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    Chuyeân Ñeà 2: Thieát Keá Keânh Phaân Phoái

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    Vinh Xuan
    The document outlines guidelines for designing a distribution channel. It discusses: 1. Analyzing customer needs and setting objectives and constraints for the distribution channel. 2. Identifying key distribution options like direct, indirect, and hybrid channels. 3. Evaluating the options based on economic, control, adaptability and brand image criteria. 4. Deciding on the optimal option and selecting channel members based on their conditions and responsibilities.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd

    Chuyeân Ñeà 2: Thieát Keá Keânh Phaân Phoái

    Uploaded by

    Vinh Xuan
    39 views24 pages
    The document outlines guidelines for designing a distribution channel. It discusses: 1. Analyzing customer needs and setting objectives and constraints for the distribution channel. 2. Identifying key distribution options like direct, indirect, and hybrid channels. 3. Evaluating the options based on economic, control, adaptability and brand image criteria. 4. Deciding on the optimal option and selecting channel members based on their conditions and responsibilities.

    Original Description:

    Kenh Phan Phoi

    Original Title

    Phan Phoi

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    The document outlines guidelines for designing a distribution channel. It discusses: 1. Analyzing customer needs and setting objectives and constraints for the distribution channel. 2. Identifying key distribution options like direct, indirect, and hybrid channels. 3. Evaluating the options based on economic, control, adaptability and brand image criteria. 4. Deciding on the optimal option and selecting channel members based on their conditions and responsibilities.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    39 views24 pages

    Chuyeân Ñeà 2: Thieát Keá Keânh Phaân Phoái

    Uploaded by

    Vinh Xuan
    The document outlines guidelines for designing a distribution channel. It discusses: 1. Analyzing customer needs and setting objectives and constraints for the distribution channel. 2. Identifying key distribution options like direct, indirect, and hybrid channels. 3. Evaluating the options based on economic, control, adaptability and brand image criteria. 4. Deciding on the optimal option and selecting channel members based on their conditions and responsibilities.

