第4章渠道结构（The fourth chapter, channel structure）.doc

第4章渠道结构（The fourth chapter, channel structure） The traditional mode of distribution channels Characteristic： The main disadvantage of the traditional marketing channels * the authenticity and accuracy of multi-level channel structure makes the channel of information transfer layers decrease, serious influence * in the information communication and feedback between channels at both ends of the manufacturers and consumers. * prone to channel conflict, in personnel, time and money on a serious waste of resources, resulting in economic channel Phenomenon. The status quo and trend of Chinas distribution system 1, large wholesale market atrophy 2, the rise of new stores, the rapid development of chain operation Thinking: what industry chain development is the fastest? What was the reason? The chain operation how to profit? 3, flat channel Reason thinking: flat? 4, terminal The status quo and trend of Chinas distribution system Reason: the advertising effect is reduced At Chinese in terminal effect Intensive and meticulous farming channels The rapid development of terminal At the end of 5, the channel extended to the township Thinking: the characteristics of the rural market? Two, the vertical channel system Franchise organization * the franchisee will own trademarks, trade names, products, patents, proprietary technology, technology and business model in the form of the franchise contract awarded grant franchisees, franchisees granted according to the provisions of the contract, to engage in business activities in the franchise business under the unified business mode, and pay royalties or fees to the franchiser to join. * three forms: technology expansion, management control, win-win Management channel: the case of China China has 117 dealers in 76 city nationwide, the Chinese manufacturers provided two dealers in the financial, service, information feedback and other aspects of independent, but in the purchase must be a dealer, a dealer to get kickbacks from level two i