第八章國(guó)際市場(chǎng)分銷策略ChapterEightChannelsofDistribution1ChapterEightChannelsofDistribution內(nèi)容提要分銷渠道及其意義分銷渠道的結(jié)構(gòu)分銷渠道的設(shè)計(jì)中間商的選擇渠道管理灰色市場(chǎng)2L院e漠a(chǎn)鞭r(nóng)個(gè)n臘i燈n辯g敏O正b飯j班e攏c云t束i松v箱e分信銷秒渠握道悅及訊其冠意朋義E康x淺p抱l直a蟻i唱n期w禁h炸a貍t變a普m汪a堵r揮k感e跨t胃i戲n鼻g盈c董h(huán)家a紗n滿n借e錄li蓄s快a假n適d遲w扒h俗y喬i硬n嬸t板e(cuò)著r笛m產(chǎn)e崗d慮i歇a愿r制i垃e死s稀a崗r積e泊n栗e陪e扒d仙e眠d3分溉銷逆渠噴道竄M盆a而r諸k稿e(cuò)卸t務(wù)i挨n魄g贏C嘗h駝a肥n射n泉e讓l粥s分銷渠道MarketingChannel供應(yīng)鏈SupplyChain一系列互相聯(lián)系的、促進(jìn)產(chǎn)品所有權(quán)

從制造商到商業(yè)用戶或消費(fèi)者轉(zhuǎn)移的機(jī)構(gòu)，

是聯(lián)結(jié)生產(chǎn)者與消費(fèi)者的紐帶AsetofinterdependentorganizationsthateasethetransferofownershipasproductsmovefromproducertobusinessuserorconsumerTheconnectedchainofallthebusinessentities,bothinternalandexternaltothecompany,thatperformorsupportthelogisticsfunction.4分譯銷棉渠繳道額功勞能M案a達(dá)r妹k煎e(cuò)遷t遺i泳n訓(xùn)g挽C貢h深a價(jià)n勒n金e秩l叉F跡u逮n伍c撒t術(shù)i棍o間n遵s專業(yè)化與分工

SpecializationandDivisionofLaborChannelsFulfillThreeImportantFunctions克服差異OvercomingDiscrepancies提高交易效率ProvidingContactEfficiency15專聽(tīng)業(yè)鉤化飼與趴分僚工S予p稼e訴c簡(jiǎn)i狹a紹l痰i弓z稈a叨t算i愧o兩n模a女n瞇d誓D廁i棄v某i蓬s霜i川o燒n傳o害f斷L伍a侵b撥o額r提盒供巾規(guī)拔模君經(jīng)踢濟(jì)甜性棚P印r肥o稼v值i烘d諸e南s晌e植c童o銀n脾o毀m評(píng)i鄭e滋s漁o緒f劫s敬c帽a笑l稻e幫賣助演缺君乏顛直殘接悉銷藥售丑資變?cè)村懙钠A(yù)產(chǎn)悉商瀉A繩i優(yōu)d貧s銀p家r況o涂d鞠u際c恰e伏r顏s鋼w惰h蜘o保l磨a編c譯k而r爆e辦s博o弦u般r杜c杠e刪s塑t罵o賴m烤a拾r伙k擱e逝t陡d肚i集r剛e坡c易t疾l隱y與求顧棕客裁建燦立欣良具好黎聯(lián)挎系紹B呆u四i懷l愿d吳s陷g換o壤o血d典r爛e畜l從a想t侍i啊o蜘n張s竹h且i正p昂s斗w詞i剝t水h巧c鏡u棚s毯t勵(lì)o坊m聰e誼r雪s6克藍(lán)服黃差率異O賊v菠e箏r震c射o塘m歲i起n爐g飛D詠i臨s犬c討r瓣e旗p糧a訓(xùn)n龍c軟i見(jiàn)e恢s數(shù)量差異

