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第一讲：营销渠道的结构与功能
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第一讲：营销渠道的结构与功能
关注微信公众号From Wikipedia, the free encyclopedia
A marketing channel is the people, organizations, and activities necessary to transfer the ownership of goods from the point of
to the point of . It is the way products and services get to the , and is also known as a . A marketing channel is a useful tool for management, and is crucial to creating an effective and well-planned marketing strategy.
Another less known form of the marketing channel is the Dual Distribution channel. This channel is a less traditional form that allows the
to reach the end-user by using more than one distribution channel. The producer can simultaneously reach the consumer through a direct market, such as a website, or sell to another company or
that will reach the consumer through another channel, i.e., a store. An example of this type of channel would be .
Roles of marketing channel in marketing strategies
Links producers to .
Influences the firm's .
Affecting product strategy through branding, policies, willingness to stock.
Customizes profits, install, maintain, offer credit, etc.
There are four main types of marketing channels.
The producer sells the goods or provides the service directly to the consumer with no involvement with a middle man such as an , a , a , an agent, or a . The consumer goes directly to the producer to buy the product without going through any other channel. This type of marketing is most beneficial to farmers who can set the prices of their products without having to go through the . Typically, goods are that consumed by a smaller segment of the market has influence over producers and, therefore, goods that are produced in the response on the order of a few consumers are taken into account. Normally goods and services of this channel are not utilized by large market segments. Also, the price of the goods is subject to significant fluctuations. For example, high demand dictates an increase in the price.
In addition, this particular channel has three main ways of direct selli peddling, mail-order sales and trade through manufacturer-owned stores. Peddling is an outdated version of trade between two parties and consignments are often sold in small amounts by sellers who are traveling to different places. For example, sales representative sells New Wave cosmetics to housewives by using a method of peddling. Mail-order sales are usually used to sell catalogs, books etc., except industrial and bulky goods. For example, a firm sells collectible through the use of mail-order. Also, this method of selling is normally made without eye contact.
The last method undergoes through manufacture-owned stores. In this situation, the manufacturer itself is surrounded by the stores and directly supplies goods to its stores. For example, Zinger sells its sewing machines through its own stores. Due to distance of goods and products between producer and a seller, it takes an advantage to be an effective channel of distribution in its kind and
producers pay close attention with customers and are aware of theirs' thought's and ideas that are shared with them, there are no intermediaries that could substantially reduce the profit of a company which would then result in significant loss and delivery time is shortened due to having no obstacles like middleman etc. Despite these apparent advantages, direct selling has not become a powerful channel. According to an estimate, even less than 3 percent of total consumers’ sales are made in this channel.
On the other hand, technological innovations, the aid of the internet and convenient smartphones are now changing the way that commerce works significantly. The proliferation of internet-direct channels means that internet companies will be able to produce and directly trade and services and goods with consumers. It can be distributed directly through the internet, for example, services in the sphere of gambling or software such as antivirus programs as such.
Retailers, like
and , buy the product from the manufacturer and sell them directly to the consumer. This channel works best for manufacturers that produce shopping goods like, , , , , and . Since consumers need more time with these items before they decide to purchase them, it is in the best interest of the manufacturer to sell them to another user before it gets into the hand of the consumers. It is also a good strategy to use another dealer to get the product to the end-user if the producer needs to get to the market more quickly by using an established network that already has . In accordance with the form of the retail property, operators can be an independent company, owned by a different owner or to engage in the retail network. Intermediaries (retail service) are essential and useful due to its professionalism, an ability to offer products to the target market, using their connections in the industry, experience, the advantages of specialization and the high quality of work. The fact suggests that manufactories produce large goods and products but limited in its assortment and merchandise. However, consumers seek broader assortment in lesser quantities. Therefore, it is highly important to distribute goods from different manufacturers to suit consumers needs and wants. When creating a retail store the efforts that required by buyers when making a purchase are considered. For example, stores that selling everyday consumer goods are conveniently located for residents of the nearby neighborhood. The speed and convenience of service for clients’ interests are put in high priority and suits their schedule. An equally important component of the retail trade are the retail functions that play crucial ro research of products, implementation of storage, setting of pricing policy, arrangements of products and its selection for the creation of different merchandise assortments, exploration of the condition prevailing in the market. This channel is considered the volume of pre-sale and post-sale is insignificant, the amount of segments of the market is not enormous, the assortment of goods and products is broad. Ultimately, the significance of intermediaries in distribution business is vital as they help consumers obtain a particular good of a particular brand without unnecessary steps. Thus, mediators play an important role in establishing a correspondence between demand and supply.
