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1、如何获取营销渠道的竞争优势外文翻译 外文翻译How to obtain the competitive advantage of the marketing channel Material source:Marketing science Author: Michael?J?Etzel Enterprises must decide in competition for the effects of various factors, to create a profitable and viable competitive position of superiority, that comp
2、etitive edge, so that it can stand on the market, beat the competition. According to the well-known management expert Michael ? Porters discussion and analysis of business there are two basic types of competitive advantage, namely cost leadership and character. Cost leadership is an enterprise creat
3、es value because the process of production and operation costs than its competitors get the advantage. If a company can achieve and maintain full cost leadership, then, as long as it can make the price equal to or close to the average price level of the enterprise, where the industry will be the adv
4、antage of above-average business, the competitive advantage of its low cost will be translated into the reality of high-yield returns. Feature is the extensive attention of enterprises in some of its customers are seeking to achieve unique in the industry, but also that its production business proce
5、ss Dute Xing. Enterprises, through its unique production and business activities, ingenious to meet the needs of their customers, and get premium rewards. Competitive advantage comes from the company in product design, production, marketing and logistics and other value-creating process carried out
6、by a number of interrelated activities, each of these activities can help to consolidate the companys relative cost position characteristics of the image as the basis. Commodity distribution business marketing activities are an important part of product distribution channels and functions performed
7、by the products value chain, a key part of the enterprise was an important source of some advantage. The cost advantage of marketing channels The status of product marketing channels, the cost of production value of the activities of its cost behavior, cost behavior is often driven by a number of co
8、st factors. Can determine the cost advantage of commodity marketing channels main drivers of economies of scale, contact, mutual relations. economies of scale and distribution costs. Including the distribution of the value of including a variety of activities, often subject to economies of scale or
9、diseconomies of scale. Economies of scale resulting from greater efficiency in different ways and to carry out a wider range of activities, capacity, or arising from sales to more intangible costs such as advertising fees assessed the capacity of, or resulting from an activity scale with expansion o
10、f the activities required to support the infrastructure or overhead costs increase less than its expansion ratio. Distribution of goods with the flow than any form of organization or marketing distribution channels more efficient, and therefore, by this new approach and a higher distribution rate an
11、d the benefits of economies of scale are obvious. In addition, commodity marketing channels, each channel selected and the layout of its members are targeted based on their demand characteristics of a specific target market, demand and profit potential for the size of the. Thus, each member of their
12、 channels and the size of the target market sensitive, and take appropriate cost actions to gain economies of scale in this channel, thus achieving economies of scale throughout the marketing channel. Finally, the commodity marketing channels in common of certain activities, such as information serv
13、ices, logistics services, but also represent the scale of the requirements. With the expansion of the size distribution, can greatly enhance the information services and logistics infrastructure, efficiency, and without the need to recover a lot of running. In short, the commodity marketing channels
14、, many of the value activities are economies of scale, thus, facilitate access to low-cost leadership and advantages, especially in the commodity distribution network established after (2)Linkages and cost advantages. The cost of a value activity is often affected by other activities, the impact of
15、the implementation. Linkages can be divided into various value activities within the enterprise and business links with their suppliers and distribution channels, the value of the activities of vertical linkages. Through the interrelated linkages between value activities typical performance by impro
