文档介绍：什么是分销渠道? A set of anizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision. 中间商为何很重要? Greater efficiency in making goods available to target markets. Offer the firm more than it can achieve on it’s own through the intermediaries: Contacts Experience Specialization Scale of operation Match supply and demand. 分销渠道的功能 Contact Financing Information Risk Taking Promotion Matching Negotiation Physical Distribution All Use Up Scarce Resources All May Often Be Performed Better Through Specialization All Can Often Be Shifted Among Channel Members 消费品分销渠道模式 Direct Indirect M W J R C M W R C M R C M C Channel 1 Channel 2 Channel 3 Channel 4 Channel Level - A Layer of Intermediaries that Perform Some Work in Bringing the Product and it’s Ownership Closer to the Buyer. 渠道合作与冲突 The channel will be most effective when: each member is assigned tasks it can do best. all members cooperate to attain overall channel goals and satisfy the target market. When this doesn’t happen, conflict occurs: Horizontal Conflict occurs among firms at the same level of the channel. Vertical Conflict occurs between different leve