DiscrepancyofQuantity分類差異

DiscrepancyOfAssortment廠商大量生產(chǎn)、顧客小批量購(gòu)買Thedifferencebetweentheamountof

productproducedandtheamountanenduserwantstobuy

廠商種類狹窄、顧客需求寬泛

Thelackofalltheitemsacustomer

needstoreceivefullsatisfactionfromaproductorproducts7克暫服射差勒異O英v捕e項(xiàng)r師c頌o域m藥i淺n騾g跳D慢i沒(méi)s鼻c媽r柿e控p塌a宏n遵c亦i駝e篩s時(shí)間差異TemporalDiscrepancy空間差異SpatialDiscrepancy產(chǎn)品已生產(chǎn)、顧客未準(zhǔn)備購(gòu)買

Asituationthatoccurswhenaproduct

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goodsandindustrialequipment.許多Many若干Several唯一One2傲4影悲響去渠芽道爛設(shè)騙計(jì)歐的番因腦素勾：咳控狐制使折用螞中削間形商競(jìng)自煮然災(zāi)會(huì)蛛使?fàn)T企具業(yè)拒失扣去退其憲產(chǎn)穴品蜓營(yíng)謊銷姓的辯部繞分浮控引制滅權(quán)傘，亂營(yíng)蹦銷輩者糟與授中化間難商鈴之姓間熟的鐵關(guān)先系惡越畝松深散麥，鋼控蠟制樣權(quán)螞就練越卸小亂，拴渠氏道勁越刪長(zhǎng)圾，漏營(yíng)樓銷斜者件在河定忌價(jià)橡、遞促糖銷阿等幼方氧面桑就恩難菊有框最遮終槽發(fā)抖言螞權(quán)一顧般臘而術(shù)言成，球營(yíng)腥銷扇者茄若藝想腰施吃加疼更藍(lán)多債控灘制丙，異就刃必?zé)燀氉橹{此雄付彎出挖更賴高夕成貫本呢；斥要盒想肝更扭好女的盲控暴制巧，填就固必圣須夫縮努減康渠傅道瞞長(zhǎng)因度2虧5影子響城渠么道杠設(shè)善計(jì)悼的拉因斷素墻：靜溝程通有且效策的摩溝抱通輕將蔬有線助析于梨國(guó)叫際蠻營(yíng)勢(shì)銷萬(wàn)者群把妻企洽業(yè)消目宅標(biāo)合傳爬達(dá)允給蕩分宇銷股商第、蜜解默決凝沖怠突側(cè)和閃促秘進(jìn)依產(chǎn)差品困的算全凳面索營(yíng)頃銷營(yíng)皺銷鎮(zhèn)者彼在舟設(shè)層計(jì)昌渠健道局時(shí)圖一糕定舒要炊選伴擇份那移些咸能凱保來(lái)證眠信肅息霞良柜好軟交置流悔的波中公間桿商適飽當(dāng)視的頓溝辟通仰不抱僅脅是衛(wèi)渠杯道鼓成表員配之啞間采的碗信尼息皂通蓬道猶，山而嘆且既還緊會(huì)勢(shì)促敬進(jìn)刻對(duì)恩各沃方屬的堤要訓(xùn)求憲和績(jī)目傅標(biāo)料的雪理胳解2卡6L錯(cuò)e典a勾r冊(cè)n歐i摔n斯g棋O掩b呼j路e奪c鳴t姥i唱v役e中群間蒙商北的購(gòu)選肅擇D蹈e獨(dú)f自i材n系e嚷t寨h匠e征t伴y疾p炒e腥s魄o布f始c鄰h速a材n豬n眾e傲li假n淋t呼e鍬r頭m永e朵d雄i察a功r木i劣e你s厲a騙n梅d遞d霉e輔s糊c姿r悄i址b蓋e導(dǎo)t琴h政e吉i值rf待u瞧n圈c姨t激i猛o節(jié)n鑰s速a犧n倘d亦a蛋c尊t把i蔑v遲i勸t植i條e壞s2極7L余e核a標(biāo)r傅n塑i每n啊g巡壽O封b朵j胖e抖c黑t蝴i喪v搞e中稿間元商懷的蔑選定擇D駝e缺f忙i閃n玩e波t鄙h丸e暢t歇y難p界e神s金o私f林c錦h歡a腫n測(cè)n肝e趴li艷n辱t旋e旁r寇m沫e踏d外i歲a臭r蹦i儀e刃s天a僚n失d慶d蜓e殊s教c煌r氏i嫁b征e攔t掙h何e竊i是rf嫂u具n電c皮t警i頓o他n午s拖a蛾n兇d趣a效c碧t架i神v旺i貨t含i惱e哀s2賄8中掌間滾商掠的腐類頃型分睛銷般關(guān)桌系重或直代苦理錢關(guān)喇系分累銷磨商捐將厘購(gòu)返買亞產(chǎn)仙品沉，避比起代無(wú)理顯商高更山富別有蝕獨(dú)俱立份性代獅理者商歪自攝由饑行乏動(dòng)度權(quán)陰較夕少勇，斬有臺(tái)利跨于本營(yíng)撥銷北者閃實(shí)財(cái)施捷控口制間碧接娃出戶口渡、埋直蜻接蔥出肺口防還罷是匙統(tǒng)椅一漆分搞銷尺（洽自陪己烈投帝資懂建我立諸分形銷啞機(jī)役構(gòu)狼）2桂9渠喜道素中旦介C藏h機(jī)a袋n失n劣e映l屋I貧n盒t憑e慨r嚇m愚e奏d令i揚(yáng)a眾r覽i欄e劑s零售商Retailer批發(fā)商MerchantWholesaler代理商AgentsandBrokersAchannelintermediarythatsellsmainlytocustomersAninstitutionthatbuysgoods

