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1、试论营销渠道的重要性（On the importance of marketing channel）2009 issue thirtieth(total 142nd issues) modern corporate cultureMODERN ENTERPRlSE CULTURENO.302009(CumulativetyNO.142)On the importance of marketing channel.(Hangzhou Machine Tool Group Co., Ltd., Zhejiang, Hangzhou 310012, China)Abstract: marketing
2、 channel is a long-term, complex interpersonal management, in the short termThe most difficult to imitate, the article focuses on the concept of marketing channels and its characteristics, marketingThe significance and function of the channel highlighted the last P in the marketing 4P of twenty-firs
3、t CenturyMarketing channels have become key strategies for successfully meeting customer and competitive needsWeapon. In the -3 today channel is king of the market environment, how to pass marketing channels?Management of competitive advantage, the completion of the companys strategic objectives, is
4、 each company managersProblems that must be faced.Key words: market competition; marketing channel; marketing channel managementCLC number: F274, document identification code: AArticle number: 1674-1145 (20o9) 30 - 0003-02In the human 2l century, every day, fierce market competition and strong techn
5、ological changeMake marketing channels become more important. Why does this happen?The company found that the product, price and promotion strategy in the marketing mix were used to win the competitionContention has become increasingly difficult. From a product strategy point of view, technology is
6、fastMoving rapidly from one company to another, and global competition makes competitors tolerantA chip that is easily equal to the quality of a products design features and quality; any company relies on its productSuch an ability that is superior to or different from other competitors has become e
7、xtremely difficultMaintain a sustainable competitive advantage through a price strategy, or even a spirit gained from a product strategyLess activity, it will lead enterprises to cruel price competition, and ultimately lead to two defeatMarketing mix, the third field of marketing, has also become a
8、sustainable competitive advantageUnreliable strategies, a large number of advertising and other forms of promotion have seriously obscured consumersThe visual field, which seriously weakens promotional information impact. Because of the thousands of information inBefore reaching the target audience,
9、 collide with each other, even the most smart, carefully craftedPromotional information, its life is also very short, so today, facing such a dense noiseIt has become impossible to maintain competitive advantage by promoting sales. andFor the marketing mix of the fourth P, that is, marketing channel
10、s, for competitors to comeThe marketing channel is difficult to imitate in the short run and it is better than the competitive advantageOther factors provide more potential power, this is because first, the channel strategy is long-termSecond, channel strategy usually requires an organizational stru
11、cture; third, channel strategyIs based on relationships and human beings. In addition, due to the increasing strength and decrease of distributorsThe demand for distribution costs, the pressure of enterprise growth, new technology growth and so onThese trends require manufacturers or distributors to
12、 develop an effective marketing channelStrategies to cope with these changes.OneConcept of marketing channelMarketing channel (marketingchannes), also known as trade channels (fadeeh one)Ne1) a distribution channel (distributinnchanne1) that enables products or services to be successfully takenA set
13、 of interdependent organizations that utilize or consume, J1, that is associated with the outside of the company,A business organization that meets the companys distribution objectives. The function of marketing channel implementation is to take the goodsFrom the producer to the consumer, it bridged
14、 the product, the service and the consumptionThe gap between the parties mainly includes time, place and the right to hold. just becauseThe function of the marketing channel makes the value of the goods realized, especially the productionThe product market changes from sellers market to buyers marke
15、t, which makes the realization of commodity value more difficultHard。 More dependent on marketing channels four.Marketing channel is a key external resource.Its establishment usually requiresDry years, and not easily changed. It is as important as any other keyInternal resources such as manufacturin
16、g, research, engineering, and regional marketingSales personnel and ancillary equipment, etc. For a large number of enterprises engaged in distribution activities in order toAnd for a particular market they serve, the distribution system represents oneImportant company obligations and commitments. A
17、t the same time, it also represents the formation of such basic groupsWoven with a range of policy and practice commitments, these policies and practices are woven into oneA huge, long-term network of relationships. The decision of marketing channel is the most important for enterprise managementImp
18、ortant decisions. The channels of company selection will directly affect all other marketing decisions.The companys pricing depends on whether it uses large, high-quality dealers or uses itMedium and medium quality distributors. The companys selling power and advertising decisions depend onTraining
19、and encouragement for distributors. It also includes a comparison with other companiesLong-term commitment.Two, the characteristics of marketing channelsAs customer demand varies with goods, time and placeAnd often change, so marketing channels with customer demand changes occurChange. Marketing cha
20、nnels enable products or services to be successfully transferred from manufacturer to consumerFee or industrial user. It has the following characteristics:1. marketing channels reflect the whole process of achieving a particular product or service value.The starting point is the manufacturer and the
21、 destination is the ultimate consumer or industrial user.2., the marketing channel is a series of participation in the process of commodity flow, interdependenceA network system that combines various types of institutions with a certain purpose. hisOrganization members include manufacturers, wholesa
22、lers, retailers and consumers, as well as some othersMarketing organizations such as transportation companies, independent warehouses, banks and marketing consultancy researchAgencies, advertising companies, etc. The position and function of these organizations in marketing channelsThey differ from
23、each other because of their common interests, but also because of the imbalance of interests and othersThe reasons are contradictions and conflicts, and therefore need coordination and management.3., the core business of marketing channels is buying and selling. Goods are sold in marketing channelsA
24、 diversion of ownership or use to a consumer or industryHouseholds. The number of buying and selling times explains how many layers of marketing channels and how many participants are involved,Shows how long the marketing channel is.4., the marketing channel is a multi-functional system. It should n
