What does the distribution channel system include?

Kendiv and Steele define the distribution channel as: Distribution channel refers to "the way of direct or indirect transfer of ownership when products are transferred from producers to final consumers or industrial users."

Philip kotler thinks: "Distribution channel refers to all enterprises and individuals who acquire or help transfer the ownership of a commodity or service when it is transferred from the producer to the consumer. So a distribution channel mainly includes merchant middlemen (because they get ownership) and agent middlemen (because they help transfer ownership). In addition, it also includes producers and consumers as the starting point and end point of distribution channels, but does not include suppliers and additives. "

Kotler believes that marketing channel and distribution channel are two different concepts. He said: "Marketing channel refers to the collection of all enterprises and individuals that a producer cooperates to produce, distribute and consume a certain commodity or service." That is to say, a marketing channel includes all enterprises and individuals in the process of selling a certain product, such as resource suppliers, manufacturers, business middlemen, agent middlemen and assistants (which can also be translated as "convenient exchangers" and physical dealers, such as transportation enterprises, public warehouses, advertising agencies, market research institutions, etc. ) and the end consumer or user.

① Food processor A buys raw materials from food producers through purchasers and obtains other production resources from other suppliers. These goods are stored in the warehouse by the supplier and transported to the factory in a planned way according to the needs of the processing factory of Company A. ..

② Company A sells products to various wholesalers (such as independent wholesalers, voluntary chains, retailers' cooperatives, etc.). ) sold to various retail stores (such as convenience stores and supermarkets) through "food brokers". ).

③ Marketing channels include food producers, food buyers, other suppliers, various agents, wholesalers, retailers and consumers.

④ Distribution channels include food processors, wholesalers, agents, retailers and consumers.

American Marketing Association is an organization composed of American market researchers, marketing educators and people engaged in marketing in industrial and commercial enterprises and departments. Its headquarters is located in Chicago, USA. The American Marketing Association had a definition committee as early as 193 1, but it was not until 1960 that the committee defined distribution channels, that is, distribution channels refer to the organizational structure of internal and external agents and distributors (wholesale and retail), through which goods (products or services) can be marketed. This definition only pays attention to the organizational structure of distribution channels, but does not reflect the circulation process of goods from producers to final consumers or users.

Specifically, the functions of distribution channels mainly include:

First, research, that is, collecting information necessary for planning and communication;

Second, promotion, that is, designing and disseminating information about goods to encourage consumers to buy;

Third, contact, that is, to find and determine potential buyers for manufacturers and communicate with buyers;

Fourth, cooperation, that is, adjusting the products supplied according to the requirements of buyers, including grading, classification and packaging activities;

Fifth, negotiation, that is, to participate in the negotiation of trading conditions such as price on behalf of the buyer or seller, so as to facilitate the signing of the final agreement and realize the transfer of product ownership;

Sixth, logistics, that is, storing and transporting products;

Seventh, financing, that is, raising and dispersing funds to pay part or all of the expenses required for issuance;

Eighth, take risks, that is, take all risks related to channel work.

[Edit this paragraph] Channel conflict and control

First, the advantages and disadvantages of channel conflict

Conflicts between manufacturers, manufacturers and middlemen, middlemen and even manufacturers and their direct sales offices are inevitable. But everything has advantages and disadvantages, advantages and disadvantages:

1. It is possible that the new channel operation mode will replace the old channel mode, which is beneficial to consumers in the long run.

2. Manufacturers who have no channel conflicts and customer collisions at all will definitely have defects in their channel coverage and market development.

3. The intensity of channel conflict can also be a "checklist" to judge the strength of both parties to the conflict, and to judge whether the goods sell well.

Second, the basic types of channel conflicts

There are three main types:

The first is the same channel dispute between different brands.

The second is the channel dispute within the same brand.

The third is the dispute between upstream and downstream channels.

Third, the smuggling of goods.

(a) the type of goods.

In nature, it can be divided into:

Malicious goods smuggling: that is, dealers deliberately dump goods into non-jurisdictional areas to seek illegitimate profits;

Smuggling of natural goods: generally occurs in key areas or logistics processes in the jurisdiction, and is not maliciously done by dealers;

Benign goods smuggling: the selected dealers are highly mobile, and the goods often flow to non-target markets.

(B) cargo smuggling performance analysis

1, goods between middlemen.

