文档介绍：第三章供应方渠道分析:渠道流及其效率分析
Supply-side channel analysis: channel flows and efficiency analysis
经济管理学院杨海龙教授
Manufacturers,wholesalers,and retailers participate in marketing channels for the purpose of creating the service output(bulk-breaking,quick delivery,spatial convenience, and assortment and variety)demanded by their target end-users.
Just as a production plant produces physical products, the members of a marketing channel are also engaged in productive activity. This is so even if what they produce may be intangible.
The productivity derives from the value end-users place on the service outputs resulting from channel efforts. The activities or functions that produce the service outputs demanded by end-users are the topic of this chapter.
We call these activities channel flows.
本章的主题就是生产终端用户所需服务产出的活动或功能。我们称这种活动为渠道流。
Identifying what channel flows are performed in the marketing channel, by whom, and at what level is helpful in several aspects of channel ,通过谁、在何种水平上发生作用对于渠道管理有几个方面的帮助。
First, detailed knowledge of the flow performance in the channel helps the channel manager diagnose and remedy ings in the provision of service outputs.
首先,关于渠道绩效的具体知识有助于渠道经理诊断并纠正所提供服务的不足。
Second, the concept of channel flows can be used to design a new channel or revise a currently existing channel to minimize the cost of providing desired service output.
其次,渠道流的概念可以被用来设计新型渠道或改进现有渠道以使提供特定服务产出的成本最小化。
Third, knowing which channel members have incurred the cost of performing what flows helps in allocating the profits of the channel equitably. This may help channel members preserve a sense of fairness and cooperation and thus avert channel conflicts.
第三了解特定渠道成员为了实施某项活动而产生的成本水平有助于在渠道内公平的分配利润。
1 渠道流的界定----八种一般渠道流
实物拥有:是指一切与货物存储有关的渠道活动,包括在两个渠道成员之间的运输活动。
所有权实物拥有成本不同于所有权流的成本,当某个渠道成员获得了某个物品的所有权,它就承担了存货成本,这个物品也就占用了此成员的一部分资本。
促销:包括员工个人推销和公司外部的销售队伍、媒体广告、销售推广、公共宣传和其他公关活动。
谈判:产生于讨论并决定销售条款或维护买卖双方的持续关系时。
财务成本产生于渠道内不同等级之间或从渠道到最终用户的销售时规定的条款。
风险:风险大多源自营销渠道之内。质量保证、保险
维修和售后服务这些活