25、ot only play the research and purchaseSales, financing, storage, transportation and other functions at appropriate locations and at appropriate prices,Quality, quantity, provision of products and services to meet the needs of the target market, and throughThe joint efforts of all members of the mark
26、eting channel to open up the market and stimulate demand, while alsoTo face competition outside the system, self regulation and innovation.One, 3, oneThree, the significance and function of marketing channelsThe purpose of using middlemen is that they can promote commodities more effectivelyFlooding
27、 into target markets. Marketing intermediaries rely on their own relationships and experiences,Expertise and scale of activities will be better than the enterprise itself. So,In the process of enterprise marketing, the existence of marketing channels has a very important practical significance:1., t
28、hrough marketing channels, you can clear the barriers between producers and end-usersRight.(1) to clear up obstacles in the space of producers and end-users. Production and consumptionThe ground is not in the same place, and it is impossible for the customer to run from the consumer to the place of
29、productionIts inconvenient and impractical to go shopping. It takes time, effort and money. adoptMarketing, the delivery of goods to consumers willing to buy places, only in this way canShow the value of marketing channels.(2) to clear the barriers between producers and end users. Generally speaking
30、, studentsThere is a time difference between production and consumption, through marketing,Products manufactured by manufacturersStore up when consumers need it to meet their needs. At this point, marketing channels playThe effect of a reservoir.(3) through the marketing channel link, can realize th
31、e product ownership transfer and letDu. Although manufacturers are owners of product ownership, the production of these products is notFor their own consumption, consumers need these products without ownership. Only throughThrough the channel link, several transactions are carried out to realize the
32、 transfer and transfer of ownership of the products,To resolve this contradiction.(4) through marketing channels, information can be reached between producers and consumersCommunicate。 Generally speaking, due to the variety of products and the variety of consumer demandIt is impossible for the produ
33、cer to fully understand the consumers demand, the law of purchase and the buying habitHabits, purchasing power and other information, and consumers may be due to geographical barriers, commodity knowledgeThe lack of effective judgment, which requires middlemen between the twoCommunication and transm
34、ission of information, therefore, middlemen play the bridge of information transmissionEffect。2, the use of marketing channels, can improve transaction efficiency and reduce transaction costs. asFruit producers sell products directly to demanders at the same time as many people liveDeal with consume
35、rs who are diverse and demanding. No matter from time or manpowerOn this basis, or the enterprises own strength, are inconceivable. But if there is wholesaleDealers and agents can market their products to vast market areas.Therefore, manufacturers with middlemen to sell, you can greatly reduce the f
36、requency of transactions, mentionHigh transaction efficiency, reduce transaction costs.3., through marketing channels, you can make products close to end users. No matter how many productsWell, how effective advertising is, consumers must see it and buy it,Namely: sales channels must be extended to
37、improve the density of terminal points, and strengthen the endEnd promotion efforts, this depends on the efforts of retailers.4., through marketing channels, we can give full play to the synergy between channel members,Sharing channel resources, greatly saving transaction costs, and giving play to c
38、ooperation among channel membersUse. This includes sharing advertising costs, sharing information, determining reasonable stocks, and sharingOrdering systems, the use of logistics infrastructure, joint procurement, distribution, internal financing.Through the rational division of labor of channel me
39、mbers, it greatly improves the speed of commodity marketing and expandsA 4Sales space, coverage is also more and more wide.5., through marketing channels, you can avoid market risk. Many manufacturers see the middleIt is hard for the salesman to take part of his own profit, but he has a partnership
40、with the middlemanIt is also a way of sharing risks. Include: market development risk, warehouse windRisk, transportation risk, capital risk, etc.6., marketing channels are valuable intangible assets of enterprises. The practical significance of marketing channelMainly through the following function
41、s to achieve:(1) research. Collect and sort out actual and potential consumers, competitors, andMarketing environment related information, and timely delivery to other members of marketing channels.(2) promotion. Through a variety of promotional means, to consumers willing to accept, richAttractive
42、form that delivers information about goods and services to consumers.(3) seeking customers. Looking for potential customers for different market segments,Provide different marketing services for different consumers.(4) allocation of goods. Sort the supply according to the requirements of the buyer,
43、such as: ProductionProduct correlation classification combination, change packing size, classification and so on.(5) negotiate business. Among the members of the marketing channels, in accordance with mutually beneficialNegotiate the final agreement on the prices and other conditions of the relevant
44、 goods,The transfer of ownership or ownership.(6) logistics. From the product left the production line, it entered the marketing process, battalionMarketing channels naturally assume the transport and storage functions of commodity entities.(7) financial financing. Construction and operation of mark
45、eting channels and payment of workers wages,Financial transfer between channel members and the implementation of consumer credit requires financial support.(8) risk sharing. Marketing channel members share benefits through division of labor,We should also bear the risks of commodity sales and market
46、 fluctuations.These functions constitute a functional set of marketing channels that need to be implemented,The question is who will do it, the more efficient, the more cost-effective. The manufacturer can take all of thisSome of these functions can also take on some of them, depending on the streng
47、th of the manufacturer.The manufacturer shall fully select the members of the marketing channel and the functions they undertakeConsidering the three characteristics of channel function, they are relying on scarce resources, and their role is throughSpecialized division of labor can be brought into full play; these functions can be communicated among channel membersMetastasis. At the same time, we should pay attention to follow three important principles: first, the marketing channelsMembers can be adde