frommanufacturers,takestitle(所有權(quán))

togoods,storesthem,

andresellsandshipsthem代表渠道成員、促進(jìn)銷售的批發(fā)中介Wholesalingintermediarieswhofacilitatethesaleofaproductbyrepresentingchannelmember3刷0渠蓋道彩中監(jiān)介C睡h疏a棄n鬧n筍e佳l夾I言n津t腳e旁r幻玉m去e偏d歷i典a似r琴i蠻e鑼s零售商Retailers批發(fā)商MerchantWholesalers代理商/經(jīng)紀(jì)商AgentsAndBrokersTakeTitletoGoodsTakeTitletoGoodsDoNOTTakeTitletoGoods4未劫取觀得競(jìng)商掃品星所魄有讓權(quán)取唐得創(chuàng)商湊品脹所圾有扔權(quán)取腦得喘商么品炊所冶有辨權(quán)3祖1中否介務(wù)完穴成登的盞渠止道旋功枝能C畏h汪a徑n尊n罪e終l遼F淘u(píng)灑n韻c踐t深i稻o嘩n托s掀P粘e已r鋤f辮o陣r徑m矛e池d億b殖y吸I倚n葬t(yī)舊e扇r副m繳e返d騎i筑a悉r叉i培e晃s聯(lián)惰系售C盒o浪n袖t羞a洞c異t致i抹n灰g俱/格促禁銷咸P繼r分o覽m貴o席t寨i促o博n談牲判咐N誦e是g雨o橫t猾i潤(rùn)a纏t促i躺n精g承才擔(dān)蹈風(fēng)爐險(xiǎn)供R仆i渴s改k還T捏a烏k線i走n肺g輔龍助遷功畜能F薪a居c濤i姓l(shuí)倍i卵t遞a深t禽i核n邀g弊F塘u裂n尾c押t場(chǎng)i反o績(jī)n交絲式易找功里能T刮r置a手n耀s謠a跑c釀t村i頃o局n費(fèi)a止l鍵F附u祥n墨c禁t綱i忘o峽n住s物狐流莊功砍能L蜂o講g擋i塔s圈t清i緣瑞c旬a(chǎn)異lF覽u鉆n搞c訊t嘉i起o粥n奇s調(diào)眠研欄R垂e窮s矮e斯a茄r箭c配h融i價(jià)n攜g融久資剖F序i鎖n眨a武n加c嘩i六n難g實(shí)報(bào)體果分午銷笑P貸h好y俯s埋i泛c荷a范l置l欠y向d拿i看s碎t趕r撥i導(dǎo)b火u兔t劃i些n出g儲(chǔ)渣存折S掠t劍o玩r竿i稅n窩g分海類造S缺o齒r俯t鼠i失n守g43滔2物乒流菜L鉗o彩g浴i添s滔t導(dǎo)i壇c茂sT予h庸e我p懇r黎o都c更e畢s武s馳o除f的s棄t撒r適a四t中e兵g及i鄭c有a討l命l笑y葵m謎a驢n騎a燃g梅i猶n澤g倍t夢(mèng)h較e川e烘f養(yǎng)f聽(tīng)i禍c鄰i棵e患n項(xiàng)t墳f秒l代o末w籮a恰n軟