国际市场分销策略.ppt
第八章 国际市场分销策略,Chapter Eight Channels of Distribution,Chapter Eight Channels of Distribution,2,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,Chapter Eight Channels of Distribution,3,Learning Objective,1,分销渠道及其意义Explain what a marketing channel is and why intermediaries are needed,Chapter Eight Channels of Distribution,4,分销渠道 Marketing Channels,1,Chapter Eight Channels of Distribution,5,分销渠道功能Marketing Channel Functions,1,Chapter Eight Channels of Distribution,6,专业化与分工Specialization and Division of Labor,1,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,Chapter Eight Channels of Distribution,7,克服差异Overcoming Discrepancies,1,Chapter Eight Channels of Distribution,8,克服差异Overcoming Discrepancies,1,Chapter Eight Channels of Distribution,9,交易效率 Contact Efficiency,1,Chapter Eight Channels of Distribution,10,Learning Objective,分销渠道结构Describe the channel structures for consumer and business-to-business products and discuss alternative channel arrangements.,2,Chapter Eight Channels of Distribution,11,消费品的渠道Channels for Consumer Products,Producer,Producer,Producer,Producer,Consumers,Consumers,Consumers,Consumers,Retailers,Retailers,Retailers,Wholesalers,Wholesalers,Agents orBrokers,WholesalerChannel,RetailerChannel,DirectChannel,Agent/BrokerChannel,2,Chapter Eight Channels of Distribution,12,商业品的渠道Channels for Business-to-Business Products,Producer,Producer,Producer,Producer,IndustrialUser,IndustrialUser,IndustrialUser,IndustrialUser,IndustrialDistributor,IndustrialDistributor,Agents orBrokers,Agents orBrokers,Agent/BrokerChannel,IndustrialDistributor,DirectChannel,Producer,GovernmentBuyer,DirectChannel,Agent/BrokerIndustrialChannel,2,Chapter Eight Channels of Distribution,13,直接渠道 Direct Channel,厂商直接向消费者销售的分销渠道A distribution channelin which producers sell directly to consumers.,2,Chapter Eight Channels of Distribution,14,直销 vs.传销Direct sales vs.direct sales,2,Chapter Eight Channels of Distribution,15,其它可选渠道Alternative Channel Arrangements,非传统渠道NontraditionalChannels,DifferentChannelsMay be Used,多重渠道Multiple Channels,渠道调整Adaptive Channels,战略渠道同盟Strategic ChannelAlliances,2,互联网邮购,使用他人已建渠道,直销-中介,Chapter Eight Channels of Distribution,16,Learning Objective,渠道设计Discuss the issues that influence channel strategy,3,Chapter Eight Channels of Distribution,17,渠道设计决策Channel Strategy Decisions,对渠道的长度和宽度的设计渠道长度指中间商的层次和种类数目，如：厂商-批发商-零售商-消费者渠道宽度也叫分销密度(distribution intensity)或覆盖率，指中间商的数目,3,Chapter Eight Channels of Distribution,18,影响渠道设计的因素,3,Chapter Eight Channels of Distribution,19,影响渠道设计的因素：顾客特点,目标顾客的人口统计和心理统计特征Who,what,where,when,how,3,美国A-B公司在日本获得成功，就始于Suntory公司获取进口经营权以后，其营销计划着重在迪斯科舞厅、酒吧和其它夜生活地点销售其产品，这些地方是日本富有的、爱好旅行的年轻人的聚集场所。日本年轻人受美国文化的影响，比年长一代更容易接受新产品，利用这一优势，Suntory公司把注意力集中于新一代，并通过上述地点的销售带动其它零售网点的销售,Chapter Eight Channels of Distribution,20,影响渠道设计的因素：文化,在设计分销系统时，营销者必须分析现存的渠道结构、包括渠道成员间的职责分工分销文化(distribution culture)日本分销渠道的构建和管理方式是外国企业对日本主要市场进行渗透失败的一个主要原因,3,Chapter Eight Channels of Distribution,21,影响渠道设计的因素：竞争,类似于竞争对手的渠道：交易商和消费者所能接受的某种产品的唯一分销体系完全不同于竞争对手的分销方式在超市卖游戏软件,3,Chapter Eight Channels of Distribution,22,影响渠道设计的因素：产品特性,产品复杂性/专业化程度产品价格产品生命周期产品易损性 Product Delicacy,3,Chapter Eight Channels of