国际市场分销策略教材PPT课件
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10
消费品的渠道
Channels for Consumer Products
Direct Channel
Producer
Retailer Channel
Producer
Wholesaler Channel Producer
Wholesalers
Agent/Broker Channel Producer
A distribution channel in which producers sell directly
to consumers.
13
是联结生产者与消费者的纽带
A set of interdependent organizations that ease the transfer of ownership as products move from
producer to business user or consumer
供应链 Supply Chain
The difference between the location of a producer and the location of
widely scattered markets
8
交易效率 Contact Efficiency
Zenith
Sony
RCA
Toshiba
Zenith
Sony
RCA
Agents or Brokers
Wholesalers
ห้องสมุดไป่ตู้
Retailers
Retailers
Retailers
Consumers
Consumers
Consumers
Consumers
11
商业品的渠道
Channels for Business-to-Business Products
Direct Channel
amount an end user wants to buy
厂商种类狭窄、顾客需求宽泛
The lack of all the items a customer needs to receive full satisfaction from a
product or products
7
克服差异
Overcoming Discrepancies
国际市场分销策略教材PPT课件
第八章 国际市场分销策略
Chapter Eight Channels of Distribution
国际市场分销策略教材PPT课件
内容提要
分销渠道及其意义 分销渠道的结构 分销渠道的设计 中间商的选择 渠道管理 灰色市场
2
Learning Objective
专业化与分工
Specialization and Division of Labor
Channels Fulfill Three
Important Functions
克服差异
Overcoming Discrepancies
提高交易效率
Providing Contact Efficiency
5
专业化与分工
6
克服差异
Overcoming Discrepancies
数量差异
Discrepancy of Quantity
分类差异
Discrepancy Of Assortment
厂商大量生产、顾客小批量购买
The difference between the amount of product produced and the
The connected chain of all the business entities, both internal and external to the
company, that perform or support the logistics function.
4
分销渠道功能
1
Marketing Channel Functions
分销渠道及其意义 Explain what a marketing channel is and why intermediaries are needed
3
分销渠道 Marketing Channels
分销渠道
Marketing Channel
一系列互相联系的、促进产品所有权 从制造商到商业用户或消费者转移的机构，
Industrial Distributor
Agent/Broker Agent/Broker
Channel
Industrial
Channel
Direct Channel
Producer
Producer
Producer
Producer
Producer
Industrial User
Industrial Distributor
Industrial User
Agents or Brokers
Industrial User
Agents or Brokers
Industrial Distributor
Industrial User
Government Buyer
12
直接渠道 Direct Channel
厂商直接向消费者销售的 分销渠道
电子城
Circuit City
Toshiba
9
Learning Objective
分销渠道结构 Describe the channel structures
for consumer and business-to-business products
and discuss alternative channel arrangements.
Specialization and Division of Labor
提供规模经济性 Provides economies of scale
帮助缺乏直接销售资源的生产商 Aids producers who lack resources to market directly
与顾客建立良好联系 Builds good relationships with customers
时间差异
Temporal Discrepancy
空间差异
Spatial Discrepancy
产品已生产、顾客未准备购买
A situation that occurs when a product is produced but a
customer is not ready to buy it
厂商地理位置固定、市场分散
消费品的渠道
Channels for Consumer Products
Direct Channel
Producer
Retailer Channel
Producer
Wholesaler Channel Producer
Wholesalers
Agent/Broker Channel Producer
A distribution channel in which producers sell directly
to consumers.
13
是联结生产者与消费者的纽带
A set of interdependent organizations that ease the transfer of ownership as products move from
producer to business user or consumer
供应链 Supply Chain
The difference between the location of a producer and the location of
widely scattered markets
8
交易效率 Contact Efficiency
Zenith
Sony
RCA
Toshiba
Zenith
Sony
RCA
Agents or Brokers
Wholesalers
ห้องสมุดไป่ตู้
Retailers
Retailers
Retailers
Consumers
Consumers
Consumers
Consumers
11
商业品的渠道
Channels for Business-to-Business Products
Direct Channel
amount an end user wants to buy
厂商种类狭窄、顾客需求宽泛
The lack of all the items a customer needs to receive full satisfaction from a
product or products
7
克服差异
Overcoming Discrepancies
国际市场分销策略教材PPT课件
第八章 国际市场分销策略
Chapter Eight Channels of Distribution
国际市场分销策略教材PPT课件
内容提要
分销渠道及其意义 分销渠道的结构 分销渠道的设计 中间商的选择 渠道管理 灰色市场
2
Learning Objective
专业化与分工
Specialization and Division of Labor
Channels Fulfill Three
Important Functions
克服差异
Overcoming Discrepancies
提高交易效率
Providing Contact Efficiency
5
专业化与分工
6
克服差异
Overcoming Discrepancies
数量差异
Discrepancy of Quantity
分类差异
Discrepancy Of Assortment
厂商大量生产、顾客小批量购买
The difference between the amount of product produced and the
The connected chain of all the business entities, both internal and external to the
company, that perform or support the logistics function.
4
分销渠道功能
1
Marketing Channel Functions
分销渠道及其意义 Explain what a marketing channel is and why intermediaries are needed
3
分销渠道 Marketing Channels
分销渠道
Marketing Channel
一系列互相联系的、促进产品所有权 从制造商到商业用户或消费者转移的机构，
Industrial Distributor
Agent/Broker Agent/Broker
Channel
Industrial
Channel
Direct Channel
Producer
Producer
Producer
Producer
Producer
Industrial User
Industrial Distributor
Industrial User
Agents or Brokers
Industrial User
Agents or Brokers
Industrial Distributor
Industrial User
Government Buyer
12
直接渠道 Direct Channel
厂商直接向消费者销售的 分销渠道
电子城
Circuit City
Toshiba
9
Learning Objective
分销渠道结构 Describe the channel structures
for consumer and business-to-business products
and discuss alternative channel arrangements.
Specialization and Division of Labor
提供规模经济性 Provides economies of scale
帮助缺乏直接销售资源的生产商 Aids producers who lack resources to market directly
与顾客建立良好联系 Builds good relationships with customers
时间差异
Temporal Discrepancy
空间差异
Spatial Discrepancy
产品已生产、顾客未准备购买
A situation that occurs when a product is produced but a
customer is not ready to buy it
厂商地理位置固定、市场分散