Wondershare EdrawMind
MindMap Gallery Android-Channel Management Overview
- 11
Android-Channel Management Overview
Chapter 4 of Business Administration: Overview Notes on Channel Management, including marketing channels and distribution channels, construction of distribution channels, channel member management, channel rights management, channel conflict management, etc.
Edited at 2021-10-14 22:57:13
- Recommended to you
- Outline
Channel Management Overview
marketing channels and distribution channels
marketing channels
Supply-production-sino-consumer-auxiliary supplier
Distribution channel
Production-in-Consumption
Distribution channel management objectives
sales growth
Profit amount
market share
Tip: Grow the profits you own
Distribution channel management tasks
Construction of distribution channels
consumer goods
Classification
Convenience products
Daily necessities
impulse buy
emergency items
Optional items
non-desired goods
Special product
distribution channel model
Direct supply from factory
Multiple distribution (agent) model
Exclusive distribution (agency) model
Platform sales model
Industrial products
Industrial product definition
Definition of industrial product market (market for means of production)
Industrial product market characteristics
Derivativeness of requirements
The elasticity of demand is small
Professional purchasing
Large amount purchased at one time
Customer concentration and stability
Tip: Concentrate on junior college students
service product
feature
intangibility
inseparability
non-storability
difference
Non-transferability of title
Classification
human body processing
object handling
Tangible
brain stimulation processing
information processing
invisible
Common distribution channel models
direct distribution model
Distribution model formed by intermediary structure
agent
wholesaler
Retailer
broker
Intermediary = middleman (batch, retail, agency) broker
Channel member management
Channel member selection
Channel member incentives
Motivational methods
Communication and motivation
business incentives
support and incentives
motivational issues
Insufficient incentives: sales decline, profits decrease
Over-incentives: sales rise, profits fall
Channel Member Assessment and Adjustment
Channel Rights Management
Source of channel power
reward rights
power of coercion
statutory authority
right of recognition
right to expertise
right to information
Use of channel power
commitment strategy
threat strategy
legal strategy
request strategy
information exchange strategy
Suggest strategies
Maintenance of channel power
The essence is to maintain channel control
Maintenance of manufacturer's control
Maintaining control of middlemen
brand
definition
content
brand name
brand logo
Classified according to different brand ownership rights
Manufacturer brand
dealer brand
mixed brands
Managing channel conflicts
Define and classify
Divided by channel member hierarchical relationship
horizontal conflict
vertical conflict
Multi-channel conflict
Tip: How straight
Classification based on conflict of interest and confrontational behavior
conflict
latent conflict
Real conflict
false conflict
Do not conflict
false conflict
According to the frequency of conflicts
low conflict zone
Moderate conflict zone
high conflict zone
According to the direction of influence of channels on enterprise development
functional conflict
destructive conflict
destroy function
Cause of conflict
role misalignment
Goal difference
difference of opinion
Difficulty communicating
Differences in decision-making authority
Expectation difference
Scarce resources
Conflict handling
Long-term goals
participate actively
Incentive means
personnel exchange
Negotiation, mediation, arbitration and litigation
Clean up members promptly
The creation and elimination of channel gaps
gap type
quality perception gap
quality standards gap
service delivery gap
Market communication gap
aware service awareness
Ideas to eliminate the gap
Eliminate demand-side gaps
Eliminate supplier channel gaps
Change channel environment and management constraints
Channel evaluation metrics
Channel smoothness assessment
content
Product transmission time = product inventory time, transportation time of each link
Evaluation index
Product turnover speed
Payment recovery speed
Sales recovery rate = actual sales received / sales revenue * 100%
Channel coverage assessment
content
geographical area
Evaluation index
Market coverage
market coverage
Channel financial performance evaluation
Distribution channel expenses
Distribution channel expenses
Distribution channel expense rate = distribution channel expense amount/channel product sales*100%
Distribution channel expense rate increase and decrease rate = current period - previous period
Positive number: channel fees increase and costs increase
Negative number: channel expenses are reduced and costs are reduced
Channel market share
market share
Calculated based on overall market
Calculated by target market
Calculated according to the three major competitors
Calculated by largest competitor
Channel market share = sales of goods distributed by a certain channel/ventilation sales of the product*100%
channel profitability
Channel sales growth rate = current sales growth/previous year’s total sales*100%
Channel sales profit margin = channel profit/channel product sales*100%
Channel fee profit margin = channel profit/distribution channel fee*100%
Asset profit rate = channel profit/channel asset occupation*100%
Overview of online distribution channels
feature
virtuality
Economy
Convenience
network distribution system
Ordering system
settlement system
Distribution system
type
Online direct sales channels
Production enterprise self-built platform
Enterprises enter the e-commerce platform
Internet indirect distribution channels
directory service provider
Search engine service provider
virtual shopping street
internet content provider
online retailer
virtual assessment agency
Intelligent agent
virtual market
Internet statistics agency
Internet financial institution
Channel flattening and channel strategic alliances
Channel flattening
Concept: Reduce intermediate links
type
Logistics platform
Capital platform
Information flow platform
reason
The impact of network information technology
The impact of channel vertical integration
The influence of customer demand characteristics
form
direct channel
producer-consumer
A flat channel with a layer of middlemen
Producer-Middleman-Consumer
Flat channel with two layers of middlemen
Manufacturer-Distributor- Retailer-Consumer
channel strategy
Strategic alliances between dealers
Supplier’s previous strategic alliances
Strategic alliance between suppliers and dealers: supply-production-marketing