成本领先视角下营销渠道构建研究

在市场经济条件下,营销渠道作为连接生产者和最终消费者之间的纽带,越来越多的企业开始关注低成本渠道建设,把它作为市场竞争优势的重要源泉。鉴于不同行业、产品、地理区域对营销渠道的建设要求各不相同,该文对营销渠道构建低成本问题的国内相关文献进行分析和比较,在对迈克尔.波特三大通用战略-成本领先战略深入把握的基础上,以成本法中的基本作业为切入点,详细阐述了营销渠道成本的基本构成,包括采购成本、信息成本、运输成本、存货成本以及促销、交易和售后服务成本等,进而对渠道成本控制采用经济学成本曲线进行了分析,得出成本控制基点。再次基础上,提出构建低成本有效营销渠道的对策,即提高渠道一体化程度、实现渠道扁平化、改善渠道关系、转移渠道流程功能、建立战略联盟和发展电子商务。

The Study on Marketing Channel Construction in the Perspective of Cost-leading Theory

Under the condition of market economy,as the connection between consumers and producers,Marketing channel link producers and final consumers,more and more companies become to focus on constructing low cost channel and use it as an important source of competitive market advantage.In view of the different industries,products,geographical area,constructing marketing channel does not requires of identity.This paper analysis and comparis to related domestic literature on marketing channels of low cost construction,and grasps Michael porter in three major general strategy-cost leadership strategy.With the basic operation cost method as the breakthrough point,has described the basic structure of marketing channel cost,including the purchase cost,cost,transportation cost,information cost inventory and sales promotion,trade and service cost,then cost control basis points is analysed by applying to the economics cost control cost curve,and then puts forward some affective suggestions to construct low-cost marketing channels,such as heightening integration level,flatting the channels,improving channel relations,transferring channel process function,establishing strategic alliances and developing e-commerce.