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Chapter 2_Channel Strategy
Channel strategy includes distribution channel strategy, the process of formulating channel strategy, channel strategy and marketing strategy, etc.
Edited at 2023-11-23 15:35:48- bacteria
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Chapter 2_Channel Strategy
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
- Reproductive development of animals
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
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- Outline
Chapter 2: Channel Strategy
distribution channel strategy
meaning
A set of guidelines developed to achieve the strategic objectives of a distribution channel
main target
Maximize the synergy between channel and product strategies, price strategies and promotion strategies to create competitive advantages in the channel value chain and lay the foundation for enterprises to establish lasting advantages.
importance
1⃣️ Provide coordination with other parts of the marketing qualification strategy to achieve greater market benefits
2⃣️ Take the effective combination of product and market as the test standard, otherwise it will have the opposite effect
3⃣️Has greater potential for enterprises to establish competitive advantages
4⃣️ Enable enterprises to allocate resources on a larger scale
5⃣️Is an important manifestation of the company’s strategy of attaching importance to distribution channels (the strategic relationship between Procter & Gamble and Wal-Mart)
The process of developing a channel strategy
4 basic contents
Channel length
Zero layer channel
first level channel
Second level channel
three-tier channel
Channel width
Dense
exclusive
choose
Integration
Channel breadth
A sort of
Various
channel system
Manufacturers face 4 major distribution activity choices
Design distribution channels
Choose distribution channel
Manage channel members
Evaluate and change channel members
process
1 Develop overall corporate strategy
2 Develop a marketing strategy
3 Perform SWOT analysis
4. Set distribution channel goals
5. Develop specific channel strategies
6Analyze the economics of channel decision-making
7Analyze feasibility and adaptability
Channel strategy and marketing strategy
1 Channel strategy is subordinate to the overall marketing strategy
Channel strategy and customer demand analysis
1 Analysis channel design should focus on consumer needs
2Details of service requirements
1⃣️Provide space convenience for customers to purchase
2⃣️Reduce customer waiting and delivery incidents
3⃣️Make up for the information asymmetry between producers and consumers
4⃣️Product varieties that meet customer needs
5⃣️Meet customers’ recurring and sporadic consumption needs
6⃣️Provide customers with various after-sales services
Channel strategy and products
Different products, different customer needs, and different sales channels.
Adapt to different channel characteristics
Seafood-short channel
Daily necessities-long channel
Large machinery and equipment-short channels
Different product life cycles adapt to different channel strategies
Introduction period
Direct sales or distribution
growth period
Capture share, multi-channel combination strategy
mature stage
Reduce indirect channels
Recession
Reduce costs through own channels
Channel strategy and promotion
Promotional strategy is an important aspect of implementation
Promotional strategies need to be coordinated with channel strategies
"Push-Pull Strategy"
Optional channel strategies
single
double
unconventional
Establish and maintain a relatively wide network of channel members