构建海外营销渠道的思路与策略分析

管理策略是企业经营的框架,营销策略则是企业经营的基础,而海外营销策略是一个最重要的着眼点,因此必须对所选定的当地市场要进行详尽的研究和有效的渗透。结合当前我国海外营销的现状,分析构建海外营销渠道的思路与策略。     

突破常规思维的逆向营销

营销战略的制定、产品设计、渠道策略、广告策略等方面如果采用逆向营销的方法，往往可以峰回路转，柳暗花明。     

基于逆向营销渠道的农产品流通模式构建及其效率比较研究--以天津市绿色蔬菜为例

本文从天津市绿色蔬菜流通模式入手,分析了其现在和存在的问题。在此基础上构建了基于逆向营销渠道绿色蔬菜营销渠道模式,对比分析了传统渠道和逆向渠道效率的差别,为天津市绿色蔬菜的发展提出了具体的意见和建议。     

论营销渠道的冲突和重建

随着市场竞争日趋激烈,传统营销渠道链中追求个体利益最大的成员之间难免存在着矛盾与冲突。厂商——消费者顺向渠道模式的内在缺陷是造成冲突不断的根本原因。文章通过对传统渠道引发的冲突进行分析,进而提出逆向重构渠道这一种新的模式。     

逆向营销大行其道

被称为“营销学之父”的名营销学家菲利浦，科特勒设计了一整套关于营销的理论和方法，成为企业开展营销活动的行动指南。应该承认，这些理论和方法为企业在竞争中取得优势创造了条件。然而，随着时代的发展和竞争态势的变化，营销理论与方法也应与时俱进，适当创新。按照传统思维模式，企业的营销应该是：由企业的最高管理层确定营销战略，中层经理接受指令后选     

海外渠道建设的基本思路

对于中国很多出口企业来说,渠道建设至关重要,一个好的渠道可以使产品快速地打开市场,并取得好的销量。那么该如何正确并且合理地建立自己的海外渠道呢？出口企业不妨借鉴一下日本企业渠道建设的方法,有效地建立起自己的海外渠道。     

企业海外营销策略的方法与思路

近年来,随着各国贸易往来的增加,进出口贸易已然成为了企业发展过程中的必然趋势。但是,不少企业却在海外营销方面面临很大的困难,导致企业发展不平衡,甚至出现破产的情况。文章主要讲述了企业海外营销策略的方法与思路。     

浅谈新时期中小企业营销渠道的创新

渠道营销是目前许多企业采用的主要营销模式。市场环境的不断变化使得传统的渠道模式已不能适应新形势的要求,企业需要根据自身的发展情况、市场和竞争形势的发展变化不断调整渠道模式。本文对中小企业营销渠道的创新进行了探讨。     

关于分销渠道逆向模式的探讨

分销渠道的逆向模式是一种谋求差异化竞争优势的渠道策略,是以系统化经销商筛选标准和过程化控制模式为基础,以协作、双赢、沟通为基点来加强对渠道的控制力,达到为消费者创造价值的目的。     

Communication in Marketing Channels

Abstract

In terms of the political economy framework, Mohr, Fisher, and Nevin (1996) have shed light on the issue of how the internal economic structure and processes respectively moderate the effects of channel communication. However, the question of whether and how the internal sociopolitical structure and processes respectively moderate the effects of channel communication has not been empirically investigated. To complement Mohr, Fisher, and Nevin's (1996) work and address the above research question, this study examines how power structure (symmetrical or asymmetrical) and relationalism (relational versus discrete) respectively affect the marginaleffects of communication on trust and perceived performance in channels of distribution. It was found that power symmetry enhances the positive effects of communication, while relationalism undermines them. Theoretical and managerial implications were drawn from these findings.     