16、ving the management of such links to reduce the inventory is very possible. Commodity marketing channels is the use of manufacturers, brokers and end-user vetical linkages between, and to the coordination and optimization of time. As the channel is to some extent among members living in the same com
17、munity of interests, and thus inter-related activities can be coordinated and optimized to reduce the cost of distribution channels, cost advantages. For example, the manufacturer of the supply frequency and timeliness of the channel members with the associated inventory must proceed from the overal
18、l interests of channels, optimized for such links, so that the lowest total cost of the two. Relationship with the cost advantage. Enterprises and other business units also exist between the effects of various cost relationship. The most important is the relationship between the activities of a part
19、icular value in combination can affect their relationship. For example, the U.S. medical equipment supply company found that many co-production of medical supplies unit order processing system and a sales organization, the cost can be significant improvement; and as Sears, Wo Mate and other enterpri
20、ses can be a lot of common points of production enterprises marketing system. Combined with a value activity can enhance the activity of production and business capacity utilization to gain cost leadership position. This shows that any kind of commodity marketing channels, in the formation and opera
21、tion, not an exclusive system, but an opening for a number of business that shares the system. In this use, can greatly improve the channel efficiency, not only improves the channel gains, combined with the company also reduced costs. In addition, various forms of age distribution of choice, the geo
22、graphical distribution channel members and other factors affect the distribution cost is the driving factor in enterprise selection and set up distribution channels for goods should not be ignored when the cost factors and cost advantages achieved potential sources. Special Advantage Marketing chann
23、els Features the advantage of an enterprise is able to provide some unique, valuable products for customers or service, making a distinction between themselves and competitors come. Difference so that enterprises can control premium, to sell more under a certain value products and services, or cycli
24、cal, seasonal economic decline, the access to benefits like confidence. If the business was to feature a premium higher than the additional costs incurred, it will make the company get higher returns. Business activities of any kind can create value for enterprises to achieve competitive advantage c
25、haracteristics play a role. Commodity marketing channels can be provided through a variety of unique ways for businesses to obtain characteristics of the enterprise edge. These unique features: the efficiency of the unique marketing channel. The efficiency of commodity marketing channels is the uniq
26、ue distribution of the transaction process through simplification, increased transaction speed and the size of the market reflected the expansion. Commodity distribution channel members through the rational division of labor, through ownership control, Contract Dimension system, management support a
27、nd other means to strengthen trade relations among the members, which greatly simplifies the process of commodity trading transactions and trading procedures, the formation of a smooth distribution channels, so that the speed distribution of goods received greatly improved. With the establishment of
28、 channels and network formation and extension of space for the growing marketing channels, which can be more and better coverage of the market space, thereby expanding the scale of the enterprises market share. marketing channels to meet the unique needs of customers. Each member of commodity market
29、ing channels, each channel are formed based on market demand to determine the various members of the various channels according to market demand and form a rational division of labor and cooperative relations, so that the demand for different markets and different segments of the market supply and d
30、istribution of goods, so that all have different needs of consumers and users can in a timely manner, satisfactory access to goods. That product distribution channels for their customers and markets in the process of both goods targeted, but also has comprehensive to enable it to distinguish it from