d翁s狂t樣o濾r題a昌g病e像o弄f身r盼a優(yōu)w倚m豪a塵t謊e樣r賢i炭a持l獨(dú)s個(gè),利i存n斬-夜p察r郊o(jì)宋c課e吹s濕s拾i軟n旁v師e內(nèi)n賞t效o消r及y槳,爪a科n噴d爹f叢i劍n目i章s盾h崖e墊d閃g憤o倡o也d南s姨f絡(luò)r憐o吳m曉p恒o尸i脊n犁t龜o宋f虧o您r輩i圈g普i始n照t膝o緒p槍o您i際n封t抽o姥f舟c恢o狐n廁s獨(dú)u藝m場(chǎng)p晉t呈i葉o旱n43勸3中顧間勁商欲的殖篩扒選財(cái)攜力信夾譽(yù)銷貞售蘭業(yè)廈績(jī)銷續(xù)售襯組止織實(shí)歇物揪設(shè)偷施覆減蓋出率產(chǎn)接品遲一物致長(zhǎng)性額/純互泛補(bǔ)顯性戰(zhàn)擠略書(shū)目嘴標(biāo)分頁(yè)銷勞商造期換望淺從掩雙況方趣關(guān)錦系監(jiān)中追獲厲得以什融么泳，妥國(guó)某際右營(yíng)尸銷誰(shuí)者薄在屢哪麻些吳方步面京可某以泛滿腫足司它售沃后帽服庭務(wù)嫌能青力與思當(dāng)闊地廣政貓府徑關(guān)旺系溝旦通43蘿4L活e潮a抵r西n鏟i旬n炭g攤O輩b克j慈e蔑c處t資i示v號(hào)e渠獲道員管薦理E犬x故p汽l僚a您i鞋n電c墨h孕a箏n旅n陳e所l伸l殖e常a壁d顛e束r屠s亭h謠i上p舉,c構(gòu)o摘n問(wèn)f革l漁i芝c以t醉,虧a搜n凡d它p活a藏r習(xí)t允n沖e滿r襪i塔n鬼g3墨5渠堂道早關(guān)肝系背管回理M畏a倍n假a連g蹤蝶i烘n唇g她C慈h宣a陵n建n偷e豆l憤R撥e當(dāng)l稠a耽t耐i蔽o顆n球s臟h居i芒p錄s渠港道嚴(yán)伙烤伴C泊h穿a棄n惑n虜e薄l除P寇a偉r與t挨n燃e捕r眠i乎n晶g渠難道尋沖霉突C騙h住a暴n竿n續(xù)e濁l摘C莫o隱n狹f聲l籌i忽c耳t渠焦道熱領(lǐng)鉆袖C南h雞a泰n照n努e通l穿L革e外a品d瓣e叮r碌s上h順i襲p渠婦道躁控赤制C斷h綱a裙n拴n耕e煮l溜C屋o鎖n鐮t其r車o虎l渠六道恢權(quán)飼力C矮h敘a輸n遵n樓e歌l誕P嘴o顛w奔e爹rS傷o園c道i炸a終l散D繞i磁m副e肥n料s氧i拾o胖n躍s俯o河f降C旬h毅a昆n膚n詢e系l禁s53任6渠礎(chǔ)道杜權(quán)框力匯、或控鏡制抗和用領(lǐng)受袖勸C剛h裳a(bǔ)歸n隸n淋e伐l暮P溉o哪w福e株r歲,雄C細(xì)o肥n款t額r油o門l惹,花a抗n問(wèn)d孕L聽(tīng)e倍a族d鼠e叛r跌s賊h耍i弟p渠道權(quán)力ChannelPower渠道控制ChannelControl渠道領(lǐng)袖Channel

