营销策略之分销策略-上善若水无争（Distribution strategy - marketing strategy as good as water dispute）

《营销策略之分销策略-上善若水无争（Distribution strategy - marketing strategy as good as water dispute）》由会员分享，可在线阅读，更多相关《营销策略之分销策略-上善若水无争（Distribution strategy - marketing strategy as good as water dispute）（17页珍藏版）》请在装配图网上搜索。

1、营销策略之分销策略-上善若水无争（Distribution strategy - marketing strategy as good as water dispute）Related concepts:Distribution channel: a distribution channel is a business or individual that obtains ownership of the goods or services, or transfers the ownership of the goods or services from the producer to the

2、 consumer. It mainly includes dealers, middlemen, agents, middlemen and producers and consumers at the beginning and end of the channel. Under the conditions of market economy, products must be through the exchange of value, forms of exercise, make the product transfer from one owner to another owne

3、r, until the hands of consumers, this is called flow, at the same time, along with the flow, space and moving the product entity, called logistics. The flow of Commerce and logistics combine to make products from producers to consumers, is a distribution channel or distribution channels.Distribution

4、 channel strategy: in order to transfer the product quickly to the consumers, the enterprise should select the best sales channel and adjust and update it in time to adapt to the change of the market. Including the sales channel strategy: a development and penetration strategy, namely the new channe

5、l, through self built enterprise marketing point or attract middlemen to open up channels, if the channel has been longing for the opponent can control channel penetration, a step crowding rival channel; B consolidation strategies, namely to prevent the opponent from seeping in, the automatic chain

6、business, even the camp, franchising and other ways to consolidate the existing channel; C expansion strategy: intensive expansion, from the point of sale volume expansion; franchise monopoly, improve the share of a professional market, to strengthen its control; and comprehensive expansion, that is

7、 above two.Distribution channel management: distribution channel management is the process of coordinating and controlling the members of distribution channels. The content includes three aspects: the first is the choice of channel members, namely in the channel design is completed, the specific cho

8、ice of which middlemen as their channel members; the two is how to motivate the middleman and deal with the relations among them, but also to coordinate the relationship between the middlemen; three is to evaluate the work of the channel members, and adjust.Distribution channel design: distribution

9、channel design is an important part of the distribution channel decision, including the selection of the best channel pattern and determine the number of each level required for middlemen, types of middlemen and determine the rights and responsibilities of channel members. The basic process of distr

10、ibution channel design is to determine the target channel design; types of width and depth, the middleman channel assessment; influencing factors of channel choice; determine the channel member selection task; channel specific combination mode.Indirect channel: the channel that the producer sells th

11、e goods to consumers through the middle link of the circulation field. The basic model is: Producer - middleman - consumer. Indirect channels are the result of social division of labor, through specialization makes commodity sales simple; middlemen involved, share the producer risk; with the help of

12、 intermediate links, increase sales coverage, is conducive to the expansion of market share. But there are too many intermediate links, which will increase the operating cost of the goodsEntity allocation: entity allocation, also known as logistics. It refers to the transfer of raw materials and fin

13、al products from producers to users to meet customer needs,The plan, implementation, and control of the physical circulation from which profits are made. That is, the product moves through the space from the producer to the consumer, so as to ensure that the product reaches the consumer in the requi

14、red place and in the time needed. The basic functions of entity distribution include material transportation, storage, loading and unloading, packaging, circulation, processing and logistics information associated with it.Direct channel: the distribution channel in which the producer sells the goods

15、 directly to the end consumer. The basic model is: producer - consumer. The direct channel to reduce intermediate links, saving the cost of circulation; and direct sales meetings, producers can timely understand the change of market demand of consumers, help enterprises timely adjustment of product

16、structure, make corresponding decision. The specific form of sales of direct channels includes receiving orders from customers, setting up shop sales, door-to-door sales, and selling by means of communication and electronic means. Middlemen: individuals and organizations involved in the trading of g

17、oods in the process of transferring goods from production to consumption. The emergence of middlemen plays an important role in promoting the production and circulation of commodities, and middlemen play an important role in the distribution channels. It can promote producers to expand production an

18、d sales, and to coordinate the contradiction between production and demand. It is convenient for consumers to buy goods. Middlemen can be divided into wholesalers and retailers according to their position and function in circulation.Basic knowledge:Distribution strategyDistribution strategy is one o

19、f the marketing mix strategies. It is the same as product strategy, promotion strategy, pricing strategy, and also whether the enterprise can successfully enter the market,The important means to enlarge sales and realize enterprise management goal. The distribution channel strategy mainly involves t

20、he distribution channel and its structure, the selection and management of the distribution channel strategy, the distribution of wholesalers and retailers, and the distribution of entities.Three, distribution channel members - intermediaries(I) wholesalersWholesalers refers to the resale, further p

21、rocessing or change of commercial sales transactions. Wholesalers in commodity circulation and starting point of middle stage, trading is producers and retailers, on the one hand it to the production enterprise to purchase goods, on the other hand it to the retail marketing of commodities, and accor

