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marketing channels and value networks introduction ¸¶ÄÉÆà ä³ÎÀ̶õ
marketing channels are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.
marketing channel distribution channel trade channel ¸¶ÄÉÆà ä³Î introduction facilitator agent merchant introduction Áß°£»ó intermediariesÀÇ Á¾·ù
merchants(¸ÓõƮ): wholesalers, retailers µî(Á÷Á¢ ¹°°ÇÀ» ±¸¸ÅÇØ ¼ ÀçÆǸÅÇÔ)
agent(¿¡ÀÌÀüÆ®): brokers, manufacturers¡¯ representatives, sales agents µî(°í°´ ¹ß±¼ÇÏ°í Çù»óµµ ÇÏÁö¸¸ Á¦Ç°¿¡ ´ëÇÑ ¼ÒÀ¯±ÇÀº °®°í ÀÖÁö ¾ÊÀ½)
facilitator: â°íȸ»ç, ¿î¼Ûȸ»ç, ±¤°í´ëÇà»ç µî(°í°´¹ß±¼ ¹× Çù»óµµ ¾È ÇÏ°í ¼ÒÀ¯±Çµµ ¾øÀ½)
facilitator agent merchant ¸¶ÄÉÆà ä³Î ½Ã½ºÅÛ marketing channel systems
the particular set of marketing channels a firm employs, and decisions about it are among the most critical ones management faces
the importance of channels ¸¶ÄÉÆà ä³Î ä³Î ¸â¹öµéÀÇ ¸¶ÁøÀ² ÇÕ: ÃÖÁ¾ ÆǸŰ¡ÀÇ 30~50% ±¤°í´Â ÃÖÁ¾ ÆǸŰ¡ÀÇ 5~7%¿¡ ºÒ°ú
¸¶ÄÉÆà ä³ÎÀº ¾öû³ ±âȸºñ¿ëÀ» Æ÷ÇÔÇÏ°í ÀÖÀ½. °¡¸¸È÷ ÀÖÀ¸¸é ¾ÈµÊ
²÷ÀÓ ¾øÀÌ ÀáÀç°í°´À» profitable customer·Î convertÇؾß.
marketing channels must not just serve markets, they must also make markets.
the importance of channels Ǫ½Ã Àü·«°ú Ç® Àü·« the importance of channels push strategy pull strategy °í°´À» µ¶·Á ±¤°í, ¼¼ÀÏÁîÇÁ·Î¸ð¼Ç ºê·£µå ·Î¿Æ¼ ³ôÀ» ¶§ high involvement ¼ÒºñÀÚµéÀÌ ºê·£µåº°·Î Á¦ Ç°ÀÇ Â÷º°Á¡À» ÀνÄÇÔ »óÁ¡ °¡±â Àü¿¡ ºê·£µå¸¦ ¼± Åà ÀÎÅ͹̵ð¾î¸®¸¦ µ¶·Á ¿µ¾÷·Â, Æ®·¹À̵å ÇÁ·Î¸ð¼Ç ¸Ó´Ï ºê·£µå ·Î¿Æ¼ ³·À» ¶§ impulse item Á¦Ç°ÀÇ ÇýÅÃÀÌ ½±°Ô ÀÎÁöµÊ ºê·£µå¼±ÅÃÀÌ »óÁ¡¿¡¼ the importance of channels Ǫ½Ã Àü·«°ú Ç® Àü·«
a push strategy is more effective when accompanied by a well-designed and well-executed pull strategy that activates consumer demand.
Ǫ½Ã¿Í Ç® Àü·«Àº ÇÔ²² °¡¾ß ÈξÀ È¿°úÀû(ÄÚÄ«Äݶó, ³ªÀÌÅ°, ÀÎÅÚ µîµµ µÑ ´Ù È°¿ë)
hybrid channels and multichannel marketing
hybrid channels or multichannel marketing occurs when a single firm uses two or more marketing channels to reach customer segments.
retailer internet sales forces outbound telemarketing direct mail ä³Î ÅëÇÕ hybrid channels and multichannel marketing °í°´µéÀÌ ±â´ëÇÏ´Â channel integrationÀÇ ¹æÇ⠿¶óÀÎ ÁÖ¹®, Æí¸®ÇÑ ¸®Å×ÀÏ Àå¼Ò¿¡¼ ÇȾ÷
¿Â¶óÀÎ ÁÖ¹®ÇÑ Á¦Ç°À» °¡±î¿î ¸®Å×ÀÏ·¯ »óÁ¡¿¡¼ ¹ÝÇ°
¿Â¶óÀÎ¿Í ¿ÀÇÁ¶óÀÎ ¸ðµÎ¿¡ Àû¿ëµÇ´Â ÇÒÀÎ ¹× ÇÁ·Î¸ð¼Ç ÇýÅÃ
°¡Ä¡ ³×Æ®¿öÅ© value networks demand chain planning value network value networks °¡Ä¡ ³×Æ®¿öÅ©
demand chain planning: supply chainÀ» ¼³°èÇÒ ¶§ target market
À» ½ÃÀÛÁ¡À¸·Î Çؼ ¿ªÀ¸·Î »ý°¢ÇÏ´Â Àü·«
value networks: ÇÑ ±â¾÷ÀÌ ±× ȸ»çÀÇ Á¦°ø¹°À» sourceÇÏ°í augment ÇÏ°í deliverÇϱâ À§ÇØ createÇÏ´Â partnership°ú alliancesÀÇ Ã¼°è (system).
demand chain planning value network °¡Ä¡ ³×Æ®¿öÅ© value networks
vn: ±¤°í´ëÇà»ç, Á¤ºÎÀÎÇã°¡´ëÇà»ç, ¿ÜÁÖ¿¬±¸±â°ü µî ¸ðµç ÆÄÆ®³Ê½±°ú Á¦ ÈÞ°¡ Æ÷Ç﵃ ¼ö ÀÖÀ½
vnÀº ¸¶ÄÉÆà ä³Î º¸´Ù ´õ ¸¹Àº °ÍÀ» Æ÷ÇÔ the role of marketing channels introduction channel functions and flows
a manufacturer selling a physical product and services might require three channels: (ÀÌÇÏ »ý·«)
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