????? 7 ?????????????????????????????? (The Strategy in Marketing Channels)

1
????? 7
?????????????????????????????? (The
Strategy in Marketing Channels)
2
??????????????????????????????

• ????????????????????
• ??????????????
• ????????????????
• ?????????????????????????????
• ???????????????????????????
• ????????????????????????

3
????????????????????

• ???????????????????????????? 3 ??????? ????????
  7.1 ???? 124
• 1.???????????????????????????????????? (Finding
  Prospective Channel Members)
• ?????????? (Field sales organization)
• ??????????? (Trade sources)
• ????????????? (Reseller inquires)

4

• ?????? (Customers)
• ???????? (Advertising)
• ????????????? (Trade shows)
• ?????????? (Other sources)

5
2.???????????????????????????????????????
(Applying Selection Criteria)

• ??????????????????????????????????????????
  ?????????????????????????????????????? ??????????
  7.1 ???? 125
• 2.1 ??????????????????????????????????????????(Gen
  eralized Lists of Criteria)
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ????? ???? ??????????????????????
  ????????????????????????????

6
2.1 ????????????????????????????????? (Using
lists of selection criteria)

• ??????????????????????????????????????????????????
  ????
• ?????????????????????????????????
• ???????????????????????????????????????????????

7
3. ????????????????????????????????????
(Securing the Channel Members)

• 3.1 ???????????????????????????????????(Specific
  Inducements for Securing Channel Members)
• - ???????????? (Product line)
• ????????????????????????????????
  ???????????????????????????????????????
• ?????????????????????????????????????????
  ???? ????????????????? ????????????
• ??????????????????????????????????????????????
  ????????????? ???????????????????

8

• - ?????????????????????????? (Advertising and
  promotion)
• ????????????????????????????????????????????
  ???????????????????????
• ????????????????????????????????????????????
  ??????????????? ???? ????????????????????
  ???????????????? (Event Marketing)
• - ???????????????????????????????? (Management
  Assistance)
• ?????????????????????????????????????????????
  ????? ??????????????????????????
  ????????????????? ???????

9

• - ???????????????????????????? (Fair dealing and
  friendly relationship)
• ???????????????????????????????????????????
  ??????????????????????????????????????????????????
  ???????????????
• - ????????????????????????? (Flexibility)
• ???????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????????

10
?????????????? (Motivational Management to
Marketing Channel Members)

• ?????????????????
• 1. ?????????????????????? (Financial Incentives)
• 2. ???????????????????????? (Non-Financial
  Incentives)
• ??????????????????
• 1. ??????????????? (Positive Motivation)
• 2. ?????????????? (Negative Motivation)

11
?????????????? (Motivational Management to
Marketing Channel Members)

• ???????????????????????
• 1 . ??????????????????????????????????????????????
  ?????????????????????? ? ????????????? (Finding
  out the needs and problems of channel members)
• ????????????????????????????????????????????
  ???????????????
• ????????????????????????????????????????????
  ????????????

12

• ???????????????????????????
• ??????
• ??????????????????????????????????????????????????
  ??
• ??????????? ? ??????
• ?????????????????? (Margin)
• ??????????????????????
• ??????????????????????????????????????????????????
  ?????????

13
2. ????????????????????????????????? (Offering
support to channel members)

• - ?????????????????????????????? (Cooperative
  Arrangements) ????????????????????????????????????
  ??????????????????????????????????????????? ????
• ???????????????
• ?????????????????????????

14

• - ?????????????????????????????????????
  (Partnership and Strategic Alliance)
• ????????????????????????????????????????????
  ????????????????????????????
• ?????????????????????????????????????????????
  ??? ????????????????? ????????????????????????
• - ?????????????????????? (Distribution
  Programming)
• ???????????????????????????????????????????????
  ???????????????????

15

• ?????????????????????????? (Price Concession)
• ????????????????????????????? (Financial
  Assistance)
• ??????????????????????? (Protective
  Provisions)
• 3. ?????????????????????????????????????
  (Providing Leadership to Motivate Channel
  members)
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ???

16
???????????????? (Appraising the Marketing
Channel)

• 1. ??????????????????????????????????
• ????????????????? (Degree of Control)
• ?????????????????????????????????? (Importance of
  Channel Members)
• ?????????????????? (Nature of Product)
• ?????????????????????????????? (Number of Channel
  Members)

17
2. ?????????????????????????