Distribution,23,影响渠道设计的因素：资本&成本,资本指建立渠道体系资金要求国际市场营销者的财力资源将决定渠道的类型，财力越强，约有能力建立起自己拥有和控制的渠道成本指渠道建立之后的维持费用,3,Chapter Eight Channels of Distribution,24,影响渠道设计的因素：覆盖率,3,Chapter Eight Channels of Distribution,25,影响渠道设计的因素：控制,3,使用中间商自然会使企业失去其产品营销的部分控制权，营销者与中间商之间的关系越松散，控制权就越小，渠道越长，营销者在定价、促销等方面就难有最终发言权一般而言，营销者若想施加更多控制，就必须为此付出更高成本；要想更好的控制，就必须缩减渠道长度,Chapter Eight Channels of Distribution,26,影响渠道设计的因素：沟通,3,有效的沟通将有助于国际营销者把企业目标传达给分销商、解决冲突和促进产品的全面营销营销者在设计渠道时一定要选择那些能保证信息良好交流的中间商适当的沟通不仅是渠道成员之间的信息通道，而且还会促进对各方的要求和目标的理解,Chapter Eight Channels of Distribution,27,Learning Objective,4,中间商的选择Define the types of channel intermediaries and describe their functions and activities,Chapter Eight Channels of Distribution,28,Learning Objective,4,中间商的选择Define the types of channel intermediaries and describe their functions and activities,Chapter Eight Channels of Distribution,29,中间商的类型,分销关系或代理关系分销商将购买产品，比代理商更富有独立性代理商自由行动权较少，有利于营销者实施控制间接出口、直接出口还是统一分销（自己投资建立分销机构）,4,Chapter Eight Channels of Distribution,30,渠道中介Channel Intermediaries,4,Chapter Eight Channels of Distribution,31,渠道中介Channel Intermediaries,4,未取得商品所有权,取得商品所有权,取得商品所有权,Chapter Eight Channels of Distribution,32,中介完成的渠道功能Channel Functions Performed by Intermediaries,联系Contacting/促销Promotion,谈判 Negotiating,承担风险 Risk Taking,辅助功能FacilitatingFunction,交易功能TransactionalFunctions,物流功能Logistical Functions,调研 Researching,融资 Financing,实体分销 Physically distributing,储存 Storing,分类 Sorting,4,Chapter Eight Channels of Distribution,33,物流 Logistics,The process of strategically managing the efficient flow and storage of raw materials,in-process inventory,and finished goods from point of origin to point of consumption,4,Chapter Eight Channels of Distribution,34,中间商的筛选,财力信誉销售业绩销售组织实物设施覆盖率产品一致性/互补性,战略目标分销商期望从双方关系中获得什么，国际营销者在哪些方面可以满足它售后服务能力与当地政府关系沟通,4,Chapter Eight Channels of Distribution,35,Learning Objective,渠道管理Explain channel leadership,conflict,and partnering,5,Chapter Eight Channels of Distribution,36,渠道关系管理Managing Channel Relationships,渠道伙伴Channel Partnering,渠道冲突Channel Conflict,渠道领袖 Channel Leadership,渠道控制Channel Control,渠道权力Channel Power,Social Dimensions of Channels,5,Chapter Eight Channels of Distribution,37,渠道权力、控制和领袖Channel Power,Control,and Leadership,5,Chapter Eight Channels of Distribution,38,渠道冲突 Channel Conflict,分销渠道成员的目标、方法冲突A clash of goals and methods between distribution channel members.,5,Chapter Eight Channels of Distribution,39,建立渠道伙伴关系Channel Partnering,The joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage.,5,Chapter Eight Channels of Distribution,40,交易关系vs.伙伴关系Transaction-vs.Partnership-Based Firms,5,Chapter Eight Channels of Distribution,41,国际渠道管理因素,5,灰色市场问题,6,Chapter Eight Channels of Distribution,43,灰色市场问题,也叫平行进口（parallel importation）：指具有真实合法的制造商标的产品通过非正规渠道的进口通常比正规渠道的价格便宜（国际市场差别定价、汇率变动等原因造成）,5,Chapter Eight Channels of Distribution,44,灰色市场问题的解决,加强渠道控制，依靠合同关系把企业连结起来几乎所有的灰色市场交易都有正式渠道中的某个成员参与，从而违反了签订的协议标准的做法是剥夺那些违反者的经营权力单一价格策略为不同市场生产不同品种产品,6,Chapter Eight Channels of Distribution,45,灰色市场问题,反对声音：欺骗消费者，不能满足产品标准或消费者对正常售后服务的期望打乱了合法经销商的营销计划，造成渠道冲突支持声音：消费者是受益者，他们从一些制造商不想与之交易的低价和折扣分销商那里获得好处,6,Chapter Eight Channels of Distribution,46,本章小结,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,
