1、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 Chann
2、els 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
3、 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 Chann
4、els 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,Consumer
5、s,Consumers,Consumers,Consumers,Retailers,Retailers,Retailers,Wholesalers,Wholesalers,Agents or Brokers,Wholesaler Channel,Retailer Channel,Direct Channel,Agent/Broker Channel,2,Chapter Eight Channels of Distribution,12,商业品的渠道 Channels for Business-to-Business Products,Producer,Producer,Producer,Pro
6、ducer,Industrial User,Industrial User,Industrial User,Industrial User,Industrial Distributor,Industrial Distributor,Agents or Brokers,Agents or Brokers,Agent/Broker Channel,Industrial Distributor,Direct Channel,Producer,Government Buyer,Direct Channel,Agent/Broker Industrial Channel,2,Chapter Eight
7、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 channel in 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 Arrangemen
8、ts,非传统渠道Nontraditional Channels,Different Channels May be Used,多重渠道 Multiple Channels,渠道调整 Adaptive Channels,战略渠道同盟 Strategic Channel Alliances,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
9、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, whe
10、re, 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 cultur
11、e) 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 Distrib
12、ution,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
13、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
14、 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
15、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
16、Intermediaries,联系Contacting / 促销Promotion,谈判 Negotiating,承担风险 Risk Taking,辅助功能 Facilitating Function,交易功能 Transactional Functions,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 proc
17、ess 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
18、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,
19、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
20、 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
21、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,
