chuong8-chien luoc phan phoi
TRANSCRIPT
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Chng 8
Chin lc phn phi
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Mc tiu chng
Lm r bn cht ca phn phi, knh phn phi vchin lc phn phi trong hot ng marketing cadoanh nghip.
Nm c cc quy trnh thit k v qun tr knh phn phi.
Nm c nhng hot ng c bn trong phn phihng ho vt cht
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Ni dung chng
Khi qut v chin lc phn phi Thit k knh phn phi Qun tr knh phn phi
Phn phi vt cht Cc hnh thc bn l
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1. Khi qut v chin lc phn phi
Khi nim phn phi v knh phn phi Chin lc phn phi Cc dng vn ng v chc nng knh phn phi
Cc cu trc knh phn phi
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Vai tr ca phn phi
Hot ngphn phil khu trung gian l cu ni to iu kincho cung v cutrn th trng gpnhau Hot ngphn phi hiu qu gip y nhanh qu
trnh ti sn xut cadoanh nghip. L mtcng c cnhtranh cadoanh nghip
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1.1.2 Khi nim knh phn phi
Knh phn phi sn phml tp hp cc t chc vc nhn lm nhim v chuyn a sn phm t nhsn xut n ngitiu dng cuicng.
Knh phn phi kt hp tt c cc thnh vin thamgia vo tin trnh phn phi gmnh sn xut, nhcung cp dch v, nh bun s, nh bun l, i l vngitiu dng.
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1.2 Chin lc phn phi
1.2.1 Khi nim chin lc phn phi Chin lc phn phi l tp hp cc nguyn tc nh
doanh nghip c th t mc tiu phn phi trnth trng mc tiu
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1.2.2 Vai tr ca chin lc phn phi
Gp phn tha mn nhu cu ca th trng mc tiulm cho sn phm sn sng c mt trn th trng,ng lc ng ni i vo tiu dng
Lin kt hot ng sn xut vi khch hng, trunggian v trin khai cc hot ng khc ca marketing
L cng c cnh tranh gip doanh nghip to s kh bit cho thng hiu
Phi hp vi phi thc khc trong marketing mix t cc mc tiu marketing
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1.3 Cc dng vn ng v chc nng ca knh phn ph
1.3.1 Cc dng vn ng trong knh Dng lu chuyn sn phm Dng lu chuyn quyn s hu Dng lu chuyn thanh ton Dng lu chuyn thng tin Dng xc tin
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1.3.2 Chc nng ca knh phn phi
Thng tin C ng kch thch tiu th Thit lp v duy tr quan h vi khch hng Thch ng v hon thin sn phm Thng lng, m phn Lu thng Ti tr San x ri ro
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1.4 Cc cu trc ca knh phn phi
1.4.1 Cu trc knh phn phi sn phm tiu dng cnhn Knh khng c trung gian gi l knh trc tip. Knh c trung gian gi l knh gin tip. Knh trc tip hay knh c mt trung gian gi l knngn. Knh c t hai trung gian tr ln l knh di.
k h h h h
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1.4.1 C u trc knh phn ph i sn ph mtiu dng c nhn
NH
SNXUT
Ngi bn l
Ngi
bn l
Ngi
bn bun
i l Ngi bn bun
Ngi bn l
NGI TIUDNG
1
2
3
4
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1.4.2 Cu trc knh phn phi sn phm cng nghip
NgiPPCN
i l
i l NgiPPCN
NHSN
XUT
NHS
DNGCNG
NGHIP
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2. Thit k knh phn phi
Phn tch nhu cu khch hng Xc nh cc mc tiu phn phi v cc iu kin
rng buc La chn chin lc phn phi
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2.1 Phn tch nhu cu khch hng
Tm hiu xem khch hng mc tiu mua nhng sn phm no, mua u, ti sao h li mua v mua nhth no.
Cc ch tiu ch yu ca nh gi mc nhu cu lQuy m mua hng, thi gian ch i, a im thunli, sn phm a dng, dch v h tr ..
