Chapter3channelstructure.ppt

Chapter 3 channel structure Section 1 length structure 一. zero-channel direct channel, short channel 1. meaning 2. characteristics In zero-Channels, there are only manufacturers and users, but no middleman. Commodities belong to manufactures before sale. Ownership of goods transfer from producers to users through only one time. Manufacturers Possess all of sales revenue and profits. 3. With regard to direct selling 1886年，雅芳公司在美国创造性地通过“雅芳小姐”以单层次直销方式销售香水，展开了现代直销史的篇章。1945年纽崔莱公司发展出多层次直销“团队计酬”的奖金制度，多层次直销开始渐成风尚。上世纪90年代初，直销模式引入中国 。（1990年11月，美国雅芳公司经中国广州市人民政府批准，投资2795万美元与广州化妆品厂合资成立广州雅芳有限公司 ）. Basic characteristics： 1：It is sale person to person or face to face, which distinguishes it from direct marketing. 2：Usually the sale is not accomplished in stores, which excludes direct selling in store. Conclusion Direct sale is the form of non-store selling, including direct selling、 direct marketing. The direct selling includes two schemes : the single-level and multi-level marketing; the latter is known as pyramid selling in our country . Discussion: Direct selling Direct channels There is a widely spread but not right opinion; that is putting direct marketing the same as direct channel. In fact, direct sale Does not mean direct channel. Direct channels are compared with the indirect channels, while direct sale is a form of non-store marketing; Direct sale can be in direct channels such as personal selling , as well as indirect channels such as a cosmetics firm commissioned a direct-sales company selling . 4. emerging conditions 5. advantages analysis: Advantage: Realizing the integration of developmental strategy; easy to control; strengthen serves ; Shortcoming: Does not suit products widespread retailing; increasing expense ; decentralizing energy. case：Honda 、Amway、 DELL 二 indirect channels 1. The meaning ,pattern and characteristics 2. Advantage Analysis Focus on resources of production; simplify transactions, extensive distribution; Sup