When multinational enterprises make decisions on distribution channels, they mainly pay attention to the following factors:
First, the commodity factor; Second, market factors; Third, the consumption factor; Fourth, the manufacturer's (company's) own factors; V. Environmental factors
Specific as follows
First, the commodity factor.
(1) value size. Generally speaking, the smaller the individual value of goods, the more marketing channels and the longer the route. Conversely, the higher the unit price, the shorter the route and the fewer channels.
(2) volume and weight. Too large or overweight goods should choose direct or indirect channels with fewer middlemen.
(3) Fashion. For goods with rapidly changing styles, direct sales channels should be used to avoid unnecessary losses.
(4) Technology and after-sales service. For goods with high technical content or requiring frequent repair and maintenance, the sales channels should be short.
(5) Product quantity. A large number of products are often sold through middlemen to expand sales.
(6) product market life cycle. Products in different stages of the market life cycle, marketing channels
The choice is different, for example, the product recession will compress the marketing channels.
(7) new products. In order to put new products into the market and quickly occupy the market, production enterprises should be established
Organize sales force, sell directly to consumers or use the original marketing route to display.
Second, market factors.
(1) Status of potential customers. If the potential customers are widely distributed and the market scope is large, we should make use of them.
Long channels and wide promotion.
(2) the regionality of the market. In areas where the target market is concentrated, the structure of marketing channels can be shorter.
Generally, the traditional marketing route is adopted, that is, wholesale plus retailer sales.
(3) Consumer buying habits. Customer' buying habit of various consumer goods, such as that most acceptable price,
The preference of purchasing place and the requirement of service directly affect the distribution route.
(4) the seasonality of commodities. Seasonal goods should take a longer distribution route to fully
Give play to the role of wholesalers and the channels will be long.
(5) competing goods. Similar goods should generally take the same distribution route, which makes it easier to occupy the market.
(6) the size of the sales volume. If the one-time sales volume is large, it can be directly supplied and the marketing channel is short;
If the sales volume is small at one time, it will be sold in batches for many times, and the channel will be longer.
When studying market factors, we should also pay attention to the use and positioning of goods, which is very important for selective marketing.
Channel structure is very important.
Third, the consumption factor.
Generally speaking, manufacturers should try to avoid using the same distribution channels as their competitors. If competition
For those who use and control traditional channels, manufacturers should use other different channels or ways to promote sales.
Its products. For example, trousers (originally made of "mini skirts") are very popular with American women. In the past, all manufacturers of side pantyhose promoted their pantyhose through department stores and women's clothing stores, avoiding competitors and promoting L'eggs brand pantyhose in supermarkets, which achieved great success. The same is true of Avon, an American company, which does not adopt traditional distribution channels, but adopts a way of avoiding competitors and training young and beautiful women door to door.
Selling cosmetics door to door has brought a lot of profits and success. On the other hand, due to the consumer's purchase
Under the influence of purchasing mode, some manufacturers of products have to use the channels used by competitors. For example,
Consumers often compare brands and prices when buying food, so food manufacturers must produce it.
Products are sold by retailers dealing in competitors' products, that is, they must be used.
Channels used by competitors.
Among them, the consumption habits of consumers mainly refer to the following two points:
(1) Consumers have different buying habits for different consumer goods, which will also affect the distribution channels.
Choose convenient items in consumer goods (such as cigarettes, matches, soap, toothpaste, most groceries, general
Candy, newspapers and magazines. There are many consumers (so it has a big market), and consumers are interested in it.
Consumer goods are purchased frequently, so it is very convenient to buy such consumer goods anytime and anywhere. Therefore,
Manufacturers can only resell to consumers through wholesalers and a large number of small and medium-sized retailers. Therefore,
The distribution channel of convenience goods is a special product in "long and wide" consumer goods (such as famous men's suits, etc.). ).
Because consumers are used to spending more time and energy looking for this special consumer product, it is special.
Manufacturers of special products (that is, brand-name products manufacturers) generally only go through a few carefully selected retailers.
In order to promote their products, they even distribute their products through only one retailer in a region, so the products are very special.
Our distribution channels are short and narrow.
(2) The average consumer buys more times and buys less each time; And industrial users.
Is to buy less (equipment only once every few years, manufacturers need raw materials and parts are.
According to the contract, it is purchased once a year or several years), and the purchase volume is very large every time. This determines the system.
Manufacturers can sell products directly to industrial users, but generally they cannot sell products directly to consumers.
Otherwise, it is not cost-effective for manufacturers to sell in small batches for many times, which will increase the cost.
Four, the manufacturer (company) own factors
This mainly refers to the following information of the manufacturer (company) itself: □ Product portfolio of the manufacturer (company)
The so-called product portfolio of a company refers to this situation: the "product category" of a company.