2 2 X h i h h i
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2.2 Xc nh cc mc tiu phn ph i vcc iu kin rng buc
Cn c vo cc mc tiu phn phi Cn c vo c im ca th trng Cn c vo sn phm Cn c vo c im ca trung gian Cn c vo nng lc ca doanh nghip Cn c vo mun cnh tranh ca doanh nghip Cn c vo c im mi trng
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2.2.1 Cn c vo cc mc tiu phn phi
Chim lnh th trng Xy dng hnh nh sn phm Kim sot Gim chi ph, tng li nhun
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2.2.2 Cn c vo c im ca th trng
Loi th trng Quy m khch hng tim nng Mc tp trung v mt a l ca th trng Quy m n hng
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2.2.3 Cn c vo sn phm
c im ca sn phm Cc giai on ca chu k sng sn phm
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2.2.4 Cn c vo c im ca trung gian
Nng lc ca cc trung gian mun ca cc trung gian Chnh sch kinh doanh
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2.2.5 Cn c vo nng lc ca doanh nghip
Nng lc v kinh nghim qun l Kh nng ti chnh Danh ting v uy tn ca doanh nghip
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2.2.6 Cn c vo mun cnh tranh ca doanh nghip
Nhng quyt nh thit k knh phn phi ca doannghip chu tc ng bi mun cnh tranh ca h.C nhiu doanh nghip thch xy dng h thng ccca hng ca mnh ti cc trung tm thng
mi....Nhng cng c nhng doanh nghip thch xydng h thng ca hng theo kiu phn tn
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2.2.7 Cn c vo c im mi trng
Nhng quyt nh v thit k knh, hnh thc bn, sdng v qun l trung gian... phi tun theo nhngquy nh php lut hin hnh.
Nu th trng ang vo giai on suy thoi th nn tchc knh phn phi ngn v b bt nhng dch vkhng cn thit lm gi bn tng ln
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2.3 La chn chin lc phn phi
Chin lc phn phi rng ri Chin lc phn phi chn lc Chin lc phn phi c quyn
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3. Qun tr knh phn phi
Tuyn chn cc thnh vin ca knh Khuyn khch cc thnh vin hot ng nh gi cc thnh vin
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3.1 Tuyn chn thnh vin cho knh
Ngun thng tin gip tm kim thnh vin knh: Xc nh tiu chun la chon thnh vin knh i vnh sn xut
Thuyt phc cc thnh vin tham gia vo knh
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3.1 Tuyn chn thnh vin cho knh
Ngun thng tin gip tm kim thnh vin knh: T chc bn hng theo khu vc vc ca doanhnghip.
Ngun thng mi Ngi bn li sn phm hin nay ca doanh nghip Khch hng Trng by thng mi Qung co
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3.1 Tuyn chn thnh vin cho knh
Xc nh tiu chun la chon thnh vin knh i vi nh snxut.
iu kin tn dng v ti chnh Sc mnh bn hng Dng sn phm Danh ting Kh nng chim lnh th trng
Thnh cng v qun tr trc y Kh nng qun l Quan im, thi Quy m
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3.1 Tuyn chn thnh vin cho knh
Cc thnh vin tham gia vo knh quan tm 4 yu t sa Dng sn phm mang li li nhun tt S gip v qun l S tr gip v qung co xc tin Cc chnh sch bun bn cng bng v quan h hu
ngh
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3.2 Khuyn khch cc thnh vin hot ng
Cc phng php nh sn xut thng s dn khuyn khch thnh vin knh hot ng bao gm: h tr trc tip, hp tc, v lpchng trnh phn phi.
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3.3 nh gi cc thnh vin trong knh
Pht trincc tiu
chun olng hot
ng
nh gicc thnhvin knh
ng vi cctiu chun
xut cc bin phpiu chnhhot ngca cc
thnh vinknh
3 3 nh gi cc thnh vin trong knh
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3.3 nh gi cc thnh vin trong knh
Vic nh gi c th thc hin qua 3 cch: nh gi hot ng ca cc thnh vin knh thngqua cc tiu chun nhng khng kt hp cc o lnhot ng ny mt cch chnh thc hoc phi chnhthc t c mt nh gi tng th.
nh gi hot ng ca cc thnh vin knh c thkt hp mt cch nh tnh v khng chnh thc ktqu o lng bng cc tiu chun khc nhau thnhmt nh gi chun ton din.
nh gi bng cc tiu chun a phng c kthp chnh thc
h h h h
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4. Mt s hot ng phn phi vt cht
X l n t hng Lu kho Xc nh lng hng tn kho Chn phng tin vn chuyn