. CAU TRUC KENH PHAN PHO
CHIEN LUOC KENH PHAN PHO I•
Qua cac chuoog tntac, chung ta da tung buac lam quen vai n<)i dung v~ cac h~ th6ng kenh phan pho'i, nhung ngttcri tham gia trong kenh, moi trticrng· hot;tt d¢ng cua cac kenh phan pho'i. Trong chuoog nay, chung ta t~p trung gicii quy€t va'n d~ xay dt;ing chien lti<Jc kenh phan pho'i, giup cho ngttcri quan ttj kenh c6 di~u ki~n di~u hanh m<)t each co
hi~U qua cac ho".lt d<)ng Cl.ia tUng thanh Vien theo dµili htiong Va ml:lC tieu xac dµili.
Q:JNH NGHiA CHIEN LU(IC KE~ PHAN PHOI :
Theo Kotler : "Chie'n l11l;!c kenh phan phO'i la m9t t~p h<!p cac nguyen tile nhC! d6 d<rn vi kinh doanh hy v9ng dq.t d11l;!c cac m~c tieu Marketing cua n6 c1 thi trlllmg m~c tieu".
@vAI mo cuA CHIEN Ll.1(1c KENH PHAN PH01·:
I ,
Chi€n hf<Jc kenh phan ph6i la mot tha~ to' trong chi€n lti<Jc Marketing t6ng the ciia m<)t co~g ty. Vi chi€n luqc kenh phan ph6i t~p trung giai quy€t m<)t bi€n s6 trong 4Ps d6 la va'n d~ phan ph6i san phim. Trong khi d6 3Ps con lt;ti cua Marketing-mix lien quan d€n cac va'n d~ san phim, gia ca va xuc ti€n. Tuy thu<)c vao m1:1c tieu cua cemg ty ma chien lti<Jc kenh phan ph6i co vi tri .quan tr9ng ngang b~ng, it hoo, nhi~u he1n
£)~ d~t du'<;1C cac ffil;IC tieu phan ph6i, cac nha San XUat phai xac dµili 6 quyet dµili phan ph6i cCI ban sau day :
1. Phan phoi nen d6ng vai tro nao trong cac ffil,lC tieu va chie'n ht<;1c t6ng th~ cua c6ng ty.
2. Phan ph6i nen d6ng vai tro nao trong chien h.tc;1c Marketing - Mix.
3. Cac kenh phan phoi cua Cong ty du'c;1c thiet ke nhtt the nao ?
4. Nen tim kie'm lo~i thanh vien nao trong kenh d~ dap ung cac ffil;lC tieu phan phoi cua Cong ty. .
5. Quan ly va thie't ke kenh phan phoi nhtt the' nao d~ giup cong ty d~t ke't qua lien tl,lc.
6. Ho~ t d()ng cua cac thanh vien c6 th~ dttc;1c danh gia nhtt the nao ?
Sau va'n d~ nay la "h~ tu!n hoan va h~ thin kinh" cua phan ph6i, bCli vi ta't ca cac va'n d~ quan ly kenh d~u c6 lien quan den cac quyet dµili nay.
Cach tiep c~n d~ giai quyet cac quyet dµili phan ph6i la l~p chi€n ltt<Jc d~ d~ ra cac nguyen tAc, tren CCI sCJ cac nguyen tAc nay nha quan ttj d~ ra cac phu'Clng htt~ng va bi~n phap thich h<Jp.
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Hein nua, d~ quan ly t6t kenh phan ph6i c!n phai c6 chien lu'<Jc Cl;l
th~. Cac van d~ trinh bay tren c6 th~ du'CJC minh hQa trong hinh 4.1 :
CHl~N LV<;:IC K~NH MARKETING CUNG CAP NGUY~N TAC Hl.K1NG DAN
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Vol tro cuo phOn ph61 trong coc mvc Mu va
chlen 1u<;1c
tong th~
CHO TAT cA cAc QUY~T f)fNH Cd BAN TRONG PHAN PH61
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Vol tro cuo
phOn ph61 Thl6t k6 Quan
~ trong ~ cac k~nh l---i IV H
Marketing - Marketing k~nh
Mix
Hinh 4.1 : Tdng q11an vi chie'n lll(lc kenh trong q11an hf v{/i cdc q11ye't dinli pl1dn phol cd ban.
,, DOnh gla DOnh gla hoqt <1Qng cua CCC thanh vl~n k~nh
~M61 __ ~uAN H~ GrO'A CHIEN Lu'(1c PHAN PHOI vo1