市场营销课程介绍-分销渠道
教学内容:分销渠道的概念、特征、功能、流程、类型结构。影响渠道设计的因素。
渠道设计的主要内容:选择中间商的类型、中间商的数目、制定选择合格中间商的甄选条件、确定渠道成员的责任。评估渠道方案的标准。渠道的合作、冲突与竞争。渠道成员的管理。渠道的调整。中间商的类型、发展趋势。分销渠道的设计与选择市场营销渠道的抉择和管理。
教学目的与要求:通过本章学习,使市场营销在职研究生正确理解有关营销渠道的一些概念,掌握市场营销渠道的设计和管理的一般方法。
CP.10 Distribution channel
Content: Concept, feature, function, procedure, types and structure of distribution channel; factors influencing channel design; main content of channel design: select types of middleman; number of middleman; make filtering standard for select qualified middleman; the duty of channel member; standard for evaluate channel, conflict, cooperation and competition of channel; management of channel members, types of middleman and their development tendency, decision to select marketing channel and management.
The purpose and demand: to make students understand related concept of marketing and grasp general method to design and management marketing channel through study.