22、ding to the wholesale price of commodities. After the completion of its business activities, the goods are still in circulation, and do not directly serve the end consumer. The wholesaler is the main artery of the circulation of commodities, is a key link, it is connected to the production enterpris

23、es and commercial retail business hub, is to regulate commodity supply and demand of the reservoir, is an important bridge between production and demand, for enterprises to improve management and increase economic efficiency, has an important role to meet the market demand, market stability.Wholesal

24、ers can be divided into four broad categories:1. merchant wholesalers (or commercial wholesalers)Merchant wholesalers is an independent enterprise, the ownership of the merchandise, also known as wholesalers, distributors (wholesalers), or placing business, they can be further subdivided into full s

25、ervice wholesalers and limited service wholesalers.2. brokers and agentsThey do not possess commodity ownership, and the main function is to promote trading and obtain Commission for sale.The main function of a broker is to engage the seller and the buyer, and the consignor pays the commission. They

26、 are out of stock, out of commission, without risk. More common in food, real estate, insurance and securities brokers.There are several types of agents, namely:(1) manufacturing agents;(2) sales agent;(3) purchasing agent;(4) commission merchant (or firm): it is the agent that obtains the ownership

27、 of the commodity entity and deals with the sale of the commodity. It has no long-term relation with the principal.3. manufacturers and retailers branches and outletsIts two forms are sales, division and sales offices, where manufacturers establish their own sales segments and sales offices. Sales h

28、ave inventory, common in wood, automotive equipment and accessories and other industries, the business is not in stock, mainly used for fabric and commodity industry; the other is a buying office, and purchasing manager and agent role similar, but the former is part of the organization.4. other whol

29、esalersSuch as agricultural products collection merchant, bulk Petroleum Factory and oil station, auction companies and so on(two) retailersA retailer is a middleman who sells goods directly to the end consumer and is in the final stage of commodity circulation. The basic task of a retailer is to se

30、rve the end consumer directly. Its functions include purchasing, selling, dispatching, storing, processing, folding, subcontracting, delivering information, and providing sales services. In terms of location, time and service, it is convenient for consumers to buy. It is also a bridge between produc

31、tion enterprises, wholesalers and consumers,It plays an important role in distribution channel.Retailers can be classified according to different standards.1., according to the scope of merchandise(1) professional storesSpecializes in a commodity a commodity or a class of goods, such as Sheng Xifu,

32、hundalee. Operating characteristics are varieties, specifications complete.(2) department stores refer to the variety of commodities in operation, and each category has a wide range of commodities. The management department is set up according to the large class of goods, and there are many speciali

33、zed stores under one roof. Management features are many categories, varieties and specifications, high service.2., according to the price of goods to be divided(1) cheap shops(2) warehouse shop(3) sample atlas exhibition room;3. retail without shop(1) mail order and telephone ordering retailing;(2)

34、door-to-door sell retail(3) purchase servicePurchasing service is a retail store that provides services to employees of specific institutions such as schools, hospitals, trade unions and government offices.(4) vending;The electronic sales, mainly refers to the computer network of sales, sales and ot

35、her forms of tv.4. press the chainA chain store is a commercial distribution network that is controlled by a large store and operates many branches of the same or similar business. Its main features are: headquarters centralized procurement, joint purchasing and distribution branch. It appeared in t

36、he United States between the late nineteenth Century and early twentieth Century. By 1930, chain stores accounted for 30% of total sales in the United states,Since the end of 50s and early 60s, Europe, Japan has gradually appeared in chain stores, and has been developing rapidly, in 70s after the co

37、mprehensive popularization, gradually evolved into a commercial retail enterprises the main form of organization. There are three kinds of chains:(1) regular chain storesWith a headquarters or headquarters, unified management, ownership, management rights, supervision of usufruct, also known as chai

38、n stores, chain, direct interlock. The number of branches varies from country to country. The United States has 12 or more; Japan is defined as more than 2; Britain is more than 10 branches. The common characteristics are: all members of the enterprise must be a single owner, one company, a joint or

39、ganization or individual ownership; by the corporation or the headquarters of the unified leadership, including centralized personnel, procurement, planning, advertising, accounting and other members; not store enterprise qualification, the manager is appointed by the headquarters or headquarters em

40、ployees rather than store owners; members of standard management, store size, store appearance, operating varieties, commodity grades, display position is basically the same.(2) voluntary chainsEach store retains the sole ownership of capital of joint ventures, more common in small and medium enterp

41、rises, also known as free chain, arbitrary chain. Formal chain is the result of the expansion of large enterprises, the purpose is to form a monopoly; voluntary chain is a small enterprise joint, boycott big enterprise monopoly. The most important feature of free chain: the member shop is independen

42、t, and the member store manager is the owner of the store. The functions of the free chain headquarters are generally: to determine the organizations large-scale sales plan; to jointly purchase goods; to jointly carry out advertising and other promotional activities;Business guidance, shop decoratio

43、n, commodity display; logistics organization; education and training; information utilization; financing; development shops; financial management; labor insurance benefits; help labor management.(3) Franchiser Chain;Also called contract chain, contract chain. It is the leading enterprises to develop