Wholesalers, like , buy the products from the manufacturer and sell them to the consumer. In this channel, consumers can buy products directly from the wholesaler in . By
from the wholesaler the prices of the product are reduced. This is because the wholesaler takes away extra costs, such as service costs or sales force costs, that customers usually pay whe making the price much cheaper for the consumer. However, the wholesaler does not always sell directly to the consumer. Sometimes the wholesaler will go through a retailer before the product gets into the hands of the consumer. Each dealer (the manufacturer, the wholesaler, and the retailer) will be looking to make a decent
from the product. So each time the buyer purchases the merchandise from another source, the price of the product has to increase, in order to
each person will receive. This raises the price of the product for the end-user. Due to the simultaneous and joint work of wholesaler and retailer, a trade can o a market is situated on a larger area, the supply of goods and products is carried out small but urgent consignments (products), it can be cost-effective and profitable by supplying bigger consignments (products) to fewer customers. Industrial factories are in the seek of using advantages of mass production in order to produce and sell big lots (batches) while retailers look and prefer purchasing smaller consignments. This method for factories could lead to instant sales, high efficiency, and cost-effectiveness. Therefore, particularly in these situations wholesaler now plays a role where it reconciles these contradictory aspirations. The wholesaler purchases big lots then divides minimizes after resells them to further retailers. The work of wholesaler facilitates and makes it less burdensome for the transportation of production. Hence, an amount of delivered goods diminishes through the use of this channel (the wholesale). For example, if five manufactories supply goods directly to hundred different retail stores, then they will have to have 500 of deliveries (5 times 100). However, if those five manufactories supply the same wholesaler, and the wholesaler at this stage supplies 100 different retailers, then the total number of deliveries will decrease to 105 (5 plus 100). Another important component to consider in the practice of wholesaling is storage. Storage of goods is one of the characterized aspects of the work of a wholesaler. Wholesaler regulates the deliveries of goods, having synchronized the production and consumption of material goods. Moreover, he as the wholesaler further assumes the financial obligations related to the immobilization of funds invested in the creation of commodity stocks. Although, the chain of transition suggests that the wholesaler directly communicates and deals with a manufacturer may not be unambiguous. The contribution of a distributor is highly acknowledged and plays a crucial role in distributing flows of goods before it gets in the hands of wholesalers, retailers and so on. A distributor is the representative of the manufacturer and performs functions on behalf of the manufacturer for the distribution of goods from producer to wholesaler or retailer. A distributor is always in the seek out for orders from different clients and possesses activeness in promoting producer's products and services. The main tasks
study the market and the creation of databases of consumers, advertising of goods, an organization of a service for the delivery of goods, stocking up the inventory levels, the creation of a stable sales network, which includes dealers and other intermediaries, depending on the market situation. Distributors scarcely sell a manufactories' goods directly to customers.