31、 other forms of distribution and a unique organization.marketing channel morphology unique. Commodity marketing channel morphology of the unique performance in its diversity, dynamics and control and so on. Commodity marketing channels in its practical operation process, and due mainly to the use, i
32、ncluding property rights, contract law, management and horizontally up the relationship between the various forms of interpersonal system, and means to strengthen and link trade relations between channel members, so long technology, allowing marketing channel morphology is diverse, showing a loose,
33、corporate, contractual, management, symbiosis and mixed type integrated and other forms of organization. Of these organizations is not constant, but as the business, market and environmental conditions change constantly adjust and change, its fundamental purpose is to effectively sell goods to meet
34、consumer demand. More important, commodity marketing channels have become a whole, from production to consumption in the whole distribution process bear distribution functions between channel members is no longer Restricting their own way, the scattered situation, they have objectives of common inte
35、rests and a variety of mutual restraint, and so controllable, can be carried out in accordance with the overall distribution of the goal of reunification. Because of commodity marketing channels have such a competitive advantage, be possible to make the enterprise key to success, become the wave of
36、world economic development.译文 如何获取营销渠道的竞争优势 资料来源:营销学会作者:迈克尔?J?策尔 企业必须针对决定产生竞争的各种影响因素,以建立一个有利可图的和能够持久的优越的竞争地位,即竞争优势,使其能够立足市场,战胜竞争对手。 根据美国著名管理专家迈克尔?波特的论述和分析,企业经营中存在着两种基本类型的竞争优势,即成本领先和特色。成本领先是指一个企业因为在创造价值的生产经营活动过程中的成本费用低于其竞争对手而获得的优势。如果一个企业能够取得并保持全面的成本领先地位,那么,只要它能够使价格等于或接近该企业的平均价格水平,就会成为所在产业中高于平均水平的优势企业
37、,其低成本的竞争优势就会转化为高收益的现实回报。 特色是企业在其客户广泛重视的某些方面力求在本产业中独树一帜,也即其生产经营过程中的独特性。企业通过其独具特色的生产经营活动,别出心裁的满足其顾客的需求,并获得溢价的报偿。 竞争优势来源于企业在产品的设计、生产、市场营销及后勤等创造价值的过程中所进行的许多相互关联的活动,这些活动中的每一项都能有助于巩固企业的相对成本地位,作为特色的形象奠定基础。商品分销活动是企业市场营销的重要组成部分,商品分销渠道及其所执行的功能是产品的价值链中的关键一环,成为企业获得部分优势的重要来源。 营销渠道的成本优势产品营销渠道的成本地位产生于其价值活动的成本行为,而成
38、本行为往往受到一些成本驱动因素的影响。能够决定商品营销渠道成本优势的驱动因素主要有规模经济、联系、相互关系等。 (1)规模经济与分销成本。包括分销在内的各种价值活动,常常受制于规模经济或规模不经济。规模经济产生于以不同方式和更高效率来进行更大范围的活动的能力,或者产生于从更大的销量来分摊无形成本如广告费等的能力,或者产生于随着一种活动规模的扩大,支持该项活动所需要的基础设施或间接费用的增长低于其扩大的比例。商品分销具有比以往任何形式的流通组织或营销渠道更高的分配效率,因而,通过这种新型方式及较高分配率而获得规模经济的好处,是显而易见的。此外,商品营销渠道中,每一渠道及其成员的选定与布局,都是依
39、据其所针对的特定目标市场的需求特点、需求潜力及盈利规模而进行的。因而,每一渠道及成员都对其目标市场的规模具有敏感性,而采取相应成本行为,从而获得本渠道的规模经济,并进而实现整个营销渠道的规模经济。最后,商品营销渠道中某些活动的共同化,如信息服务、物流服务等,也体现着规模经济性的要求。随着分销规模的扩大,可以大大提高信息服务和物流基础设施的利用效率,且无需追回大量投放。 总之,商品营销渠道中的许多价值活动具有规模经济性,因而,有助于其获得低成本的领先地位和优势,尤其在建立起了商品分销网络之后。 (2)相互联系与成本优势。一种价值活动的成本往往受到其他活动实施情况的影响。相互联系可分为企业内部各种
40、价值活动的联系和企业与其供应厂商和销售渠道的价值活动的纵向联系。通过对相互联系的价值活动之间相互联系的典型表现,通过改善对这种联系的管理来减少库存是极其可能的。 商品营销渠道是利用生产企业、中间商和最终用户之间存在的纵向联系,并使之协调和最优化而形成的。由于渠道成员间在某种程度是居于同一利益共同体的,因而对相互联系的活动可以进行协调和优化,从而降低渠道的分销成本,获得成本优势。例如,生产企业的供货频率和及时性是与各渠道成员的库存量相联系的,必须从渠道的整体利益出发,对此种联系进行最优化,使两者的总成本达到最低。 (3)相互关系与成本优势。企业与其他相关经营单位之间也存在着种种影响成本的相互关系
41、。最重要的相互关系是某一种价值活动可以影响他们合用时的关系。例如,美国医疗器材供应公司发现与许多生产医疗用品的单位合用一个订单处理系统和销售组织,可使成本获得重要的改善;而象西尔斯、沃马特等企业可以成为许多生产企业共同的分销系统。 合用一种价值活动可以提高该活动的生产、经营能力的利用效率,从而获得成本领先的地位。这就表明,任何一种商品的营销渠道,在形成和运作中,并不是一个排他的系统,而是一个可以为若干企业共享的开放系统。通过这种使用,可以大大提高渠道的运行效率,既提高了渠道的收益,也使合用的企业降低了成本开支。此外,如各种分销形式的时代选择,渠道成员的地理分布等因素也是影响分销渠道成本的驱动因
42、素,是企业选择和组建商品分销渠道时不应忽视的成本因素和取得成本优势的潜在来源。 营销渠道的特色优势 特色的优势在于一个企业能够向客户提供一些独特的、对客户来说有价值的产品或服务,从而使自己与竞争厂商区别开来。区别使企业可以控制溢价,使其在一定价值下出售更多的产品和服务,或者在周期性、季节性经济下跌时,获得信任之类的利益。如果企业获得的溢价高于其为了特色而发生的追加费用,它就会使公司获得较高的收益。 企业的任何一种创造价值的活动都能够为企业实现特色的竞争优势发挥作用。 商品营销渠道可以通过多种方式为企业提供独特性,从而使企业获得特色优势。这些独特性表现在: (1)营销渠道效率的独特性。商品营销渠
43、道效率的独特性是通过分销对交易过程的简化、交易速度的提高和市场规模的扩大而体现出来。商品分销通过渠道成员的合理分工协作、通过产权控制、契约维系、管理支持等多种形式来强化成员间的易关系,从而大大地简化了商品交易过程中的交易次数和交易的程序,形成了畅通的流通渠道,使商品分销的速度获得了大幅度的提升。随渠道的建立和网络的形成与延伸,营销渠道空间日益扩大,因而能够更多、更好地覆盖市场的空间,从而扩大了企业的市场占有规模。 (2)营销渠道满足顾客需要的独特性。商品营销渠道中每一成员、每一条渠道的形成都是依据市场需求而确定,各个成员、各个渠道根据市场需求而形成合理的分工协作关系,以便能够针对不同市场需求,
44、不同的细分市场供应和分销商品,从而使各种具有不同需要的消费者和用户都能及时,满意地获得商品。也就是说商品分销渠道在为其顾客和市场提供商品过程中既具有针对性,又具有全面性,使其能够区别于其他分销组织形式而具独特性。 (3)营销渠道组织形态的独特性。商品营销渠道的组织形态的独特性表现在它的多样性、动态性和可控性等方面。商品营销渠道在其实际运行过程中,由于依靠了和运用了包括产权、法律契约、管理及横向联合及至人际系统关系等多种形式和手段来强化和联接渠道成员间的交易关系,使之长期化,从而使得营销渠道的组织形态是多样化,呈现出松散型、公司型、契约型、管理型、共生型及混合型(综合型)等多种组织形式。而这些组织并不是固定化,而是随着企业、市场及环境条件的变化而不断地进行调整和变革的,其根本目的是有效地销售商品,满足消费需求。更为重要的是,商品营销渠道已经成为一个整体,在从生产到消费的整个分销过程中承担着分销职能,渠道成员间不再是画地为牢、各自为政的散乱局面,它们具有共同的利益目标和多种相互制约关系,因而具有可控性,可以按照统一的目标进行整体分销。正因为商品营销渠道具有这样一系列的竞争优势,才有可能使之成为企业致胜的法宝,成为当今世界经济发展中的热潮。