• 2.1 ????????????????????????? (Developing
  Criteria)
• ????????????????????????????????????????
• ?????? (Sales Performance)
• ????????????????????????? (Inventory Maintenance)
• ?????????????????? (Selling Capabilities)
• ???????????????????????????????? (Attitudes of
  Channel Members)

18

• ?????????????? (Competition)
• ??????????????????? (General Growth Prospects)
• ????????????? (Other Criteria)

19
2. 2 ??????????????????????????????? (Applying
Performance Criteria) ??????? 3 ????

• ??????????????????? (Separate Performance
  Evaluations) ?????????????????????????????????????
  ????????????????????????????? ????????????????????
  ???????????????????? ?????????????????
  ?????????? 7.2 ???? 132
• ??????????????????????????????????????????????????
  ????????????????? (Multiple Criteria Combined
  Informally) ???????? 7.2 ???? 133

20

• ??????????????????????????????????????????????????
  ??? ????????????????????????????
  ??????????????????????????????
• ??????????????????????????????????????????????
  (Multiple Criteria Combined Formally)
  ??????????????????????????????????????????????????
  ???????????
• ?????????? 7.3/ 7.4 ???? 134-135

21
3. ????????????????????????????? (Recommending
Corrective Actions)

• ??????????????????????????????????????????????????
  ????????????????????????????? ????????????????????
  ?????????????????????????????????????????
• ?????????? 7.5/ 7.6 ???? 136-137

22
????????????????????????????????? (Strategic
Alliance in Marketing Channel)

• ????????????????? ???????????????????????????????
  ????????????????????????????? (???????????????????
  ? ????????????????) ??????????????????????????????
  ???????????????????????????? (Mutual Goal)
  ??????????????????????????????????????????????????
  ???????????

23
??????????????????????????????????????????????

• ????????????????????? (Market Entry)
  ??????????????????????????????????????????
• ?????????????????????? (Economy)
  ?????????????????????????????? ???????????????????
  ?? ???????????????????????? ??? ???????
• ?????????????????????????????? (Risk Reduction)
• ?????????????????????????????????????? (Gain
  Market Share)
• ?????????????????????? (Expansion)
  ??????????????????????????????????

24
??????????????????????????(The Characteristics
of Strategic Alliance)

• Coaligment ?????????????????????????????????????
  ??????????????????????????????????????????????????
  ???????????????????????????????????? ????
  ????????????? ???????? website ???????
• Exchanging, Technologies, Product Skill, and
  Knowledge ????????????????????????????????????????
  ???????????? ????????????? ???????????????
• Competitive Edge ??????????????????????????????
  ?????????????????????????????

25
?????????????????????????? (Types of Strategic
Alliance)

• 1.???????????????????????????????????????????????
  (Licensing Arrangement)
• ?????????????? (Manufacturing Agreements)
  ???????????????????? ?????????????????????????????
  ??????????????????????????????????? ???????
• ???????????????? (Service Agreements)
  ??????????????????????????????????????????????????
  ????????????

26
2. ????????????????????????????? (Joint Venture)

• ??????????????????????????????????????????????????
  ?????????????????????
• ?????????????????????? (Greater
  Collaboration)????????????????????
  ??????????????????????????????????????????????????
  ?????? (Pooled Resources)
• ?????????????? (Economy of Scale)
• ????????????????? (Market Development)

27
3. Consortia or Consortuim

• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????
  ??????????????????????????????????????????????????
  ????????????????????????????????????????????

28

• Consortia/ Consortuim
• Each participant retains its separate legal
  status and the consortium's control over each
  participant is generally limited to activities
  involving the joint endeavor, particularly the
  division of profits. A consortium is formed by
  contract, which delineates the rights and
  obligations of each member. Consortia are more
  common in the nonprofit sector. A more permanent
  joint activity is usually called an institute.
• These consortia have pooled the resources of
  their member colleges and to share human and
  material assets as well as to link administrative
  resources.