2, between dealers and office direct selling engineering customers.

3. Worse still, dealers confuse fake and inferior products with genuine products, grab the market share of legitimate products, or directly dump them at a price lower than the market price to obtain abnormal profits, which has hit other dealers' confidence in the brand.

(c) Analysis of the hazards of cargo smuggling

1, affecting channel control and corporate image.

2. Affect sales performance.

3, damage the brand image, so that the early investment can not get a reasonable return.

4, influence decision analysis:

The goods sent to a place are quietly sold to b place, and its "performance" is reflected in a place. When the company is not sure about the goods, the headquarters will get such false data, which will cause the company's decision-making analysis mistakes.

Fourth, establish an effective channel conflict resolution mechanism.

(A) the establishment of "early warning system" system

(B) channel integration, flattening

Binding contract

(D) packaging differentiation

Brief introduction of distribution channel design and management

"Design and Management of Distribution Channels" is divided into 10 chapter, which mainly includes introduction of distribution channels, basic members of distribution channels, design of distribution channel system, overview of distribution channel management, practice of distribution channel management, evaluation and improvement of distribution channels, logistics management of distribution channels, distribution channel information system, network distribution channel strategy and international distribution channels.

Book information managed by distribution channels

Author: Editor Li

ISBN: 10[7302 157278] 13[9787302 157274]

Publishing House: Tsinghua University Publishing House

Publication date: 2007

Pricing: 30.00 yuan

What are the contents of channel control?

The contents of channel control include:

The content of channel control: process management

The process of channel refers to a series of functions that channel members perform in sequence, and it is this series of processes that link all organizational members in the channel. There are six basic processes: ownership process, negotiation process, product process, product entity process, capital process, information process and promotion process.

Content of channel control: member management

1. Select channel members. In order to achieve the marketing objectives of enterprises, all enterprises must recruit qualified middlemen to engage in channel distribution activities. So as to become a member of the enterprise product channel. Different enterprises have different recruitment abilities. Some enterprises can easily find specific stores to join their channels, while some enterprises must make great efforts to recruit the expected number of middlemen. But whether it is easy or difficult for manufacturers to recruit middlemen depends on which characteristics can reflect the advantages and disadvantages of middlemen. They need to evaluate the middleman's operating time, growth record, repayment ability, willingness to cooperate and its credibility. If the middleman wants to give a department store exclusive distribution rights, the manufacturer needs to evaluate the location of the store, its future development potential and the types of customers frequented by it. Among them, when choosing middlemen, we should not only consider the level of middlemen, but also consider the criteria for choosing middlemen.

2. Cultivate channel members. In the implementation of the channel, it is necessary to train the middlemen and regard them as the end users of the company, so as to ensure that the channel members can help the company achieve the established goals.

3. Encourage channel members. Intermediaries need incentives to do their job well, and the factors and conditions for them to join the channel have also become part of the incentive factors, but they still need the continuous supervision and encouragement of producers. When dealing with the relationship with distributors, manufacturers often adopt different ways, mainly including cooperation, partnership and distribution plan. Distribution planning refers to the establishment of a vertical marketing system with planned and professional management in combination with the needs of manufacturers and distributors. The manufacturer has set up a special department under the marketing department, that is, the distribution relationship planning department, whose main job is to confirm the needs of dealers, formulate trading plans and schemes, and help dealers operate in the most suitable way.

4. Evaluate channel members. Manufacturers must regularly evaluate whether the performance of middlemen has reached a certain standard. If the performance of the middleman is not up to standard, we should consider the reasons and remedial measures. Producers sometimes have to tolerate these unsatisfactory performances, because cutting off the intermediary relationship or switching to other intermediaries may have more serious consequences. Many mistakes can be avoided if manufacturers and channel members can reach an agreement on performance and sanctions standards in advance. Manufacturers often set sales quotas, not in some cases, but it represents strict standards. Some manufacturers will list and grade the sales of middlemen after the sales period is over. This is to encourage those middlemen at the bottom to work hard for self-esteem and let the middlemen at the top maintain good performance for honor.

Content of channel control: relationship management

The core content of channel member management is to make all channel members form an equal relationship and form a channel alliance. Only when there is a harmonious marketing channel, members will have the same goal, coordinate their work and ensure the efficiency and effectiveness of the channel.

