What is distribution channel design?

What are the steps of distribution channel design?

1, determine the channel mode.

The design of enterprise distribution channel is to decide what kind of distribution channel to use, whether to send salesmen to sell or sell themselves in other ways, or to distribute through middlemen. If you decide to distribute through middlemen, you should further decide what type and scale of middlemen to choose.

2. Determine the number of middlemen

That is, to determine the width of the channel. This mainly depends on the characteristics of the product itself, the size of the market capacity and the width of the demand. There are usually three forms to choose from.

(1) densely distributed. Use as many middlemen as possible to distribute and broaden channels as much as possible. Convenience items in consumer goods (cigarettes, matches, soap, etc.). ), standard parts in industrial supplies, general small accessories, etc. Are suitable for this form of distribution, to provide the greatest convenience for purchase.

(2) exclusive distribution. In a certain area, only one middleman is selected for distribution or agency, and exclusive operation is implemented. Exclusive distribution is the most extreme form and the narrowest distribution channel, which is usually only applicable to some durable consumer goods or brand-name goods with strong technology. The advantage of exclusive distribution to manufacturers is to control middlemen, improve their management level, strengthen product image and increase profits. However, there are certain risks in this form. If the middleman is not well managed or has an accident, the producer will suffer losses.

When exclusive distribution is adopted, it is usually agreed by both the producer and the seller. The seller shall not operate other competitive commodities at the same time, and the producer shall not look for other middlemen in the same area. This exclusive operation hinders competition, so it is prohibited by law in some countries.

(3) selective distribution. This is a form of distribution between the above two forms, that is, a few middlemen are conditionally selected to operate. This form is suitable for all kinds of products, and it is wider than exclusive distribution, which is conducive to expanding sales, opening up markets and launching competition; Compared with intensive distribution, it is more economical, easier to control and does not need to distract too much energy. Conditional choice of middlemen. It also helps to strengthen mutual understanding and contact, so that the selected middlemen are willing to work hard to improve their promotion level. Therefore, this form of distribution works well.

(4) Composite distribution. Producers sell the same products to different markets and the same market through various channels. This distribution strategy is conducive to mobilizing the enthusiasm of all parties.

3. Rights and responsibilities of designated channel members.

After determining the length and width of the channel, the enterprise should also stipulate the rights and responsibilities with the middlemen, such as giving different price discounts to different regions, different types of middlemen and different purchases, providing quality assurance and price reduction assurance, so as to encourage middlemen to actively purchase goods. It is also necessary to agree on the terms of delivery and settlement, as well as the services provided by the other party, such as manufacturers providing spare parts, training technicians, assisting in sales promotion, etc. The seller provides market information and various business statistics. When signing a contract with a middleman, the manufacturer shall include the above contents.

How to design distribution channels?

How to design distribution channels

With the great changes in the market environment, especially in the terminal market, we urgently need to find a new channel model.

The author thinks that the development of new channel mode in China market will be mainly reflected in five aspects.

Systems and specifications

The foundation of future channel construction

At present, there are six major problems in the distribution channel management system in China:

First, the channel cost is too high.

Resulting in reduced profits of channel members;

Second, the problem of delayed accounts and dormant accounts caused by credit sales;

Third, regional cross-shipment caused by channel promotion and rebate;

The fourth is the channel.

Excessive between members,

Market disorder caused by disorderly competition;

Fifth, retail supermarkets,

Chain development brings complex zeros.

Sales terminal management issues; Sixth, dealers at all levels lack the enthusiasm and operational ability to open up markets and promote new products.

The above six problems all lie in the systematization and standardization of the distribution system.

Because the distribution channel formation mechanism is a system,

bag

Including scale formation mechanism, organization formation mechanism, management formation mechanism and regulation formation mechanism.

For example, the main contents of distribution channel management are:

Circulation management

Member management

divisional management

logistics management

Select members

Business department structure

Ownership flow management

Encourage members

Sales team design

Payment process management

Evaluation member

Recruitment and training of sales team

Information flow management

Membership adjustment

Sales team management

Promotion process management

conflict management

Rectification and promotion of sales team

If we don't strengthen system construction and standardized management, we will just "treat the headache and treat the foot pain" and pay attention to one thing and lose another.

There are more than six problems mentioned above.

More specifically,

If we solve it in isolation,

Not only is it difficult to solve,

And it's just a "cure"

The table is not cured. "

Once put into the system design of distribution channel system,

Many problems in process management can be solved easily.

Therefore, it will be the basic task of channel reform to continuously strengthen the systematic and standardized infrastructure of distribution channels.

