar卡特彼勒公司 CaseStudy案例研究 13 4 Definition定义 ValueDe
4、liveryNetworkThenetworkmadeupofthecompany suppliers distributors andultimatelycustomerswho partner witheachothertoimprovetheperformanceoftheentiresystem 让渡价格网络由企业 供应商 分销商和最终用户这些彼此相互 合作 以提高整个系统绩效的成员组成的网络 13 5 Nature ImportanceofMarketingChannels营销渠道的性质和重要性 Channelchoicesaffectotherdecisionsinthemarke
5、tingmixPricing MarketingcommunicationsAstrongdistributionsystemcanbeacompetitiveadvantageChanneldecisionsinvolvelong termcommitmentstootherfirms 渠道选择影响营销组合中的其它决策定价 营销沟通有力的分销渠道可以提供竞争优势渠道决策涉及与其它公司的长期沟通 13 6 Nature ImportanceofMarketingChannels营销渠道的性质和重要性 HowChannelMembersAddValueIntermediariesrequiref
6、ewercontactstomovetheproducttothefinalpurchaser Intermediarieshelpmatchproductassortmentdemandwithsupply Intermediarieshelpbridgemajortime place andpossessiongapsthatseparateproductsfromthosewhowouldusethem 渠道成员怎样增加价值中介要以更少的联系将产品送到最终购买者手中中介帮助匹配产品分类需要与供应中介帮助缩减产品和其使用者间在时间 地点和所有权上的距离S 13 7 KeyFunctions
7、PerformedbyChannelMembers渠道成员承担的关键职能 InformationPromotionContactMatchingNegotiationPhysicalDistributionFinancingRisktaking 信息促销联系调谈判实体分派融资风险承担 13 8 Nature ImportanceofMarketingChannels营销渠道的性质和重要性 NumberofChannelLevelsThenumberofintermediarylevelsindicatesthelengthofamarketingchannel DirectChannelsIn
8、directChannelsProducerslosemorecontrolandfacegreaterchannelcomplexityasadditionalchannellevelsareadded 渠道层次的数量中间层的数量表明了营销渠道的长度直接渠道间接渠道渠道水平增加会使生产商失去更多控制 使渠道更复杂 13 9 ChannelMembersAreConnectedViaAVarietyofFlows渠道成员经由以下变量连接起来 PhysicalFlowPaymentFlowFlowofOwnershipInformationFlowPromotionFlow 物质流现金流所有权流
9、信息流促销流 13 10 ChannelBehaviorandOrganization渠道行为和组织 ChannelConflictOccurswhenchannelmembersdisagreeonroles activities orrewards TypesofConflict Horizontalconflict occursamongfirmsatthesamechannellevelVerticalconflict occursamongfirmsatdifferentchannellevels 渠道冲突当渠道成员对角色 行动或回报产生不同意见时产生冲突的类型水平冲突 同一渠道水平
10、的公司间垂直冲突 不同渠道水平的公司间 13 11 ChannelBehaviorandOrganization渠道行为和组织 VerticalMarketingSystemsCorporateVMSContractualVMSManufacturer sponsoredretailerfranchisesystemManufacturer sponsoredwholesalerfranchisesystemService firm sponsoredretailerfranchisesystemAdministeredVMS 垂直营销系统统一型垂直营销系统契约型垂直营销系统生产商主办的零售商
11、特许权系统生产商主办的批发商特许权系统服务公司主办的零售商特许权系统管理型垂直营销系统 13 12 ChannelBehaviorandOrganization渠道行为和组织 MultichannelDistributionSystemsAlsocalledhybridmarketingchannelsOccurswhenafirmusestwoormoremarketingchannelsHybridmarketinghasmanyadvantagesChangingChannelOrganizationDisintermediation 多渠道分销系统也称为混合营销渠道系统当一个企业建立两
12、个或两个以上的分销渠道时混合营销有许多优势渠道组织变化中介弱化 13 13 ChannelDesignDecisions渠道设计决策 Step1 AnalyzingConsumerNeedsCostandfeasibilityofmeetingneedsmustbeconsideredStep2 SettingChannelObjectivesSetchannelobjectivesintermsoftargetedlevelofcustomerserviceManyfactorsinfluencechannelobjectives 步骤一 分析消费者需求必须考虑满足需求的成本和可行性步骤二
13、确定渠道目标根据目标消费者的期望服务水平确定渠道目标许多因素都会影响渠道目标 13 14 ChannelDesignDecisions渠道设计决策 Step3 IdentifyingMajorAlternativesTypesofintermediariesCompanysalesforce manufacturer sagency industrialdistributorsNumberofmarketingintermediariesIntensive selective andexclusivedistributionResponsibilitiesofchannelmembers 步骤
14、三 明确主要选择中介机构的种类公司销售队伍 制造商的代理商 行业分销商营销中间商的数量密集型分销 选择型分销 专卖型分销渠道成员的责任 13 15 ChannelDesignDecisions渠道设计决策 Step4 EvaluatingMajorAlternativesEconomiccriteriaControlissuesAdaptivecriteria 步骤四 评估主要的分销渠道经济标准控制问题适应性标准 13 16 ChannelDesignDecisions渠道设计决策 DesigningInternationalDistributionChannelsGlobalmarketer
15、susuallyadapttheirchannelstrategiestostructuresthatexistwithinforeigncountriesKeychallenges MaybecomplexorhardtopenetrateMaybescattered inefficient ortotallylacking 设计国际分销渠道国际市场营销人员必须调整它们的渠道策略 以适应当地的情况主要挑战复杂 难以进入分散 效率低或不足 13 17 ChannelManagementDecisions分销渠道管理决策 SelectingChannelMembersIdentifycharac
16、teristicsthatdistinguishthebestchannelmembersManagingandMotivatingChannelMembersPartnerrelationshipmanagement PRM iskeyEvaluatingChannelMembersPerformanceshouldbecheckedagainststandardsChannelmembersshouldberewardedorreplacedasdictatedbyperformance 选择分销渠道成员识别区分最佳渠道成员的变量管理和激励分销渠道成员关键是合作关系管理 PRM 评估分销渠道成员依据标准评价业绩依据业绩奖励或替换渠道成本 13 18 PublicPolicyandDistributionDecisions公共政策与分销决策 ExclusivedistributionOnlycertainoutletsareallowedtocarryafirm sproductsExclusivedealingExclusiveterritorialagreementsTyinga
