國(guó)際市場(chǎng)分銷(xiāo)策略教材

1、第八章 國(guó)際市場(chǎng)分銷(xiāo)策略Chapter Eight Channels of Distribution1內(nèi)容提要n分銷(xiāo)渠道及其意義n分銷(xiāo)渠道的結(jié)構(gòu)n分銷(xiāo)渠道的設(shè)計(jì)n中間商的選擇n渠道管理n灰色市場(chǎng)2Learning Objective 3分銷(xiāo)渠道 Marketing Channels分銷(xiāo)渠道分銷(xiāo)渠道MarketingChannel供應(yīng)鏈供應(yīng)鏈SupplyChain一系列互相聯(lián)系的、促進(jìn)產(chǎn)品所有權(quán)一系列互相聯(lián)系的、促進(jìn)產(chǎn)品所有權(quán)從制造商到商業(yè)用戶或消費(fèi)者轉(zhuǎn)移的機(jī)構(gòu)，從制造商到商業(yè)用戶或消費(fèi)者轉(zhuǎn)移的機(jī)構(gòu)，是聯(lián)結(jié)生產(chǎn)者與消費(fèi)者的紐帶是聯(lián)結(jié)生產(chǎn)者與消費(fèi)者的紐帶A set of interdependen

2、t organizations that ease the transfer of ownership as products move from producer to business user or consumerThe connected chain of all the business entities, both internal and external to the company, that perform or support the logistics function.4分銷(xiāo)渠道功能Marketing Channel Functions專(zhuān)業(yè)化與分工專(zhuān)業(yè)化與分工Spe

3、cialization andDivision of LaborChannelsFulfillThreeImportantFunctions克服差異克服差異OvercomingDiscrepancies提高交易效率提高交易效率Providing ContactEfficiency15專(zhuān)業(yè)化與分工Specialization and Division of Laborn提供規(guī)模經(jīng)濟(jì)性 Provides economies of scalen幫助缺乏直接銷(xiāo)售資源的生產(chǎn)商 Aids producers who lack resources to market directlyn與顧客建立良好聯(lián)系 B

4、uilds good relationships with customers6克服差異Overcoming Discrepancies數(shù)量差異數(shù)量差異Discrepancyof Quantity分類(lèi)差異分類(lèi)差異DiscrepancyOf Assortment廠商大量生產(chǎn)、顧客小批量購(gòu)買(mǎi)廠商大量生產(chǎn)、顧客小批量購(gòu)買(mǎi)The difference between the amount ofproduct produced and the amount an end user wants to buy 廠商種類(lèi)狹窄、顧客需求寬泛廠商種類(lèi)狹窄、顧客需求寬泛The lack of all the ite

5、ms a customerneeds to receive full satisfaction from a product or products7克服差異Overcoming Discrepancies時(shí)間差異時(shí)間差異TemporalDiscrepancy空間差異空間差異SpatialDiscrepancy產(chǎn)品已生產(chǎn)、顧客未準(zhǔn)備購(gòu)買(mǎi)產(chǎn)品已生產(chǎn)、顧客未準(zhǔn)備購(gòu)買(mǎi) A situation that occurs when a productis produced but a customer is not ready to buy it廠商地理位置固定、市場(chǎng)分散廠商地理位置固定、市場(chǎng)分散The

6、difference between the location of a producer and the location of widely scattered markets8交易效率 Contact EfficiencyZenithSonyRCAToshibaZenithSonyRCAToshiba9Learning Objective 10消費(fèi)品的渠道Channels for Consumer ProductsProducerProducerProducerProducerConsumersConsumersConsumersConsumersRetailersRetailersRe

7、tailersWholesalersWholesalersAgents orBrokers11商業(yè)品的渠道Channels for Business-to-Business ProductsProducerProducerProducerProducerIndustrialUserIndustrialUserIndustrialUserIndustrialUserIndustrialDistributorIndustrialDistributorAgents orBrokersAgents orBrokersProducerGovernmentBuyer12直接渠道 Direct Channe

8、l廠商直接向消費(fèi)者銷(xiāo)售的分銷(xiāo)渠道A distribution channelin which producers sell directly to consumers.13直銷(xiāo) vs. 傳銷(xiāo)Direct sales vs. direct sales直銷(xiāo)傳銷(xiāo)法律地位合法非法收入主要來(lái)源賣(mài)產(chǎn)品拉人頭入門(mén)費(fèi)低高宣傳助人自助快速致富14其它可選渠道Alternative Channel Arrangements非傳統(tǒng)渠道非傳統(tǒng)渠道NontraditionalChannels多重渠道多重渠道Multiple Channels渠道調(diào)整渠道調(diào)整Adaptive Channels 戰(zhàn)略渠道同盟戰(zhàn)略渠道同盟St