Individualization and innovation

The main theme of the future channel

Kangnai leather shoes established a national distribution store.

Wahaha beverage distribution channel is the joint marketing subject of distributors with regional responsibility system.

Network. The "I-oriented" channel reconstruction shows a proactive and "people-oriented" channel choice.

Documents are in full swing, etiquette and music are accompanied.

Mini ipad mobile hard disk polaroid Baidu schoolbag

What it shows is that passivity has become more and more obvious.

We should not only start from the existing channels,

Simple evaluation options.

Choose,

We should start with products and consumer demand.

Design,

Innovation,

Construct an ideal distribution channel with its own characteristics.

Distribution channel design is roughly divided into four steps:

The first is to analyze the service demand of consumers: purchase batch, waiting time, travel distance, selection range and after-sales service.

The second is to analyze various influencing factors and establish distribution channel objectives:

Five factors should be considered, product factor,

Enterprise factors,

middle

Commercial factors,

Competitors are related,

Marketing environment factors.

Clarify the choice of distribution channel objectives;

Easy to buy,

Higher profitability,

Member support and after-sales service.

The third is to design alternative channel schemes:

After determining the distribution channel objectives,

It is necessary to consider the design,

What channels are available?

To achieve this goal, there should be at least four basic contents: length, width, width and system.

The fourth is to evaluate the options: economic standards, control standards and adaptability standards.

The distribution channel scale selection model has two foundations: first, the manufacturer pursues the maximization of interests, which is manifested in the saving of transaction costs;

Consumers pursue the maximization of benefits,

Easy to buy performance.

The transaction cost saving of manufacturers and the convenience of consumers' purchase are contradictory.

Balance,

It is an ideal distribution channel scale;

The second is the saving degree of transaction costs of manufacturers and the convenience needs of consumers.

Directly influenced by the product itself.

The basis of maximum profit is the maximum sales and the lowest distribution cost.

The former is made up of

Determine the adaptability of products and requirements.

The most important influence of distribution channel size is consumer demand.

Three changes in product and cost

Quantity.

After designing the personalized channel that best conforms to the product characteristics and the actual situation of the enterprise,

Must have advanced business philosophy,

real

Sincere sense of cooperation,

Effective encouragement and guidance,

Only first-class management can ensure the successful operation of this channel model.

from

......

Brief introduction of distribution channel design

Distribution channel design refers to the marketing activities of establishing distribution channels that have never existed before or changing existing channels. Designing channels generally includes four aspects: analyzing the service output level, determining the channel objectives, determining the channel structure scheme, and evaluating the main channel schemes. (1) Analysis of service output level The level of channel service output refers to the degree to which channel strategy solves the problem of customers purchasing goods and services. There are five factors that affect the output level of channel services: 1. Purchase batch refers to the quantity of goods purchased by customers at one time. 2. Waiting time refers to the average waiting time after the customer places an order or decides to buy it on the spot and gets the goods. 3. Convenience refers to the convenience provided by distribution channels for customers to buy goods. 4. The scope of choice refers to the quantity of goods provided to customers by distribution channels. 5. After-sales service refers to various additional services provided by distribution channels to customers, including credit, delivery, installation and maintenance. (2) The best way to reach the target market is to determine the channel target and limit the central link of channel design. Channel objectives should be expressed as the level of customer service expected by enterprises (when, where and how to provide products and realize services to target customers) and the functions that middlemen should perform. Whether creating a channel or changing the original channel, the designer must clearly list the channel design objectives of the enterprise. (3) Determining the channel structure scheme Effective channel design should start with determining the market that the enterprise wants to reach. No one channel can adapt to all enterprises and all products, even products with similar or even the same nature sometimes have to adopt completely different distribution channels. (1) The main factors affecting the channel structure There are many factors that affect the channel structure. The basic factor is: 1. Market factors and channel design are deeply influenced by market characteristics. 2. Product factors, product factors are very important factors affecting the channel structure. 3. Enterprise factors, enterprises should also consider their own situation when choosing distribution channels. (2) After designing the channel structure scheme and defining the channel objectives and influencing factors of the enterprise, the enterprise can design multiple channel schemes to choose from. The channel selection scheme includes three elements, namely, the channel length strategy, the channel width strategy and the type of commercial intermediary structure. (IV) Evaluation of major channel schemes The task of major channel scheme evaluation is to select the channel structure scheme that best meets the long-term marketing objectives of the enterprise among those seemingly feasible channel structure schemes. Therefore, we must use certain standards to conduct a comprehensive evaluation of channels. Among them, the commonly used standards are economy, controllability and adaptability. 1. economic standards, the ultimate goal of the enterprise is to obtain the best economic benefits. Therefore, the economic benefit mainly considers the relationship between sales volume and the cost of each channel. 2. The degree of control, the enterprise's control over the channel, and its own marketing are certainly more favorable than using sales agents. 3. Adaptability, market demand and the resulting changes in all aspects require enterprises to have certain adaptability.

