uibe国际营销学重点总结战略篇教学文案.docx

1、uibe国际营销学重点总结战略篇教学文案渠道+沟通+调研Part1 渠道Global Marketing Channels and Physical Distribution中国企业在海外的分销网络 ：主流产品+主流渠道 ；与当地经销商合作，进入1.Channel-of-Distribution Structures 将产品送达市场的过程可能耗资不菲建立积极而可靠的分销渠道也许是国际营销者面临的最关键也是最有挑战性的任务All consumer and industrial products eventually go through a distribution process Physic

2、al handling and distribution of goods Passage of ownership Buying and selling negotiations between producers and middlemen Buying and selling negotiations between middlemen and customers 每个市场都有一张分销网，有很多结构独特的渠道可选择Each country market has a distribution structure Goods pass from producer to user 能够建立最有

3、效率渠道的营销者将会具有竞争优势分销渠道的结构分销过程包括产品的实体装运和分配，所有权的转让及制造商和中间商和中间商和顾客间的买卖谈判。在这一结构中，有各种各样的中间商，他们传统的职能活动和服务反映出那里的竞争状况、市场特点、传统和经济发展渠道结构是多样的，既有许多新兴市场中的那些落后的基础设施，又有日本那样复杂多层次的系统Japanese Distribution Structure 1.A structure dominated by many small middlemen dealing with many small retailers 2.Channel control by ma

4、nufacturers 3.A business philosophy shaped by a unique culture 4.Laws that protect the foundation of the system 日本分销渠道一直被认为是进入日本市场最有效的非关税壁垒，其结构与欧美有很大不同。日本分销渠道四个显著特点：1.许多与小零销商打交道的中小分销商主导渠道结构2.制造商控制渠道 3.独特的文化形成的经营哲学 4 旨在保护该体系的基础小零销商的法律Utilities of Channel of Distribution 4 分销渠道的4个效用 Place utility - av

5、ailability of a product or service in a location that is convenient to a potential customer Time utility - availability of a product or service when desired by a customer Form utility - availability of the product processed, prepared, in proper condition and/or ready to use information utility - ava

6、ilability of answers to questions and general communication about useful product features and benefits Distribution Channels: Terminology and Structure 分销 Distribution is the physical flow of goods through channels 渠道 Channels are made up of a coordinated group of individuals or firms that perform f

7、unctions that add utility to a product or service 分销商或经销商 Distributor wholesale intermediary that typically carries product lines or brands on a selective basis 分销模式总处于变化中，新的模式正在出现而且全世界的营销渠道是多样的代理商Agent an intermediary who negotiates transactions between two or more parties but does not take title t

8、o the goods being purchased or sold 零售商Retailers-an intermediary who sells products to end users(consumers) 零售模式：在结构上更加形式多样。一般模式有：规模零售模式，直复营销（邮件、电话、电子商务），对变化的抵制，不同中间商的选择Direct involvement the company establishes its own sales force or operates its own retail stores Indirect involvement the company u

9、tilizes independent agents, distributors, and/or wholesalers Seller must exert influence over two sets of channels 渠道流程包括从制造商到最终消费者的一切活动，卖方必须对渠道的两部分施加控制。 One in the home country其一是在母国要有一个机构 One in the foreign-market country其二是在国外市场要对渠道进行监督。 Alternative Middleman Choices Agent middleme n represent th

10、e principal rather than themselves Merchant middlemen take title to the goods and buy and sell on their own account 国内贸易中间商母国中间商：以国内为基地提供营销服务，并为当地制造商的产品提供营销服务被经常使用的国内中间商：制造商零售店，全球零售商，出口管理公司，贸易公司，美国出口贸易公司，互补性营销者，制造商的出口代理，国内经纪人，采购机构，销售集团，国外销售公司，出口商，出口批发商。Foreign-Country Middlemen Manufacturers represe

11、ntatives Foreign Distributors Foreign-country brokers Managing agents and compradors Dealers Import jobbers, wholesalers, and retailers 国外中间商：为外国制造商寻找市场，重要的国外进口商是：制造商代理人，分销商，外国经纪人，经营代理人和买办，经销商和进口批发商、批发商和零售商Government-Affiliated Middlemen Marketers must deal with governments in every country of the w

12、orld Government purchasing offices Procure products, services, and commodities for the governments own use Work at federal, regional, and local levels Efficiency of public sector versus the private sector Wal-Mart did better than FEMA(美国应急管理署) after Hurricane Katrina High Density of Middlemen 高密度Not

13、 unusual for consumer goods to go through three or four intermediaries before reaching the consumer 影响渠道选择的因素：在选择中间商之前应该注意1确定特点的目标市场2明确销售量、市场规模和利润要求方面的营销目标3明确用于开发国际分销渠道的资金和人员投入4明确控制问题、渠道长度、销售条款和渠道的所有权Factors Affecting Choice of Channels渠道战略6个C：有6个目标：成本（cost）资本要求（capital requirement）控制（control）覆盖面（co

14、verage）特点（character）连续性（continuity）未来预测：Trends: From Traditional to Modern Channel Structures European retailers merging with former competitors and other countries to form Europe-wide enterprises Foreign retailers attracted by high margins and prices The Internet may be most important distribution

15、trend Covisint GlobalNetXchange E-commerce 7-Eleven competes with FedEx and UPS Supply Chain (供应链) is a broader view of distribution channelIncludes all the firms that perform support activities by generating raw materials, converting them into components or finished products and making them available to customers Upstream and downstreamLogistics （物流） The management process that integrates the activities of all companies to ensure the efficient flow of goods through the supply chain Inbound logistics and outbound logistics 物流Logistics is a broader view of physical distribution