29

• An example of a for-profit consortium was Airbus
  Industrie ("Airbus"). Formed in 1970, Airbus is
  one of the world's premier manufacturers of
  civilian airliners. Airbus is now owned by EADS.
  EADS itself is a merger of Aérospatiale-Matra of
  France, Daimler-Chrysler Aerospace of Germany,
  and Construcciones Aeronáuticas of Spain, which
  were originally separate partners in the
  consortium, owning 37.9, 37.9, and 4.2,
  respectively. BAE Systems owned the remaining 20
  but sold this in 2006. Airbus' status as a
  consortium means that profits accrue to the
  partner companies representative to their
  interests. Work is allocated on the same basis as
  profits.
• Another example of a for-profit consortium is
  when a group of banks collaborate to give a loan.
  This is more commonly known as a syndicated loan.
  In England it is common for a consortium to buy
  out financially struggling football clubs in
  order to keep them out of liquidation.

30
??????????????????????????????

• 1. ????????????????
• 2. ???????????????????????????? ????????
  ???????????
• 3. ??? Share ?????????????????????????????????
  ??????????????????????
• 4. ?????????? ????? ?????? ???????????????????????
  ??????

31
??????????????????????????? (Conflict in the
Marketing Channel)

• ?????????????????????????
• ??????????????????????????????????????????????????
  ????????????????????????
• ????????????????????????????????
• ??????????????????????????????????????????????????
  ????????????????????

32
????????????????????

• Horizontal Conflict
• Intertype Conflict
• Vertical Conflict

33
????????????????????????????????????

• ??????????????????????????????????????????????????
  ???
• ??????????????????????????????????????
• ??????????????????????????????????????????????????
  ?????
• ?????????????????????

34

• ?????????????????????
• ???????????????????????????????
• ??????????????????????????
• ??????????????????????????????????????????????????
  ?????

35
???????????????????????????????

• 1.????????????????????????????????????????????????
  ?? (Channel Efficiency)
• Negative Effect-Reduced Efficiency
  ??????????????????????????????????????????????????
  ????? ????????????????????????????????????????????
  ?????? 7.3 ???? 144
• No-Effect- Efficiency Remains Constant
  ??????????????????????????????????????????????????
  ?????????? ?????? 7.4 ???? 144
• Positive Effect- Efficiency Increased
  ??????????????????????????????????
  ???????????????????????????????????????????????
  ?????? 7.5 ???? 145

36
2. ??????????????????? (Conflict and Channel
Efficiency- General Curve)

• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????
• ?????? 7.4 ???? 145

37
???????????????????? (Managing Channel Conflict)

• ? ?????????
• 1. ???????????????????????????????????????????????
  ??
• 2. ???????????????????????????????????????????????
  ?????????????????????
• 3. ???????????????????????????????????????????????
  ???
• 4. ???????????????????????????????????????????????
  ????? ???????????? ????????????????

38
? ???????????????????????????

• 1. ??????????????????? (Detecting Channel
  Conflict)
• 2. ??????????????????????????????????????
• 3. ???????? (Resolve Conflict) ???
• - ????????????????????????????????????????????????
  ?????????????? (A Channel Wide Committee)
• - ?????????????????????? (Joint Goal Setting)
  ????????????????????????????? ????????????????????
  ????????
• - ?????????????????????????????????????? (A
  Distribution Executive)

39
???????????????????????? (Strategy in Marketing
Channels)

• ???????????????????????????? ????????????????????
  ??????????????????????????????????????????????????
  ??????????????????
• The broad principles by which the firm expects
  to achieve its distribution objectives for its
  target markets Bert Rosenbloom, 1999, p.164

40
????? 5 ?????? ??????????????????????????
??????????????? ??????
41
????? 5 ??????

• 1. ???????????????????????????????????????????????
  ???????????????????????????
• 2. ???????????????????????????????????????????????
  ????????
• 3. ???????????????????????????????????????????????
  ?????????????????????

42
????? 5 ??????

• 4. ??????????????????????????????????????????
  ??????????????????????????????????????????????????
  ???
• 5. ????????????????????????????????????????????

43
???????????????????????????????????????????

• Ts f (P1, P2, P3, P4)
• Ts Degree of Target Market Satisfaction
• P1 Product Strategy
• P2 Price Strategy
• P3 Place Strategy
• P4 Promotion Strategy

44

• ?????????????????? 4Ps ???????????????????? Ts
  ???????????????????? ?????????????????????????????
  ????????????????? 3Ps ???????????????????????????
  ????????????
• ????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?
• ?????????????????????????????? ???????????????????
  ??????????????????????????????????????????????????
  ?????????????????????
• ??????????????????????????????????????????????????
  ?????????????????????????????????????????????????