- Qui trinh thie't ke' kenh phan pho l:
f:i) DANH GIA cAc PmfdNG AN KENH cHi:r \TE u:
Gia sti' m(>t ngttoi san xua't da xay dtfng duqc m(>t s6 phucmg an kenh va mu6n xac djnh _,p.hmmg_a_1U_Qt_!!l.!a'J. Moi phucmg an cAn duqc danh gia v~ cac tieu chu~n kinh te', ki~m soat va thich nghi. Hay xem xet tinh hu6ng sau :
~ Memphis, m<)t nha san xua't d6 go mu6n ban chung loi;li san ph§m cua minh cho nhung ngttoi ban le CJ mi~n ba bi~n phia Tay. Nha san xua't do dang c6 g~ng d~ quye't djnh m¢t.hai phucmg an :
1. Phucmg an thu nha't doi hoi phai thue muon muoi di;li di~n ban hang moi d~ di~u hanh van phong tieu th'l:l CJ San Francisco. HQ se duqc htiCJng lucmg Cd ban CQng VOi ti~n hoa h6ng.
2. Phucmg an thu hai la sti' d'l:J.ng m(>t df:li ly tieu th'l:l cua ngttoi san xua't CJ San Francisco c6 nhung quan h~ tie'p xtic ch~t che voi nhung
ngttC1i ban le. D<;ti ly nay c6 30 d<;ti di~n ban hang va hQ se duc;tc hoa hf>ng tren Cd Sd muc tieu thl:l cua hQ.
Tieu chua'n kinh te :
M6i phuO'ng an kenh d~u t<;tO ra m¢t rnuc tieu thl:l va chi phi khac nhau. Cau hoi d5.u tien duc;tc d~t ra la h,tc lu<Jng ban hang cua c6ng ty hay d<;ti ly tieu thl:l se darn bao muc tieu thl:l nhi~u hO'n. Hau h€t nhung ngtidi quan ly kenh d~u cho r~ng h,tc lu<Jng ban hang cua cong ty se ban dti<JC nhi~u hO'n. Cac d<;ti di~n ban hang ctla cong ty t~p trung ho~m
toan vao nhung san ph&rn cua cong ty, hQ dti<Jc hua'n luy~n ky hdn v~ vi~c ban nhung san ph&rn cua c6ng ty, hQ niing d<?ng hdn, vi ttidng lai cua hQ phl:l thu<?c vao sv thanh c6ng cua c6rig ty, hQ thanh c6ng hdn bdi vi nhi~u khach thich quan h~ tn,tc tiep vai cong ty.
M~t khac d<;ti ly tieu thl:l cling c6 th~ ban duqc nhi~u hang hdn Ive luqng ban hang cua c6ng ty. Thu nha't la d<;ti ly tieu th1;1 c6 30 d<;ti di~n
ban hang chu kh6ng phai chi c6 rnuC1i. Thu h~i la Ive luqng ban hang cua d<;ti ly cling c6 th~ nang d¢ng nhu Ive lu<Jng ban hang cua cong ty.
Di~u nay con tuy thu¢c vao muc hoa h6ng cong ty danh cho hQ. Thu ba la s6 khach hang thich quan h~ vai nhung d<;ti ly lam vi~c cho m<?t s6 hang san xua't, chu khong phai nhung nhan vien ban hang cua m¢t cong ty. Thu tu la d<;ti ly c6 nhung quan h~ ti€p xuc ch~t che va hi~u
biet thi trtidng, trong khi lvc lti<Jng ban hang cua Cong ty phcii xay dvng nhung quan h~ do tu dau, mQt nhi~m Vl:l kh6 .khiirt, t6n kem Va doi hoi m¢t thC1i gian dai.
Buac tiep_Jhe_o la uac tinh chi phi cho_IJ.b\1.ng_lsh..9LL®.ng tieu thl:l khac nhau thong qua tung kenh. 86 thi chi phi duqc th~ hi~n trong H4.l. Chi phi c6 dinh d~ thue rn<)t d;.ti ly tieu th9 tha'p hcm chi phf d~ xay dvng m¢t chi nhanh tieu thl:l cua cong. Nhting chi phi thong qua d<;ti ly tieu thl:l tang len nhanh hcm, vi nhan vien ban hang cua d<;ti ly duqc htidng hoa h6ng nhi~u hdn nhan vien ban hang cua cong ty.
