渠道第6章(已修改)
2025-02-02 19:27 本頁面
【正文】 第 5章差距分析 重慶理工大學(xué)工商管理學(xué)院市場營銷系 主講人：陳樹楨 本章主要內(nèi)容 ? 渠道差距的原因與類型 ? 消除渠道差距 ? 渠道差距分析模塊 本章學(xué)習(xí)目標(biāo) ? 定義渠道差距 ? 分析渠道差距原因 ? 熟悉各種類型的渠道差距 ? 識別消除各種渠道差距的策略 ? 運(yùn)用渠道差距模塊，總結(jié)渠道差距知識 環(huán)境約束 法規(guī) 基礎(chǔ)設(shè)施 Managerial Bounds: Constraint due to lack of knowledge Constraint due to optimization at a higher level DemandSide Gaps: SOS SOD SOS SOD Which service outputs? SupplySide Gaps: Flow cost is too high Which flow(s)? DemandSide Gaps: Offer tiered service levels Expand/contract provision of service outputs Change segment(s) targeted SupplySide Gaps: Change flow responsibilities of current channel members Invest in new lowcost distribution technologies Bring in new channel members 圖 51：渠道差距分析框架 案例圖 52：網(wǎng)絡(luò)帳單差距分析 BOUNDS GAPS CLOSING THE GAPS Environmental: Technology infrastructure: ?takes time to fully develop ?initially endowed benefits more on billers than on payers ?is not universally available ?is characterized by high fixed setup costs, but low marginal implementation costs and thus is not attractive unless significant scale is achieved Demandside: ?Assortment/variety (onestop bill payment site not available) ?Waiting time too long (some ebills took 5 days to pay) ?Information provision poor (thus ebill payment viewed as risky) Supplyside: ?Clear lowering of many channel flow costs ?But co
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