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    TbIet ke kenb pban pboI

    Chuyen e 2
    Muc tIeu
    Tai sao can phai thiet ke kenh phan phoi ?
    Nam vng qui trnh thiet ke kenh phan phoi.
    Ap dung e thiet ke kenh phan phoi tai doanh
    nghiep cua ban.
    guI trInb tbIet ke kenb pban pboI
    1. Phan tch nhu cau
    2. Muc tieu & rang buoc
    3. Nhng phng an chnh
    4. anh gia cac phng an
    5. Quyet nh phng an
    6. Tiep can & ky hp ong
    7. Theo doi & anh gia
    Pban tIcb nbu cau kbacb bang
    Xac nh th trng mi
    ma ban muon tham nhap
    hoac san pham mi muon
    tung ra
    Xac nh nhu cau khach
    hang oi vi kenh phan
    phoi
    Muc do dam bao d]cb vu
    Dch vu ho tr
    San pham a dang
    a iem thuan tien
    Thi gian ch i
    Qui mo lo hang
    Muc do dam
    bao d]cb vu
    Xay dung nbung muc tIeu &
    nbung rang buoc
    Muc tieu cua kenh c xac
    nh bang ch tieu mc o am
    bao dch vu.
    Trong ieu kien canh tranh,
    cac thanh phan cua kenh phai
    sap xep cac nhiem vu chc
    nang cua mnh e giam en
    mc toi thieu tong chi ph cua
    kenh ma van am bao mc dch
    vu mong muon.
    Nbung rang buoc
    Ngi tieu dung
    San pham
    Trung gian phan phoi
    Canh tranh
    Cong ty
    Moi trng kinh doanh
    Nbung
    yeu to
    pbaI can nbac
    kbI tbIet ke
    kenb pban pboI
    Xac d]nb nbung pbuong an cua
    kenb pban pboI
    He thong
    marketing ngang
    He thong
    marketing doc
    Kenh gian tiep
    Kenh hon hp
    Kenh trc tiep
    Cac pbuong
    an cbInb
    Kenb pban pboI truc tIep
    Nha san xuat
    Ban hang
    trc tiep
    Ban hang
    qua mang
    Ban hang
    qua th
    Ban hang
    qua . thoai
    Ca hang
    cong ty
    Ngi tieu dung
    Kenb pban pboI gIan tIep
    Nha san xuat
    Nha moi gii
    ai dien th. mai
    Ngi ban le
    Nha buon s
    Ngi tieu dung
    Kenb pban pboI bon bop
    Ket hp gia kenh tr c tiep va kenh gian
    tiep e tho a man nhng nhu cau cua ca c
    th trng muc tieu khac nhau.
    Co ba li ch:
    Gia tang mc o bao phu th trng
    Giam chi ph giao nhan cho cac khach hang
    hien hu
    Tang cng ban hang theo nhu cau rieng
    He tbong marketIng doc (VMS)
    Nha sa n xuat, nha buon s va ngi ban le
    hoat o ng nh mot the tho ng nhat.
    Mot thanh vien nay la chu s hu cua cac
    thanh vien khac, hoac trao cho ho oc
    quyen kinh tieu, hoac co quyen lc manh
    e n noi cac thanh vien kia phai hp tac.
    Noi len nh mot no lc e kiem soat mau
    thuan trong kenh.
    He tbong marketIng ngang
    Hai hay nhieu co ng ty cung mot cap hp
    lai v i nhau e khai thac mot c ho i
    marketing mi xuat hien.
    Tren c s tam thi hay lau dai.
    Co the hnh thanh ca c cong ty lien doanh.
    Nbung yeu to can pbaI xem xet
    kbI xac d]nb cac pbuong an
    ieu kien & trach
    nhiem cac thanh
    vien
    Cac loai trung
    gian
    Cng o phan
    phoi
    Yeu to
    xem xet
    Cac loaI trung gIan
    NguoI ban le
    Nba buon sI
    Nba moI gIoI
    aI dIen TM
    S hu hang hoa
    S hu hang hoa
    KHONG s hu hang hoa
    Phan phoi
    ro ng rai
    Pha n pho i
    chon loc
    Phan phoi
    oc quyen
    Cuong do pban pboI
    (So luong trung gIan)
    Ieu kIen va tracb nbIem cua
    cac tbanb vIen
    Chnh sach gia ca
    ieu kien ban hang
    Quyen han theo lanh tho
    Tra ch nhiem ve dch vu ho tr
    anb gIa cac pbuong an cbInb
    Dua vao
    bon tIeu cbI
    Tieu ch kinh te
    Tieu ch kiem soat
    Tieu ch thch nghi
    Hnh anh thng hieu
    guyet d]nb pbuong an & lua
    cbon tbanb vIen cua kenb p/p
    Quyet nh phng an tot nhat
    Tm kiem nhng nha phan phoi ng vien
    phu hp
    e ra cac tieu ch tuyen chon cac thanh
    vien cua kenh phan pho i
    Cbon lua cac tbanb vIen cua
    kenb pban pboI
    Cty ban
    trc tiep
    Dung nha
    moi gii
    Dung nha
    buon s
    Dung ng.
    ban le
    1. So lng va loai
    khach hang
    2. Mc o tap trung
    cua th trng
    3. Gia n v cua san
    pham
    4. o phc tap cua san
    pham
    5. Nguon lc tai chnh
    6. Nhu cau kiem soat
    t
    Tap
    trung
    at tien
    Ky thuat
    cao
    Doi dao
    Cao
    Chuyen
    biet
    Tap
    trung
    t at
    hn
    Phc
    tap va
    u
    Cao
    Hang
    tram
    Phan
    tan
    Re tien
    n
    gian
    Han che
    Thap
    a
    dang
    Phan
    tan
    Re tien
    n
    gian
    u
    Thap
    Mot so tIeu cbI kbac de danb
    gIa cac tbanb vIen
    Chi ph khi s dung thanh vien kenh phan
    phoi
    Mc o thanh cong cua nha phan phoi
    Nhu cau bao hiem
    Chi ph ton kho va lu kho
    Chi ph van chuye n
    TIep can va ky bop dong voI
    cac nba pban pboI
    Tm hieu nhng mong i cu a nha phan phoi
    oi vi nha san xuat.
    Chuan b ay u chnh sach phan pho i, thu
    thu c, he thong ho tr mang tnh ong vien.
    Khang nh cam ke t cua cong ty oi vi
    kenh phan pho i mi.
    Trnh bay thuyet phuc trc nha phan pho i.
    Ky h p o ng phan phoi va bat au mot moi
    quan he kinh doanh tot e p.
    Tbeo doI va danb gIa kenb
    pban pboI
    Phu kn th trng muc tieu va th trng tiem nang.
    Nha phan phoi co nang lc va co the thch ng
    chien lc marketing cua mnh theo chien lc cua
    nha san xuat
    Hnh anh, uy tn, tnh nang ong va cac gia tr cua
    kenh phan phoi,
    Kiem soat c viec phan phoi
    Tng thch gia cac kenh phan phoi.
    Gia thanh
    Cau boI?
    ?
    ?

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