44、 their own products, services and business systems (including trademark, trade name and enterprise symbol use, management, business occasions and regional), to business contract form to the specified area franchise granted sale right and right of business. Franchise stores are required to pay certai

45、n operating rights, royalties and contractual obligations. Features are: the sale of goods must be purchased franchise; highly unified management, standardization. The Macdonald chain generally requires franchised stores to pay royalties for 3% of their total sales each month after the opening of th

46、e franchise. The proportion of KFC chain stores are generally about 5%.Two, the design and choice of distribution channels(1) factors affecting the choice of distribution channels;In the choice of channels, enterprises should comprehensively consider the channel objectives and various restrictive fa

47、ctors or factors, and the main constraints are:1. market factorsMainly include: (1) the size of target market. If the target market scope is large, the channel will be longer; otherwise, the channel will be shorter. (2) concentration of target customers; if customers are scattered, long and wide cha

48、nnels should be adopted; on the other hand, short and narrow channels should be used.2. product factors(1) perishable or perishable products. If the product is perishable or perishable,Direct or shorter distribution channels are used. (2) product unit price. If the unit price is high, short channel

49、or direct channel can be adopted; conversely, indirect promotion channels are adopted. (3) the volume and weight of the product, the bulky and heavy products should choose the short channel; the small and light products can be sold indirectly. (4) the technical nature of the product. Products are te

50、chnically complex and require installation and maintenance services. They may be sold by direct means. Otherwise, they may be sold indirectly.3. factors of the production enterprise itself(1) the strength of the enterprise mainly includes manpower, material resources and financial resources. If the

51、strength of the enterprise is strong, it can establish its own distribution network and implement direct sales; on the contrary, middlemen should be chosen to promote the products. (2) the management ability of enterprise is strong and weak. If the enterprise management ability is strong, and also h

52、as rich marketing experience, we can choose the direct sales channel, otherwise, we should adopt the middleman. (3) the ability of enterprises to control channels. Enterprises in order to effectively control the distribution channels, mostly choose short channels, on the contrary, if enterprises do

53、not want to control channels, you can choose a long channel.4. relevant government legislation and policy provisionsSuch as monopoly system, anti-monopoly law, import and export regulations, tax laws and so on. Also, tax policies, price policies and other factors affect the choice of distribution ch

54、annels, such as tobacco and liquor monopoly system, these enterprises should choose distribution channels in accordance with the law.5. intermediate characteristicsEach kind of middlemans strength and characteristic are different, such as advertisement, transportation, storage, credit, training pers

55、onnel and delivery frequency, it has different characteristics,Thus affecting the choice of distribution channels for production enterprises.(1) the influence of middlemen on the distribution channels of production enterprises. For example, car radio manufacturers consider the distribution channels,

56、 the options are: signed an exclusive contract with car manufacturers, car manufacturers only require installation of the brand with the help of the radio; commonly used channels, require wholesalers will be sold to retailers for the radio; some are willing to distribute their brand car dealers; the

57、 establishment of car radio assembly in the gas station station, direct sales to car users, and in consultation with the local radio station, selling products and pay for its corresponding commission.(2) the influence of the number of middlemen. Depending on the number of middlemen, there may be a c

58、hoice of intensive distribution, selective distribution, exclusive distribution. Intensive distribution refers to the production enterprises choose more distributors to sell products at the same time. In general, commodities are often sold in this form. The general raw materials, gadgets, standard p

59、arts, etc. in industrial products can also be used in this distribution form. Selective distribution means that more than one middleman is selected to sell enterprise products on the same target market, instead of all the middlemen who are willing to sell the products of this enterprise. This is ben

60、eficial to improve the efficiency of enterprises. In general, the distribution of consumer goods in selected and special products, industrial parts should adopt this form of distribution. Exclusive distribution refers to the enterprise in a certain target market, in a certain period of time, only se

61、lect an intermediary to sell the product of the enterprise, both sides signed a contract, stipulates that middlemen shall not run competitors products,The manufacturer is only for selected dealers, in general, the distribution form of household appliances for consumer goods, machinery and equipment

62、for industrial products, this form of cooperation is beneficial to both sides, in order to better control the market.(3) the quantity purchased by the consumer. If the number of consumers to buy small, many times, you can use a long channel, and conversely, a large number of purchases, fewer times,

63、you can use a short channel.(4) competitor status. When market competition is not fierce, competitors can adopt similar distribution channels, otherwise, competitors will adopt different distribution channels.(two) evaluate and select distribution plansThe distribution channel plan, production manuf

64、acturers will be evaluated according to the different options, to find the optimal channel route, usually channel evaluation standard has three aspects: economy, controllability and adaptability, is one of the most important economic standard.1. economic standard assessmentThe main is to compare the

65、 possible sales and cost levels of each program.(1) comparing sales promotion and sales agents in this company, which way is higher?.(2) comparison by the enterprises to set up sales outlets for direct sales expenses and the cost of sales agents, to see that the expenses of the enterprise, the trade-off, choose the best way of distribution from.2. controllability criteria assessmentGenerally speaking, the adoption of middlemen is less contr