9、rategic ChannelAlliances 互聯(lián)網(wǎng)郵購(gòu)使用他人已建渠道直銷(xiāo)-中介15Learning Objective 16渠道設(shè)計(jì)決策Channel Strategy Decisionsn對(duì)渠道的長(zhǎng)度和寬度的設(shè)計(jì)n渠道長(zhǎng)度指中間商的層次和種類(lèi)數(shù)目，如：廠商-批發(fā)商-零售商-消費(fèi)者n渠道寬度也叫分銷(xiāo)密度(distribution intensity)或覆蓋率，指中間商的數(shù)目17影響渠道設(shè)計(jì)的因素內(nèi)部因素外部因素顧客特點(diǎn)公司目標(biāo)文化產(chǎn)品特性競(jìng)爭(zhēng)資本成本覆蓋率控制連續(xù)性溝通18影響渠道設(shè)計(jì)的因素：顧客特點(diǎn)n目標(biāo)顧客的人口統(tǒng)計(jì)和心理統(tǒng)計(jì)特征nWho, what, where, when, h

10、ow19影響渠道設(shè)計(jì)的因素：文化n在設(shè)計(jì)分銷(xiāo)系統(tǒng)時(shí)，營(yíng)銷(xiāo)者必須分析現(xiàn)存的渠道結(jié)構(gòu)、包括渠道成員間的職責(zé)分工分銷(xiāo)文化(distribution culture)n日本分銷(xiāo)渠道的構(gòu)建和管理方式是外國(guó)企業(yè)對(duì)日本主要市場(chǎng)進(jìn)行滲透失敗的一個(gè)主要原因20影響渠道設(shè)計(jì)的因素：競(jìng)爭(zhēng)n類(lèi)似于競(jìng)爭(zhēng)對(duì)手的渠道：交易商和消費(fèi)者所能接受的某種產(chǎn)品的唯一分銷(xiāo)體系n完全不同于競(jìng)爭(zhēng)對(duì)手的分銷(xiāo)方式n在超市賣(mài)游戲軟件21影響渠道設(shè)計(jì)的因素：產(chǎn)品特性n產(chǎn)品復(fù)雜性/專(zhuān)業(yè)化程度n產(chǎn)品價(jià)格n產(chǎn)品生命周期n產(chǎn)品易損性 Product Delicacy22影響渠道設(shè)計(jì)的因素：資本&成本n資本指建立渠道體系資金要求n國(guó)際市場(chǎng)營(yíng)銷(xiāo)者的財(cái)

11、力資源將決定渠道的類(lèi)型，財(cái)力越強(qiáng)，約有能力建立起自己擁有和控制的渠道n成本指渠道建立之后的維持費(fèi)用23影響渠道設(shè)計(jì)的因素：覆蓋率密集密集Intensive選擇性選擇性Selective獨(dú)占性獨(dú)占性ExclusiveAchieve mass marketselling. Convenience goods.Work with selected intermediaries. Shopping and some specialty goods.Work with singleintermediary. Specialty goods and industrial equipment.許多許多Man

12、y若干若干Several唯一唯一One24影響渠道設(shè)計(jì)的因素：控制n使用中間商自然會(huì)使企業(yè)失去其產(chǎn)品營(yíng)銷(xiāo)的部分控制權(quán)，營(yíng)銷(xiāo)者與中間商之間的關(guān)系越松散，控制權(quán)就越小，渠道越長(zhǎng)，營(yíng)銷(xiāo)者在定價(jià)、促銷(xiāo)等方面就難有最終發(fā)言權(quán)n一般而言，營(yíng)銷(xiāo)者若想施加更多控制，就必須為此付出更高成本；要想更好的控制，就必須縮減渠道長(zhǎng)度25影響渠道設(shè)計(jì)的因素：溝通n有效的溝通將有助于國(guó)際營(yíng)銷(xiāo)者把企業(yè)目標(biāo)傳達(dá)給分銷(xiāo)商、解決沖突和促進(jìn)產(chǎn)品的全面營(yíng)銷(xiāo)n營(yíng)銷(xiāo)者在設(shè)計(jì)渠道時(shí)一定要選擇那些能保證信息良好交流的中間商n適當(dāng)?shù)臏贤ú粌H是渠道成員之間的信息通道，而且還會(huì)促進(jìn)對(duì)各方的要求和目標(biāo)的理解26Learning Objective 2

