quản trị kênh phân phối nguyễn xuân quê

QUAN TR! KENH -PHAN PHOI • i TRUONG CAO EANG BC MARKETING KHOA MARKETING ? QUANTRJ RINN PHAN PHdl T¢p th~ tac gia : • PTS NGUYEN XUAN QUE • Th.S TRAN THI NGQC TRANG • PTS LE VAN TY :f A • PTS NGUYEN DONG PHONG ., ~ MO DAU DO'i hiQ'ng, nhi~m V\l Qudn tri kenh phdn pho'i tQp trung vaa van dt lam tht new ~t triin va tr! nhung m1fi quan h? giila ctic vien cua kenh saa cha ctic vien rieng le d6 d(ft dlfJ!c Ikenh xuyen suat qua tr!nh Marketing vai yeu cdu la cac sdn ph1fm ciing nhu ctic dich v1:1 phdi stfn sang dl phdn phOI tai tqn tay nguai tieu dung (ht) gia dlnh, nha may hay cac daanh nghi?p thlldng mqi) Qudn tri kenh phan phO'i mt)t each c6 hi?u qud la slj bda ddm thoa man nhu du cha nguai tieu dung cuol cung vt thili gian, dia dilm ciing nhli chuyln giaa sa hilu Qudn tri kenh phan phOI c6 hi?u qud tlldng dlldng vai qudn tri taan bq chat lttqng cua mt)t to? ch(/(: M1:lc tieu cua cuan sach chl each thuc ma qudn tri kenh phan phOt c6 the° Cung cap Va phl:LC Vl:l cha khdch hang, cd nhflng ngllifi tieu thl:l CUOt Cung cilng nhu ctic ta' chuc, va nhilng vien cua kenh Vt linh V!fe tai chanh c6 thl n6i rang cdc vien cua kenh phdn phOI (chdng hqn ctic nha may sdn xudt, nhilng nha buan, nlning nglliti btin le va dif.c bi?t la ccic dqi ly) c6 thl dtJt ditqc lqi {ch caa nhdt trang haq,t dt)ng cua minh thOng qua ctic yeu cdu thoa man nhu cdu cha nguai tieu dung va giaa hang cua hq moi muc dq khtic CUQ kenh phdn pha'i doi hoi ctic yeu cdu thf!c hi?n Va Sf! mang d: ~M 1.1.1 Phan ph6i : P.han ph6i la qua trinh kinh te va nhung di~u ki~n t6 chuc lien quan den vi~c di~u hanh va v~n chuy~n hang h6a tU ndi san xua't den ndi tieu dung Phan ph6i ba? g6m toan b(> qua trlnh hong -theo khong gian, thO'i gian 'nhlim du'a san pham tU ndi san xua't den tay ngttai tieu dung cu6i cung Phan ph6i Marketing g6m cac yeu to' ca'u sau : ngttoi cung ca'p, nguoi trung gian, h~ th.6ng kho tang, ben bai, phudng ti~n v~n tai, ctl'a hang, h~ th6ng thong tin thi trttC1ng 1.1.2 Chie'n hicjc phan ph6i : Chien lu't t~p hqp cac nguyen t~c nho d6 Cong ;f\t:y hy 1v9ng c6 th~ d Theo quan di~~ cua nha san xua't : l< Thu~t ngu kenh pl;lan ph6i d~ c~p den dong v~n chuy~n hang h6a tU nha san xua't den ngucri tieu dung Voi y nghia kenh ' phan ph6i dude d!flh nghia nhu' sau : kenh phdn phoi la tq.p h Theo quan di~m cua ngt.toi tieu dung : I Kenh phan ph6i l~ cac hlnh thuc di chuyin san pham qua cac trung gian khac • Voi quan di~m kenh phan phoi la m(>t linh Vlf.C lien quan den m(>t day quy~n SCf huu cac hang h6a chung chuy~n dich qua cac t6 chuc khac Kenh phan ph6i dugc djnh nghia nhu sau : "kenh phan ph6i la t~p hqp nhitng cd nhan ph~ thuqc llm h6 trq cho vi~c chuyin nhttqng quy~n sd hitu hang h6a hay djch VZJ, chuyfn n6 tit ngttai san xua't t(Ji ngttai tieu dung" o Voi quan di~m kenh phan ph6i la m