This distribution channel involves more than one intermediary before the product gets into the hands of the consumer. This middleman, known as the agent, assists with the negotiation between the manufacturer and the seller. Agents come into play when the producers need to get their product into the market as quickly as possible. This happens mostly when the item is
and has to get to the market fresh before it starts to rot. At times, the agent will directly go to the retailer with the goods, or take an alternate route through the wholesaler who will go to a retailer and then finally to the consumer. A mutual cooperation normally occurs when parties, in particular, the last channel of marketing chain of distribution meet. Due to the fact that producers, agents, retailers/wholesalers and consumers of this channel aid each other and benefit from each other. Their cooperation generates a greater output in terms of further profitability, by discernment and exploring newer markets of sales and building a better business relationship. The participants of distribution channels must have knowledge and experience not only for the effective maintenance of target segments but also to maintain the competitive advantage of the manufacturer. For example, an Agent who is able to vary prices for certain products can negotiate and or lower prices. This will assist him in sustain the comparative advantage, stay on top of its competitors and stay demanded on the market. A Broker works mainly to bring the seller and the buyer and to assist in the negotiation process. An intermediary like Broker is usually dependent on the commission of a sold product or production in terms of goods. In addition, therefore, a Broker is involved in one-off transactions and can not be an effective channel of distribution. However, he can maintain a competitive advantage over other firms in the form of a particular brand if he has obtained the right to exclusive representation of the manufacturer and can profit from it more. He acts on behalf of the seller (Producer/Manufacture) and has no rights to modify prices for products. In addition, having formed a channel of distribution it is important to remember that the exploitation and utilization of intermediaries in a business (not only wholesalers, retailers but also transport logistics) will lengthen the chain of distribution. A business will then need to consider which channel is more cost effective and productive in terms of time delivery, efficiency, pricing policy and where it stan for example, overall feedback, higher rating, higher demand from customers etc. The best use and help of intermediaries can be applied to start-up businesses and perhaps an established business
Brands involved in selling through marketing channels (also commonly known as distribution channels) have relationships with the channel partners (local resellers, retailers, field agents, etc.) that sell their products or services to the end customer. Brands that aim to maximize sales through channel partners provide them with advertising and promotional support that is pre-configured and often subsidized by the brand.
Brands carry out online and offline advertising on behalf of channel partners to aid them in generating sales of their branded products. Those online and offline marketing initiatives can either be isolated or coordinated to inform one another.
An example of this is an apple orchard: Apple orchard & Transport & Processing factory & Packaging & Final product to be sold & Apple pie eaten
An alternative term is
or 'route-to-market'. It is a 'path' or 'pipeline' through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them flow in the opposite direction (from consumer to the vendor). A marketing channel can be as short as being direct from the vendor to the consumer or may include several inter-connected (usually independent but mutually dependent) intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer.
Marketing Channels can be long term or short term.
Short term channels are influenced by market factors such as: business users, geographically concentrated, extensive technical knowledge and regular servicing required, and large orders. Short term product are influenced by factors such as: perishable, complex, and expensive. Short term producer factors include whether the manufacturer has adequate resources to perform channel functions, Broad product line, and channel control is important. Short term competitive factors include: manufacturing feels satisfied with marketing intermediaries' performance in promoting products.
Long term market factors include consumers, geographically dispersed, little technical knowledge and regular servicing is not required, and small orders. Product factors for long term marketing channels are: durable, standardized, and inexpensive. Producer factors are manufacturer lacks adequate resources to perform channel functions, limited product line, and channel control not important. The competitive factors are: manufacturer feels dissatisfied with marketing intermediaries' performance in promoting products
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Armstrong, G. (2009). Marketing: an introduction ([European ed.). Harlow, England: Financial Times Prentice Hall.新兴营销渠道,the new marketing channels,音标,读音,翻译,英文例句,英语词典
说明：双击或选中下面任意单词，将显示该词的音标、读音、翻译等；选中中文或多个词，将显示翻译。
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1)&&the new marketing channels
新兴营销渠道
This article systematically analyzed the old marketing channels and the new marketing channels, discussed the application of new marketing channels.