How much (product line)? For example, Mitsubishi Motors Corporation of Japan produces passenger cars, cars and commodities at the same time.
Four products: cars and motorcycles; How many models and specifications are there for each product, such as those produced by Mitsubishi Motors?
There are three types of buses: MS brand large buses (carrying 49 passengers) and MK brand medium buses (carrying 33 passengers).
Rosa minibus (26 passengers). The number of "product categories" of a company indicates the company's
Width of "product portfolio"; The average of models and specifications of various products shows that the company
The depth of the "product portfolio". A company's "product mix" is the company's "production"
The width and depth of the product portfolio, that is, the types, models and specifications of our products.
Situation. The reason why the company's "product mix" will affect the choice of distribution channels is because customers.
There is such a contradiction between production and sales: from the manufacturer's point of view, the sales volume is larger (assuming that the products are all
It is a general consumer product with low unit price), otherwise it is not if the sales frequency is frequent and the sales volume is small.
Economical and practical; As far as retailers are concerned, except for a few large retailers, small and medium-sized retailers generally purchase more goods.
Variety specifications, small batch, diligent sales. Therefore, if the width of the manufacturer's "product portfolio"
And manufacturers can sell them directly to retailers.
This distribution channel is "short and wide"; Conversely, if the width of the manufacturer's "product portfolio"
And manufacturers can only rely on wholesalers and many spare parts.
Sellers resell to final consumers, and this distribution channel is "long and wide".
□ Can the manufacturer (company) control the distribution channels?
If the manufacturer (company) needs to strategically control the market retail in order to achieve its strategic goals.
Price, need to control the distribution channels, it is necessary to strengthen sales force, engage in direct sales, and use short.
Distribution channels. However, whether a manufacturer (company) can still do this depends on its credibility, financial resources and economic performance.
Camp management ability and so on. If the manufacturer's (company's) products are of good quality, world-famous and well-funded,
With the experience and ability to manage sales business, such a large manufacturer (company) may do whatever it wants.
Choose the most suitable distribution channels and middlemen at will, and even set up your own sales team and push them by yourself.
Selling products without any middleman is the shortest and narrowest distribution channel; On the contrary, such as
If the manufacturer (company) has weak financial resources or lacks the experience and ability to operate and manage sales business, I
Generally, only a few middlemen can promote their products, and this distribution channel is "long and wide".
Verb (abbreviation of verb) environmental factors
□ Environmental factors
There are many and complicated environmental factors that affect the channel structure and behavior, but they can be summarized into the following four categories, namely
Social and cultural environment, economic environment, competitive environment and government environment.
(1) The social and cultural environment includes the ideology, moral norms and society of a country or region.
Social atmosphere, social customs, lifestyle, national characteristics and many other factors, as well as related concepts can be.
It should be specific to consumers' fashion hobbies and all other social behaviors related to marketing.
(2) Economic environment refers to the economic system and level of economic activities of a country or region, including
The efficiency and productivity of economic system can be related to the concepts of population distribution and resource distribution.
Sales volume, economic cycle, inflation, scientific and technological development level and so on. The composition of economic environment on channels
Have a major impact, such as over-concentration of production, wide population distribution and long circulation channels. Western countries
The emergence of supermarkets mainly selling food by themselves is based on the development of science and technology to some extent.
Ping, consumers can understand the instructions on the package as the premise. Without TV, newspapers and others,
Propaganda media, without modern packaging technology and freezing technology, without automatic equipment such as cash register.
Ready, the supermarket can't appear. Although some underdeveloped countries can introduce the above from abroad.
Technology and equipment, but because of illiteracy, most consumers can't read the packaging instructions, so the supermarket
It is difficult to popularize.
(3) The competitive environment refers to the economic pressure exerted by other enterprises on distribution channels and their members, and also
Is to let the members of this channel face the pressure of being taken away from the market. Competition will affect channel behavior. Any one
A channel member has two basic choices when facing competition: one is to do the same business with competitors.
Activities, but must do better than competitors; Second, we can make different business lines from our competitors.
Because. For example, when Japanese watches began to enter the American market, an anti-European watch passed through department stores, jewelry
The traditional store sales channels, however, are aimed at the broad masses of low-income people by many grocery stores and discount stores.
Enter the class sales channel to achieve success. Japanese cars, household appliances, cameras,
The reason why photocopiers can successfully enter the European and American markets is because Japanese companies have adopted the policy of "making intermediary business rich"
Channel strategies are inseparable.
At the suggestion of the marketing teacher, I found some information in the Wanfang database of the school library, hoping to help you!