网络营销（第五版）.doc

PAGE PAGE 13 Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter 12: The Internet for Distribution Learning Objectives (PPT 12-2) Distribution Channel Overview A distribution channel is a group of interdependent firms that work together to transfer product and information from the supplier to the consumer. The channel is composed of producers, intermediaries and buyers. These members transfer products from the point of origin to the point of consumption. Online Channel Intermediaries A good way to classify online intermediaries is according to their business model, which are: content sponsorship, direct selling infomediary, or intermediary (three separate models). Content Sponsorship Firms create Web sites in hopes of attracting traffic and selling advertising. This model is often used in conjunction with other models to generate multiple revenue streams. Infomediary An infomediary is an online organization that aggregates and distributes information. This could be in the form of a market research firm or a variation on the content sponsorship model, using permission to buy space on a computer screen. Intermediary Models There are three main intermediary models on the Internet. Brokerage Models – A broker creates a market in which buyers and sellers negotiate and complete transactions, then charge a transaction fee for their service. Examples may be online exchange or online auction services. Brokers do not represent either party in the transaction. Agent Models – Unlike brokers, agents do represent either the buyer or the seller, depending on who pays the fee. Examples and classifications will be detailed in the outline section. Online Retailing – Online retailing is one of the most visible e-business models. These online firms may sell digital products or tangible products. Distribution Channel Length and Function The length of the distribution channel refers to the number of intermediaries between the supplier and the cons