C6 m(>t rnuc tieu thl:l (Sa) ma t<;ti d6 chi phi ban hang cua ca hai kenh d~u b~ng nhau. D<;ti ly tieu thl:l la kenh duqc tiu tien hdn d6i vcri kh6i luqng tieu thl:l dtiai muc Sa Va chi nhanh cua cong ty se dude tiu tien hdn khi kh6i luqng tieu thl:l cao hdn ~uc Sa. Khong c6 gi l<;t khi
cac cong ty thu'ang sa d\lng cac d~i ly tieu thl;l CJ nhung dja ban nho ctia h<;>, nd:i ma muc tieu thl;l qua tha'p, khong du d~ nuoi ml)t h,tc lu'<Jng ban hang cua cong ty.
Chi phi
ban hang
CUSD)
E>QI IY bOn hang cua cong ty
LVc h../Qng ban hang cua cOng ty
$(8) M(Jc Mu thl,I (USD)
Hinh 4.1. Dd thi hoa von di ch()n giila
l{tC ltt{Jng bdn hang CUa Cong ty VQ d(li lj tieu th{I Cua nha san XU/ft.
Tieu chuan kiem soat :
Vi~c danh gia kenh cilng-phcii mo rl)ng ra ca de'n nhung va'n d~ ki~m soat. Khi sa dl,mg d~i ly_tieu thl;l se nay sinh va'n d~ ki~m soat.
D~i ly tieu thl;l la m<)t doanh ~ghi~p d<)c l~p luon fun each tang t6i da lgi nhu~n cua minh. Nhan vien cua d~i ly luon t~p trung vao nhung khach hang mua nhi~u nha\ nhu'ng khong nha't thie't la hang h6a cua nha san xua't do. Ngoai ra, nhan vien cua d~i ly c6 th~ khong ngm vung du'CJC nhung chi tiet ky thu~t V~ san ph~m cua Cong ty hay khong xa ly c6 hi~u qua v~t ph~m khuye'n mai cua minh.
Tieu chuan thlch nghl :
D~ xay d1;ingJ11¢Lkel}l}, cac thanh vi~_!l_c_ua kenh Rhcii c6 cam ke't vai nhau (J muc d9 nao d6, trong m9t theti ky_nh.~.t._s:tµili. Song nhung
cam ket do nha't dinh se dan den cho lam giam b~t kha nang nguai san xua't dap ung du'CJC m<?t th! tru'ong thu'ong xuyen bien d6i. Tren nhung th! tru'ong thay deli nbanb cb6ng, khong 6n dµili hay san ph~m khong
ch.le chiin, ngu'oi san xua't d.n tim nhung ca'u tnic kenh va chinb sacb
Jiam bao t.ODlaJ.<h~_soALY..LcO th~ thay d6i nhanh ch6ng chien lu'<Jc Marketing.
TOM TAT
Thi€t k€ kenh phan ph6i doi hoi phai dua ra duc;tc nhung quy~t
dµili lien quan de'n vi~c phat tri~n nhung kenh phan ph6i moi (:J nhung noi ma truck do no chua co, d~ cai ti€n cac kenh hi~n tl;li. Chinh vi v~y
ma vi~c thi€t k€ kenh phan ph6i doi hoi phai xac dµili ro (:J cac kenh phan ph6i moi do se stl d1,mg loi;li hlnh nguoi trung gian nao ? s6 luc;tng nguoi_trung gian la bao nhieu, di~u ki~n va trach nhi~m cua tUng thanh vien kenh ? Qui trlnh thi€t ke' kenh phan ph6i phan anh yeu cau giua thl.fc t€ va ly h.tdng voi n¢i dung la lam sao co du<Jc m¢t h~ th6ng kenh t6t nhat trong m6i hoan canh Cl,l th~ cua t6 chuc. Co th~ n6i r~ng mu6n . di:;lt dUCJC cac yeu du ly tuC:Jng la di~u kho c6 th~ xay ra, tuy v~y qui trlnh thi€t ke' kenh v~n phai dam bao phan tich dAy du cac muc d~ch
Vl,l khach hang mong mu6n tU d6 xay d\,fng cho dU<;fC CclC m\lC tieu Va nhung yeu cAu b~t bu¢c cua kenh; nhung phucmg an kenh phan ph6i chu y€u. Cu6i cung la dua ra ·cac tie~ chu~n d~ danh gia.
·CAU H61
1-· Qui t~nh thie't ke' kenh phan ph6i ?
2- V~n d1,mg qui trinh nay d€ ap d\lng vao ddn vj b~n dang lam vi~c ho~c mQt ddn . vj ma b~n bie't trong th\l'C te'.
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CHUONG 6
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