营销渠道的选择对企业的营销起关键作用,文章通过传统营销渠道和新兴营销渠道的比较,以湖南艾克星集团为例,对保健品营销渠道采用新兴营销渠道进行了探讨。
2)&&marketing channel
Simple discussion on the marketing channel management of small and medium-
浅论中小企业营销渠道管理
The Stackelberg game models for ordering and marketing channel coordina
供应链订货与营销渠道协调的主从对策模型
Set-up and Control Marketing Channel According to the Modern Enterprise S
针对现代企业制度
建立与控制营销渠道
3)&&marketing channels
The analysis and discussion on marketing channels
对保健品营销渠道的分析与探讨
Telecom enterprises
construction of marketing channels under the backg
竞争背景下电信企业营销渠道体系的构建
A Study on Manufacturer's Use of Power in China Marketing C
我国营销渠道中制造商权力运用研究
4)&&market channel
There are numerous conflicts among members of market channels in reality.
在现实生活中,营销渠道成员之间的冲突不仅大量存在,而且能否很好地解决冲突,关系到营销渠道运行的效 率,并由此会影响企业的整体效益。
The study objective of this article is the market channel of Chongqing SZG medicine logistics company(abbr.
随着我国市场经济体制的建立和完善,激烈的市场竞争和强大的技术变革使得营销渠道变得愈来愈重要,越来越多的企业意识到营销渠道的重要性,并且将营销渠道的管理提升到营销战略的层面。
5)&&Distribution Channel
Power Theory and the Distribution Channel for Foreign-brand Apparel in the Chinese M
渠道权力理论与国外品牌服装在我国的营销渠道
My humble opinion on Public subscribers
distribution channel of C
中国电信公众客户营销渠道刍议
Research of the Distribution Channel Management of the Emit C
逸美时装分司营销渠道管理研究
6)&&sales channel
Compared with the market possession rate and service proficiency of the competitors,some disadvantages about sales channel planning and construction are found.
通过和竞争对手在市场占有率、渠道服务水平等方面进行分析,引出营销渠道规划、建设等方面的不足,提出大同通信公司相应营销渠道的整改建议及今后的拓展建议。
Sales channel construction is a common problem facing switch factories.
营销渠道的建设是断路器生产厂家所面临的共同问题。
The enterprise is badly affected by sales channel conflict.
全文共分四个部分:第一部分主要是研究背景和意义、研究内容和框架以及研究方法(第一章);第二部分介绍了U公司中国日化产品营销渠道(第二章)并研究了U公司日化产品营销渠道冲突的表现及成因(第三章);第三部分为U公司中国日化产品营销渠道冲突管理的战略(第四章)和策略(第五章);最后是本文的研究结论和进一步研究方向。
补充资料：新兴
1.最近兴起的。
2.时新;时髦。
说明：补充资料仅用于学习参考，请勿用于其它任何用途。营销渠道战略
Marketing channel strategy
营销渠道战略（Marketing channel strategy）指的是为了 实现营销渠道目标而制定的一整套指导方针。营销渠道战略与公司营销战略，公司总体 发展战略的这种密不可分的关系，自...
基于12个网页-
the strategy of channel of distribution
marketing channel stratagem
&2,447,543篇论文数据，部分数据来源于
本文在营销渠道理论的基础上，结合企业的实际情况，对如何构建营销渠道战略优势展开探讨。
The thesis is a discussion on marketing channel strategy advantage, basing on Marketing Channel theory and the enterprise reality.
接着本文从供应商之间、经销商之间、供应商与经销商上下游和经销商与供应商下上游之间等四个角度研究营销渠道战略联盟的形成动因。
Then it studies the changing factors of the formation of marketing channel strategic alliance from four point views such as in-supplier, in-dealer, supplier-dealer and dealer-supplier.
依据湘钢的发展目标，提出了湘钢的细分市场战略、产品战略、价格战略、营销渠道战略以及营销发展新领域——电子商务战略。
According to the goal of the development of XISG, the article proposes a series of strategies of market segmentation, products, prices, marketing channel, new field of marketing—E—commerce.
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