What is the basic goal of enterprise distribution channel design 10?

The basic objectives of enterprise distribution channel design include:

1 Economic goal: achieve the expected sales.

Control objective: achieve the expected market coverage.

3 adaptation goal: complete the localization operation of the local market

4. Reputation goal: to achieve the brand building goal.

In western economics, the meaning of distribution is to establish sales channels. According to the famous definition of marketing guru and philip kotler, distribution channel, or marketing channel, refers to a certain commodity (modity) or Service (service) in the process of transferring from producer to consumer. Obtaining the ownership of this commodity and service will help all enterprises and individuals to transfer ownership. However, it does not include suppliers and service providers.

What are the steps of strategic design of distribution channels? 10.

Analysis of factors affecting channel selection, evaluation and selection of distribution schemes, management and control of distribution channels.

Brief introduction of distribution channel design

Distribution channel design refers to the marketing activities of establishing distribution channels that have never existed before or changing existing channels.

Design of distribution channels

1, determine the channel mode. The design of enterprise distribution channel is to decide what kind of distribution channel to use, whether to send salesmen to sell or sell themselves in other ways, or to distribute through middlemen. If you decide to distribute through middlemen, you should further decide what type and scale of middlemen to choose. 2. Determining the number of middlemen determines the width of the channel. This mainly depends on the characteristics of the product itself, the size of the market capacity and the width of the demand. There are usually three forms to choose from. (1) densely distributed. Use as many middlemen as possible to distribute and broaden channels as much as possible. Convenience items in consumer goods (cigarettes, matches, soap, etc.). ), standard parts in industrial supplies, general small accessories, etc. Are suitable for this form of distribution, to provide the greatest convenience for purchase. (2) exclusive distribution. In a certain area, only one middleman is selected for distribution or agency, and exclusive operation is implemented. Exclusive distribution is the most extreme form and the narrowest distribution channel, which is usually only applicable to some durable consumer goods or brand-name goods with strong technology. The advantage of exclusive distribution to manufacturers is to control middlemen, improve their management level, strengthen product image and increase profits. However, there are certain risks in this form. If the middleman is not well managed or has an accident, the producer will suffer losses. When exclusive distribution is adopted, it is usually agreed by both the producer and the seller. The seller shall not operate other competitive commodities at the same time, and the producer shall not look for other middlemen in the same area. This exclusive operation hinders competition, so it is prohibited by law in some countries. (3) selective distribution. This is a form of distribution between the above two forms, that is, several middlemen are conditionally selected to operate. This form is suitable for all kinds of products, and it is wider than exclusive distribution, which is conducive to expanding sales, opening up markets and launching competition; Compared with intensive distribution, it is more economical, easier to control and does not need to distract too much energy. Conditional choice of middlemen. It also helps to strengthen mutual understanding and contact, so that the selected middlemen are willing to work hard to improve their promotion level. Therefore, this form of distribution works well. (4) Composite distribution. Producers sell the same products to different markets and the same market through various channels. This distribution strategy is conducive to mobilizing the enthusiasm of all parties. 3. Rights and responsibilities of designated channel members. After determining the length and width of the channel, the enterprise should also stipulate the rights and responsibilities with the middlemen, such as giving different price discounts to different regions, different types of middlemen and different purchases, providing quality assurance and price reduction assurance, so as to encourage middlemen to actively purchase goods. It is also necessary to agree on the terms of delivery and settlement, as well as the services provided by the other party, such as manufacturers providing spare parts, training technicians, assisting in sales promotion, etc. The seller provides market information and various business statistics. When signing a contract with a middleman, the manufacturer shall include the above contents.

Design steps of enterprise distribution channels

1. Determine the channel objectives

2。 Design alternatives for major channels.

3。 Evaluation and selection of distribution scheme

Evaluation ingot standard 1. Economic criteria (most important)

2。 Controllability standard

3。 Adaptability standard

What factors should be considered first when designing distribution channels?

Product positioning, price positioning, consumer groups, age groups, cultural background, consumer places, consumption patterns, channel types, channel benefits, channel acceptance methods, settlement methods, and customer experience.