基于渠道细分的营销资源最优化分配方案

多渠道营销是通过两种或多种不同渠道同时向客户提供信息、产品、服务和支持的行为。多营销渠道的细分与构建要考虑三个方面的因素:一是营销渠道细分及布局的合理性;二是营销渠道管理的有效性;三是营销渠道效能评估的科学性。本文主要研究的是营销渠道管理的有效性,即营销资源如何正确、合理、有效地分配至每一个渠道,最大化每个渠道的效益,使公司获得最大利润。本文拟通过建立营销资源最优化分配模型,为企业管理人员在进行多渠道营销资源分配决策时提供科学依据。

Research on Optimal Allocation of Marketing Resources Based on Channel Segments

The multi-channel marketing is the behavior which provides customers with information,products,services and support simultaneously through two or more different channels.As far as the segment of the multi-marketing channels is concerned,it should take into account three factors:the rationality of the marketing channel segments and layout,the effectiveness of the marketing channel management and the scientific of the performance evaluation of marketing channels.The effectiveness of the marketing channel management,which means how marketing resources are assigned to each marketing channel correctly,reasonably and effectively and how it will maximize companies’profits,is researched.With the help of the establishment of the most optimal allocation model of marketing resources,a scientific basis for enterprise management in making decision of multi-channel marketing resource allocation is provided.