Leader某渠道成員控制和影響其它成員行為

的能力Achannelmember’scapacitytocontrolorinfluencethebehavior

ofotherchannelmembers某渠道成員有意影響其他成員的行為Asituationthatoccurswhenonemarketingchannelmemberintentionallyaffectsanothermember’sbehavior.

渠道中能向其他成員施加權(quán)力的某個(gè)成員

Amemberofamarketingchannelthatexercisesauthority/powerovertheactivitiesofothermembers.53念7渠央道搜沖散突耽C鐮h豬a辭n糖n斗e藥l甲C秩o彎n蟻f貍l漁i乖c寨t分薪銷著渠臥道妖成功員蹲的暈?zāi)繜魳?biāo)耍、界方戴法蛋沖濱突A寇c鏡l栽a魚(yú)s網(wǎng)h兆o(hù)織f寺g蜜o粒a曾l榴s留a薦n澇d茂m修e交t平h刻o濕d頁(yè)s豎b詢e偵t暑w抽e高e掏n扶d重i微s件t構(gòu)r杏i棋b析u窩t幣i鳥(niǎo)o犧n飲c邊h料a手n域n紐奉e捆l習(xí)m文e快m膜b護(hù)e障r忍s倡.水平?jīng)_突

HorizontalConflict同級(jí)成員沖突

Occursamongchannelmembers

onthesamelevel垂直沖突

VerticalConflict不同級(jí)成員沖突Occursamongchannelmembers

atdifferentlevels

53余8建懷立博渠背道狗伙覽伴壺關(guān)汽系C艷h移a街n寶n懼e惜l賀P串a(chǎn)賠r碼t音n同e區(qū)r踩i傭n品gT昌h符e站j截o蘋(píng)i嘩n參t溜e瞧f但f計(jì)o莖r漆t(yī)撒o泊f貫a鍛l堡l貝c喝h額a長(zhǎng)n博n乓e怒l攜m界e匙m慢b鎖e到r置s孩t廣o她c基r厲e晶a觸t丹e貼a撞s魚(yú)u銜p恨p冤l胡y受c杏h吃a性i蓬n父t殿h促a揀t趟s鈔e忠r星v與e鴿s稿c充u靜s色t朝o算m液e袋r凱s協(xié)a蜘n擦d揀c無(wú)r燒e倉(cāng)a借t簽e炕s印a哄c暑o廟m鉤p灣e閱t餅i錘t斷i格v挎e該a兇d頸v蹈a壇n筐t釣a鼠g前e席.53角9交因易喬關(guān)惜系塞v書(shū)s董.宰伙稻伴躺關(guān)桿系T見(jiàn)r和a援n腎s野a含c偶t歌i廁o親n慮-喜v繪s鉛.墨P歪a政r雕t唐n役e收r肉s描h鞋i皇p逢-燭B沿a紅s緞e史d須F滿i泰r太m波sTransaction-Based

Short-termrelationshipsMultiplesuppliersAdversarial(敵對(duì))relationshipsPricedominatesMinimalsupplierinvestmentMinimalinformationsharingFirmsareindependentMinimalfunctional

areainteractionPartnership-Based

Long-termrelationshipsFewsuppliersCooperativepartnershipsValue-addedservicesdominateHighsupplier/buyerinvestmentExtensiveinformationsharingFirmsareinterdependentExtensivefunctional

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