Selection of International Marketing Channels

This paper discusses channel selection in international markets. After positioning the problem as one of selecting the most appropriate level of vertical integration, traditional explanations are presented. Following an overview of the transaction cost analysis framework, the implications of this framework for channel selection are discussed. This framework suggests contingent and often opposing effects on channel structure to those found in the literature. Application of the transaction cost analysis framework by managers is demonstrated by showing how to assess such costs, and thus avoid being taken advantage of by opportunistic intermediaries.     

市场营销渠道管理的途径分析

构建完善的市场营销渠道管理体系,是企业战略性发展的重要支撑。现代企业市场营销渠道中存在理念落后、渠道单一及缺乏协同的问题。新时期市场营销渠道管理途径的构建应着眼于创新理念、完善体系、提高水平三个方面,以深化企业的战略性发展,适应多元化的市场经济环境。     

营销渠道的选择及评价标准研究

市场营销渠道的选择是现代企业经营管理所面临的重要决策之一，是企业经营决策最关键的环节之一。企业在进行渠道决策时，首先面临的问题是选择怎样的渠道模式，一般来说，企业开拓市场的渠道模式大体上有两种——自营渠道模式和分销商渠道模式，企业究竟要选择哪一种渠道模式，要在权衡利弊的基础上，依据一定的原则和标准进行。     

营销渠道的运作与管理

<正>营销渠道是指商品或劳务由生产者向最终用户或消费者转移过程中所经过的中间组织或个人,构成营销渠道的实体是各类中间商,渠道中的每个成员都有着各自的利益追求,只有预先建立起运作规范,进行科学管理,才能平衡各方利益,使产品的销售渠道畅达。     

Environmental Impact on Marketing Channels Relationships

Abstract

The global market environment poses various challenges for its constituent channel members. In particular, the role-set of the wholesaler often differs across transitional, emerging, industrialized, and post-industrialized market settings. Regardless of the variants in market infrastructure and development, the wholesaler remains a critical role-set in global supply chains. The focus of this article is to explore the dynamic channel functions of wholesaling in the United States, a post-industrialized market setting. While wholesalers maintain a paramount position in the distribution of goods and the provision of value-added services in the U.S., the wholesaler has received a paucity of research attention. This paper provides a set of research propositions to facilitate empirical investigation of the wholesalers' impact on channel efficiency and effectiveness.     

我国开放式基金营销渠道研究

本文以开放式基金营销为背景,借鉴美国等共同基金产业发达的国家基金营销的方法,结合我国开放式基金的发展进入了营销竞争时代的现状,引进国外成熟市场的理念,形成以银行、券商、保险公司及其他基金经纪机构共存的销售方式,实现营销渠道的多元化。     

Interfirm Control of Plural Formed Marketing Channels

ABSTRACT

Borrowing multi-contract theory from the organizational economics literature (Hart 1983; Holmstrøm 1982; Lazear and Rosen 1981) I build a multilevel channel framework of network control. This framework incorporates both multi-contract theory and the traditional dyadic approach.

I also propose a dynamic perspective of the organizational control process that shifts from a dyadic pre-contractual model focused on the anticipated attributes of the bilateral relationship to a post-contractual phase focused on the interaction between dyads in a network of different contracts. It is difficult and costly to formulate an explicit contract that safeguards the principal's post-contractual interests (Ouchi 1979). Organizational learning and control based on comparative information can support such incomplete contracts.     

Sources of Power in International Marketing Channels

In response to certain important gaps in existing knowledge of distribution channels in international markets, this paper reports an empirical study on the sources of power in cross-cultural buyer-seller relationships. Specifically, the focus of attention is an examination of the nature of and interrelations among the sources of power held by overseas distributors in their relationships with export manufacturers. The findings suggest that an overseas distributor's use of reward is positively related to its informational, referent, legitimate and expert power sources, as is perceived by export manufacturers. It has also been found that there is a negative relationship between an importer's use of coercion and its informational base of power over the exporter. Moreover, specific reward and punishment elements are identified that play an important role in influencing the pattern of interactions in manufacturer-overseas distributor relationships. The implications of these findings for business practitioners and public policy makers are discussed and directions for future research on the topic considered.