【正文】 trouble in entering new markets. In short, the channel system evolves as a function of local opportunities and conditions, emerging threats and opportunities, pany resources and capabilities, 4 and other factors. Consider some of the challenges Dell has encountered in recent years. DELL Dell revolutionized the personal puter category by selling products directly to customers via the telephone and later the Inter, rather than through retailers or resellers. Customers could custom design the exact PC they wanted, and rigorous cost cutting allowed for low everyday prices. Sound like a winning formula? It was for almost two decades. But 2021 saw the pany encounter a number of problems that led to a steep stock price decline. First, reinvigorated petitors such as HP narrowed the gap in productivity and price. Always focused more on the business market, Dell struggled to sell effectively to the consumer market. Ashift in consumer preferences to bUy in retail stores as opposed to buying direct didn39。t just push things through the system. It emphasizes what solutions consumers are looking for, not what products we are trying to sell them. Schultz has suggested that the traditional marketing four Ps be replaced by a new acronym, SIVA, which stands for solutions, information, value, and 7 access。主要作用之一是將潛在的顧客轉(zhuǎn)換成有利潤(rùn)的訂單。 Sepracor 公司 治療失眠的處方藥的增多很大程度上源于失眠癥患者的增多，只是制藥公司在印刷品和廣告上花費(fèi)數(shù)十億美元。在一個(gè)國(guó)家里，公司可能使用國(guó)際代理商；在另外一個(gè)國(guó)家，則可能與當(dāng)?shù)毓竞匣铩? 混合渠道 現(xiàn)今成功的公司也在增加市場(chǎng)的渠道數(shù)量或在一個(gè)市場(chǎng)中建立混合渠道。 了解消費(fèi)者需要 消費(fèi)者可能基于以下一系列因素來(lái)選擇偏好的渠道：價(jià)格、產(chǎn)品分類和渠道便利性以及他們特殊的購(gòu)物目標(biāo)（經(jīng)濟(jì)、社會(huì)或者體驗(yàn)）。 價(jià)值網(wǎng)絡(luò) 傳統(tǒng)的供應(yīng)鏈觀點(diǎn)認(rèn)為，公司把市場(chǎng)作為目標(biāo)點(diǎn)，并把供應(yīng)鏈作為一個(gè)現(xiàn)行流程。 管理這個(gè)價(jià)值網(wǎng)絡(luò)需要公司在信息技術(shù)和軟件上花費(fèi)越來(lái)越多的投資。首先，當(dāng)公司想要前向或后向一體化時(shí)，他可以估計(jì)出向上游或下游擴(kuò)展是否更有利可圖。 即使是同一消費(fèi)者，在購(gòu)買時(shí)對(duì)于不同的功能也可能使用不同的渠道。 REI 的零售商店、網(wǎng)站、互聯(lián)網(wǎng)購(gòu)物區(qū)、郵購(gòu)目錄、價(jià)值定價(jià)售貨點(diǎn)和免費(fèi)訂單號(hào)碼被天衣無(wú)縫的整合在一起，令行業(yè)研究者稱頌。消費(fèi)者的購(gòu)買方式從直接購(gòu)買轉(zhuǎn)向在零售店購(gòu)買對(duì)戴爾是個(gè)不小的打擊，但更致命的傷害來(lái)自于其內(nèi)部，過(guò)分強(qiáng)調(diào)效率的供應(yīng)鏈模式積壓了顧客服務(wù)的成本和質(zhì)量。 渠道發(fā)展 新成立公司最典型的做法就是在當(dāng)?shù)赜邢薜氖袌?chǎng)使用現(xiàn)有的中間商進(jìn)行銷售。在拉動(dòng)戰(zhàn)略中，制造商適用廣告、促銷和其他溝通渠道方式來(lái)吸引消費(fèi)者向中間商購(gòu)買產(chǎn)品，以激勵(lì)中間商訂貨。還有一些中間機(jī)構(gòu)（如運(yùn)輸公司、獨(dú)立倉(cāng)庫(kù)、銀行和廣告代理商）則支持分銷活動(dòng)，但他們既不取得產(chǎn)品所有權(quán)，也不參與買賣談判，他們被稱為輔助機(jī)構(gòu)。 (2) Price/value customers who were most concerned about spending their money wisely。 shopping habits can vary by countries, and many retailers such as Germany39。 they are called agents. Still otherstransportation panies, independent warehouses, banks, advertising agenciesassist in the distribution process but neither take title to goods nor negotiate purchases or sales。s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item, and product benefits are well understood. In a pull strategy the manufacturer uses advertising, promotion, and other forms of munication to persuade consumers to demand the product from intermediaries, thus inducing the intermediaries to order it. Pull strategy is appropriate when there is high brand loyalty and high involvement in the category, when consumers are able to perceive differences between brands, and when they choose the brand before they go to the store. For years, drug panies aimed ads solely at doctors and hospitals, but in 1997 the FDA issued guidelines for TV ads that opened the way for pharmaceuticals to reach consumers directly. This is particularly evident in the burgeoning business of prescription sleep aids. SEPRACOR INC. The increased use of prescription sleep aids is due not so much to an increase in the number of insomniacs, as to the billions of dollars the drug panies re spending on print and TV advertising. Consider Sepracor39。t help, but selfinflicted damage from an ultraefficient supply chain model that squeezed costsand qualityout of customer service was perhaps the most painfuL Managers evaluated calf center employees primarily on how fong they stayed on each calfa recipe for disaster as scores of customers felt their problems were ignored or not properly handled. Alack of Ramp。 An even broader view sees a pany at the center of a value worka system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings. A value work includes a firm39。營(yíng)銷渠道不僅僅是服務(wù)于 市場(chǎng)，他們更要?jiǎng)?chuàng)造市場(chǎng)?？纯?sepracor 公司為助眠藥 lunesta 所做的廣告：一個(gè)灰綠色的月亮小精靈在一個(gè)寧?kù)o的睡眠者的頭周圍飄舞。 國(guó)際市場(chǎng)會(huì)產(chǎn)生獨(dú)特的挑戰(zhàn)。與戴爾相反，惠普使用銷售人員向大客戶銷售，使用電話銷售向中等客戶銷售，使用直郵的方式向小客戶銷售，零售商也向小客戶銷售，同時(shí)使用互聯(lián)網(wǎng)出售專門產(chǎn)品。與產(chǎn)品存在細(xì)分市場(chǎng)一樣，使用多種不同類型的渠道的營(yíng)銷者必須意識(shí)到，在購(gòu)買過(guò)程中，不同的消費(fèi)者有著不同的需要。然而，公司應(yīng)該首先選好目標(biāo)市場(chǎng)，然后再?gòu)哪繕?biāo)市場(chǎng)那一點(diǎn)開(kāi)始向后涉及供應(yīng)鏈，這被稱為需求鏈計(jì)劃。它們邀請(qǐng)軟件公司，諸如 SAP 和甲骨文（ Oracle）公司設(shè)計(jì)綜合性企業(yè)資源計(jì)劃，管理現(xiàn)金流、生產(chǎn)、人力資源、采購(gòu)和其他處于同一個(gè)完整框架中的功能塊。