Channel members are divided into vertical relationship, horizontal relationship and cross relationship according to hierarchy. In these relationships, channel members have three different relationship states: cooperation, conflict and competition. Channel cooperation is a common practice among members of the same channel. In fact, channels are formed by the combination of various enterprises based on common interests. The various needs of manufacturers, wholesalers and retailers, the benefits that members get from mutual cooperation are far greater than the benefits that they get from their own distribution work. Channel cooperation is an inevitable product under the marketing concept, which is conducive to enterprises to better meet the needs of the target market.

Specific content of channel management

Channel management includes replication system.

① Manage the dealers' supply to ensure timely supply. On this basis, help dealers to establish and straighten out the sales subnet, disperse the pressure of sales and inventory, and speed up the circulation of goods.

(2) Strengthen the support for advertising and promotion of dealers and reduce the resistance of commodity circulation; Improve the sales force of goods and promote sales; Improve the utilization rate of funds and make it an important source of profit for dealers.

(3) Be responsible for the distributor and provide product service support to the distributor * * * on the basis of ensuring supply. Properly handle the problems of product damage and deterioration, customer complaints, customer returns, etc. in the sales process, and effectively protect the interests of dealers from unnecessary damage.

④ Strengthen the management of dealer's order processing, and reduce the poor delivery caused by order processing errors.

⑤ Strengthen the settlement management of dealer orders, avoid settlement risks and protect the interests of manufacturers. At the same time, prevent dealers from using settlement facilities to create market chaos.

⑥ Other management work, including training dealers, enhancing dealers' recognition of the company's philosophy and values and understanding of products. It is also responsible for coordinating the relationship between manufacturers and distributors, and between distributors and distributors. Especially for some unexpected events, such as price fluctuation, product competition, unsalable products, the impact of surrounding markets or low-priced dumping, we should give priority to cooperation and consultation, convince people by reasoning, help dealers to eliminate concerns in time, balance their mentality, and guide and support dealers to change in a direction conducive to product marketing.

Main contents of distribution channel management.

The main content of distribution channel management: channel management refers to all the activities that manufacturers manage the existing channels in order to achieve the company's distribution goals and ensure the coordination and cooperation among channel members, companies and channel members.

Channel management is divided into: selecting channel members, encouraging channels, evaluating channels, modifying channel decisions and quitting channels. Manufacturers can control their distribution channels to two different degrees, namely absolute control and low control.

(6) Extended reading of distribution channel management course content:

Channel management includes:

1. Manage the supply of dealers and ensure timely supply. On this basis, help dealers to establish and straighten out the sales subnet, disperse the pressure of sales and inventory, and accelerate the circulation of goods.

2. Strengthen the support for advertising and promotion of dealers and reduce the resistance of commodity circulation; Improve the sales force of goods and promote sales; Improve the utilization rate of funds and make it an important source of profit for dealers.

3. Be responsible for the distributor and provide service support for the distributor on the basis of ensuring supply. Properly handle the problems of product damage and deterioration, customer complaints, customer returns, etc. in the sales process, and effectively protect the interests of dealers from unnecessary damage.

4. Strengthen the management of dealer's order processing to reduce the poor delivery caused by order processing errors.

5. Strengthen the settlement management of dealer orders, avoid settlement risks and protect the interests of manufacturers. At the same time, prevent dealers from using settlement facilities to create market chaos.

6. Other management work, including training dealers to enhance their recognition of the company's philosophy and values and their understanding of products. It is also responsible for coordinating the relationship between manufacturers and distributors, and between distributors and distributors. Especially for some unexpected events, such as price fluctuation, product competition, unsalable products, the impact of surrounding markets or low-priced dumping, we should give priority to cooperation and consultation, convince people by reasoning, help dealers to eliminate concerns in time, balance their mentality, and guide and support dealers to change in a direction conducive to product marketing.

What are the contents of distribution channel management?

Selection of middlemen

Clear rights and obligations

encourage

evaluate

Adjust the channel

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What is the content of marketing channel management course?

The course Marketing Channel Management mainly focuses on the structure and function of enterprise marketing channels, marketing channel strategy and channel design, selection and management of marketing channel members and distributors, and marketing channel process and operation management. Through systematic study, students can realize the importance of enterprise marketing channel management in modern market environment, master the basic knowledge and theory of enterprise marketing channel management, and meet the requirements of enterprise marketing channel management.