试论营销渠道的重要性On the importance of marketing channel.docx
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试论营销渠道的重要性On the importance of marketing channel.docx
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试论营销渠道的重要性Ontheimportanceofmarketingchannel
试论营销渠道的重要性(Ontheimportanceofmarketingchannel)
2009issuethirtieth
(total142ndissues)moderncorporateculture
MODERNENTERPRlSECULTURE
NO.302009
(CumulativetyNO.142)
Ontheimportanceofmarketingchannel
.
(HangzhouMachineToolGroupCo.,Ltd.,Zhejiang,Hangzhou310012,China)
Abstract:
marketingchannelisalong-term,complexinterpersonalmanagement,intheshortterm
Themostdifficulttoimitate,thearticlefocusesontheconceptofmarketingchannelsanditscharacteristics,marketing
ThesignificanceandfunctionofthechannelhighlightedthelastPinthemarketing4Poftwenty-firstCentury
Marketingchannelshavebecomekeystrategiesforsuccessfullymeetingcustomerandcompetitiveneeds
Weapon.Inthe"-3today"channeliskingofthemarketenvironment,howtopassmarketingchannels?
Managementofcompetitiveadvantage,thecompletionofthecompany'sstrategicobjectives,iseachcompanymanagers
Problemsthatmustbefaced.
Keywords:
marketcompetition;marketingchannel;marketingchannelmanagement
CLCnumber:
F274,documentidentificationcode:
A
Articlenumber:
1674-1145(20o9)30-0003-02
Inthehuman2lcentury,everyday,fiercemarketcompetitionandstrongtechnologicalchange
Makemarketingchannelsbecomemoreimportant.Whydoesthishappen?
Thecompanyfoundthattheproduct,priceandpromotionstrategyinthemarketingmixwereusedtowinthecompetition
Contentionhasbecomeincreasinglydifficult.Fromaproductstrategypointofview,technologyisfast
Movingrapidlyfromonecompanytoanother,andglobalcompetitionmakescompetitorstolerant
Achipthatiseasilyequaltothequalityofaproduct'sdesignfeaturesandquality;anycompanyreliesonitsproduct
Suchanabilitythatissuperiortoordifferentfromothercompetitorshasbecomeextremelydifficult
Maintainasustainablecompetitiveadvantagethroughapricestrategy,orevenaspiritgainedfromaproductstrategy
Lessactivity,itwillleadenterprisestocruelpricecompetition,andultimatelyleadtotwodefeat
Marketingmix,thethirdfieldofmarketing,hasalsobecomeasustainablecompetitiveadvantage
Unreliablestrategies,alargenumberofadvertisingandotherformsofpromotionhaveseriouslyobscuredconsumers
Thevisualfield,whichseriouslyweakenspromotionalinformationimpact.Becauseofthethousandsofinformationin
Beforereachingthetargetaudience,collidewitheachother,eventhemostsmart,carefullycrafted
Promotionalinformation,itslifeisalsoveryshort,sotoday,facingsuchadensenoise
Ithasbecomeimpossibletomaintaincompetitiveadvantagebypromotingsales.and
Forthemarketingmixofthefourth"P",thatis,marketingchannels,forcompetitorstocome
Themarketingchannelisdifficulttoimitateintheshortrunanditisbetterthanthecompetitiveadvantage
Otherfactorsprovidemorepotentialpower,thisisbecausefirst,thechannelstrategyislong-term
Second,channelstrategyusuallyrequiresanorganizationalstructure;third,channelstrategy
Isbasedonrelationshipsandhumanbeings.Inaddition,duetotheincreasingstrengthanddecreaseofdistributors
Thedemandfordistributioncosts,thepressureofenterprisegrowth,newtechnologygrowthandsoon
Thesetrendsrequiremanufacturersordistributorstodevelopaneffectivemarketingchannel
Strategiestocopewiththesechanges.
One
Conceptofmarketingchannel
Marketingchannel(marketingchanne]s),alsoknownastradechannels(fadeeh~one)
Ne1)adistributionchannel(distributinnchanne1)thatenablesproductsorservicestobesuccessfullytaken
Asetofinterdependentorganizationsthatutilizeorconsume,J1,thatisassociatedwiththeoutsideofthecompany,
Abusinessorganizationthatmeetsthecompany'sdistributionobjectives.Thefunctionofmarketingchannelimplementationistotakethegoods
Fromtheproducertotheconsumer,itbridgedtheproduct,theserviceandtheconsumption
Thegapbetweenthepartiesmainlyincludestime,placeandtherighttohold.justbecause
Thefunctionofthemarketingchannelmakesthevalueofthegoodsrealized,especiallytheproduction
Theproductmarketchangesfromseller'smarkettobuyer'smarket,whichmakestherealizationofcommodityvaluemoredifficult
Hard。
Moredependentonmarketingchannelsfour.
Marketingchannelisakeyexternalresource.