13、7Learning Objective 28中間商的類(lèi)型n分銷(xiāo)關(guān)系或代理關(guān)系n分銷(xiāo)商將購(gòu)買(mǎi)產(chǎn)品，比代理商更富有獨(dú)立性n代理商自由行動(dòng)權(quán)較少，有利于營(yíng)銷(xiāo)者實(shí)施控制n間接出口、直接出口還是統(tǒng)一分銷(xiāo)（自己投資建立分銷(xiāo)機(jī)構(gòu)）29渠道中介Channel Intermediaries零售商零售商Retailer批發(fā)商批發(fā)商MerchantWholesaler代理商代理商Agents andBrokersA channel intermediary that sells mainly to customersAn institution that buys goods from manufacturers,

14、 takes title (所有權(quán)所有權(quán)) to goods, stores them, and resells and ships them 代表渠道成員、促進(jìn)銷(xiāo)售的批發(fā)中介代表渠道成員、促進(jìn)銷(xiāo)售的批發(fā)中介Wholesaling intermediaries who facilitate the sale of a product by representing channel member30渠道中介Channel Intermediaries未取得商品所有權(quán)取得商品所有權(quán)取得商品所有權(quán)31中介完成的渠道功能Channel Functions Performed by Intermedia

15、ries聯(lián)系聯(lián)系Contacting / 促銷(xiāo)促銷(xiāo)Promotion談判談判 Negotiating承擔(dān)風(fēng)險(xiǎn)承擔(dān)風(fēng)險(xiǎn) Risk Taking輔助功能輔助功能FacilitatingFunction交易功能交易功能TransactionalFunctions物流功能物流功能Logistical Functions調(diào)研調(diào)研 Researching融資融資 Financing實(shí)體分銷(xiāo)實(shí)體分銷(xiāo) Physically distributing儲(chǔ)存儲(chǔ)存 Storing分類(lèi)分類(lèi) Sorting32物流 LogisticsThe process of strategically managing the ef

16、ficient flow and storage of raw materials, in-process inventory, and finished goods from point of origin to point of consumption33中間商的篩選n財(cái)力n信譽(yù)n銷(xiāo)售業(yè)績(jī)n銷(xiāo)售組織n實(shí)物設(shè)施n覆蓋率n產(chǎn)品一致性/互補(bǔ)性n戰(zhàn)略目標(biāo)n分銷(xiāo)商期望從雙方關(guān)系中獲得什么，國(guó)際營(yíng)銷(xiāo)者在哪些方面可以滿足它n售后服務(wù)能力n與當(dāng)?shù)卣P(guān)系n溝通34Learning Objective 35渠道關(guān)系管理Managing Channel Relationships渠道伙伴渠道伙伴Channel

17、 Partnering渠道沖突渠道沖突Channel Conflict渠道領(lǐng)袖渠道領(lǐng)袖 Channel Leadership渠道控制渠道控制Channel Control渠道權(quán)力渠道權(quán)力Channel Power536渠道權(quán)力、控制和領(lǐng)袖Channel Power, Control, and Leadership渠道權(quán)力渠道權(quán)力ChannelPower渠道控制渠道控制ChannelControl渠道領(lǐng)袖渠道領(lǐng)袖Channel Leader某渠道成員控制和影響其它成員行為某渠道成員控制和影響其它成員行為的能力的能力 A channel members capacity to control or

18、 influence the behavior of other channel members某渠道成員有意影響其他成員的行為某渠道成員有意影響其他成員的行為A situation that occurs when one marketing channel member intentionally affects another members behavior. 渠道中能向其他成員施加權(quán)力的某個(gè)成員渠道中能向其他成員施加權(quán)力的某個(gè)成員 A member of a marketing channelthat exercises authority/power over the activi

19、ties of other members.537渠道沖突 Channel Conflict分銷(xiāo)渠道成員的目標(biāo)、方法沖突A clash of goals and methods between distribution channel members.水平?jīng)_突水平?jīng)_突HorizontalConflict同級(jí)成員沖突同級(jí)成員沖突Occurs among channel members on the same level垂直沖突垂直沖突VerticalConflict不同級(jí)成員沖突不同級(jí)成員沖突Occurs among channel members at different levels 538

20、建立渠道伙伴關(guān)系Channel PartneringThe joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage.539交易關(guān)系vs.伙伴關(guān)系Transaction- vs. Partnership-Based FirmsShort-term relationshipsMultiple suppliersAdversarial(敵對(duì)敵對(duì)) relationshipsPrice dominatesMinimal supplier investmentMinimal information sharingFirms are independent Minimal functional area interaction Long-term relationshipsFew suppliersCooperative partnerships Value-added services dominateHigh supplier/buyer investmentExtensive information sharingFir