Itsestablishmentusuallyrequires
Dryyears,andnoteasilychanged.Itisasimportantasanyotherkey
Internalresourcessuchasmanufacturing,research,engineering,andregionalmarketing
Salespersonnelandancillaryequipment,etc..Foralargenumberofenterprisesengagedindistributionactivitiesinorderto
Andforaparticularmarkettheyserve,thedistributionsystemrepresentsone
Importantcompanyobligationsandcommitments.Atthesametime,italsorepresentstheformationofsuchbasicgroups
Wovenwitharangeofpolicyandpracticecommitments,thesepoliciesandpracticesarewovenintoone
Ahuge,long-termnetworkofrelationships.Thedecisionofmarketingchannelisthemostimportantforenterprisemanagement
Importantdecisions.Thechannelsofcompanyselectionwilldirectlyaffectallothermarketingdecisions.
Thecompany'spricingdependsonwhetherituseslarge,high-qualitydealersorusesit
Mediumandmediumqualitydistributors.Thecompany'ssellingpowerandadvertisingdecisionsdependon
Trainingandencouragementfordistributors.Italsoincludesacomparisonwithothercompanies
Long-termcommitment.
Two,thecharacteristicsofmarketingchannels
Ascustomerdemandvarieswithgoods,timeandplace
Andoftenchange,somarketingchannelswithcustomerdemandchangesoccur
Change.Marketingchannelsenableproductsorservicestobesuccessfullytransferredfrommanufacturertoconsumer
Feeorindustrialuser.Ithasthefollowingcharacteristics:
1.marketingchannelsreflectthewholeprocessofachievingaparticularproductorservicevalue.
Thestartingpointisthemanufacturerandthedestinationistheultimateconsumerorindustrialuser.
2.,themarketingchannelisaseriesofparticipationintheprocessofcommodityflow,interdependence
Anetworksystemthatcombinesvarioustypesofinstitutionswithacertainpurpose.his
Organizationmembersincludemanufacturers,wholesalers,retailersandconsumers,aswellassomeothers
Marketingorganizationssuchastransportationcompanies,independentwarehouses,banksandmarketingconsultancyresearch
Agencies,advertisingcompanies,etc.Thepositionandfunctionoftheseorganizationsinmarketingchannels
Theydifferfromeachotherbecauseoftheircommoninterests,butalsobecauseoftheimbalanceofinterestsandothers
Thereasonsarecontradictionsandconflicts,andthereforeneedcoordinationandmanagement.
3.,thecorebusinessofmarketingchannelsisbuyingandselling.Goodsaresoldinmarketingchannels
Adiversionofownershiporusetoaconsumerorindustry
Households.Thenumberofbuyingandsellingtimesexplainshowmanylayersofmarketingchannelsandhowmanyparticipantsareinvolved,
Showshowlongthemarketingchannelis.
4.,themarketingchannelisamulti-functionalsystem.Itshouldnotonlyplaytheresearchandpurchase
Sales,financing,storage,transportationandotherfunctionsatappropriatelocationsandatappropriateprices,
Quality,quantity,provisionofproductsandservicestomeettheneedsofthetargetmarket,andthrough
Thejointeffortsofallmembersofthemarketingchanneltoopenupthemarketandstimulatedemand,whilealso
Tofacecompetitionoutsidethesystem,selfregulationandinnovation.
One,3,one
Three,thesignificanceandfunctionofmarketingchannels
Thepurposeofusingmiddlemenisthattheycanpromotecommoditiesmoreeffectively
Floodingintotargetmarkets.Marketingintermediariesrelyontheirownrelationshipsandexperiences,
Expertiseandscaleofactivitieswillbebetterthantheenterpriseitself.So,
Intheprocessofenterprisemarketing,theexistenceofmarketingchannelshasaveryimportantpracticalsignificance:
1.,throughmarketingchannels,youcanclearthebarriersbetweenproducersandend-users
Right.
(1)toclearupobstaclesinthespaceofproducersandend-users.Productionandconsumption
Thegroundisnotinthesameplace,anditisimpossibleforthecustomertorunfromtheconsumertotheplaceofproduction
It'sinconvenientandimpracticaltogoshopping.Ittakestime,effortandmoney.adopt
Marketing,thedeliveryofgoodstoconsumerswillingtobuyplaces,onlyinthiswaycan
Showthevalueofmarketingchannels.
(2)toclearthebarriersbetweenproducersandendusers.Generallyspeaking,students
Thereisatimedifferencebetweenproductionandconsumption,throughmarketing,
Productsmanufacturedbymanufacturers
Storeupwhenconsumersneedittomeettheirneeds.Atthispoint,marketingchannelsplay
Theeffectofareservoir.
(3)throughthemarketingchannellink,canrealizetheproductownershiptransferandlet
Du.Althoughmanufacturersareownersofproductownership,theproductionoftheseproductsisnot
Fortheirownconsumption,consumersneedtheseproductswithoutownership.Onlythrough
Throughthechannellink,severaltransactionsarecarriedouttorealizethetransferandtransferofownershipoftheproducts,
Toresolvethiscontradiction.
(4)throughmarketingchannels,informationcanbereachedbetweenproducersandconsumers
Communicate。
Generallyspeaking,duetothevarietyofproductsandthevarietyofconsumerdemand
Itisimpossiblefortheproducertofullyunderstandtheconsumer'sdemand,thelawofpurchaseandthebuyinghabit
Habits,purchasi
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