物流概述（二）：营销渠道

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“物流概述（二）：营销渠道”

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" Logistics Overview (II) : Marketing channels"

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营销渠道是指“从生产地向消耗地移动商品和转移商品一切权所需的一系列机构。包括一切机构和营销进程中的一切营销活动”。营销渠道中的首要传统机构包括制造商、批发商和零售商。这些渠道放置包括：一切权渠道、谈判渠道、财政渠道、促销渠道和物流渠道。下面我们对在这五种渠道中制造商、零售商、批发商若何相互先容停止先容。

Marketing channels are "the set of institutions needed to move goods and transfer ownership of goods from where they are produced to where they are consumed." It includes all marketing activities in all agencies and in the marketing process." The main traditional institutions in the marketing channel include manufacturers, wholesalers and retailers. These channel arrangements include: ownership channel, negotiation channel, financial channel, promotion channel and logistics channel. Below we introduce how manufacturers, retailers and wholesalers introduce each other in these five channels.

一切权渠道触及商品一切权的变化，商品自己可以现实不在现场或甚至不存在。假如商品销路很是好，那末能够在商品生产出来之前就要付款采办，比如拜托建造的艺术品；有的产物需要获得充足的财富许诺后才会起头制造，比如新型商用飞机。

Ownership channels involve changes in the ownership of goods, and the goods themselves can be physically absent from the site or even non-existent. If the goods sell very well, then you may have to pay for them before they are produced, such as commissioned art; Some products, such as new commercial aircraft, require sufficient property commitments before they can be built.

谈判渠道是构成买卖协议的渠道。它包括面临面买卖，或经过电话、电子邮件、电子数据交换或几近一切其他相同形式停止买卖。在很多情况下，没有现实谈判，买卖价格就已经定好；还有拍卖、以及高结构化的有构造的农产物市场的买卖。谈判还会触及若何处置其他渠道的活动，比如交货地址和付款时候甚至包装设想。

The negotiation channel is the channel to form the purchase and sale agreement. It includes face-to-face transactions, or transactions by phone, email, electronic data exchange, or almost every other form of communication. In many cases, the price is already set without actual negotiation; There are also auctions and highly structured organized agricultural market transactions. Negotiations will also cover how to handle activities in other channels, such as delivery locations and payment times and even packaging design.

财政渠道处置货款的付款事物更重要的是，它负责处置企业信贷。渠道中的各个介入方财政气力分歧，凡是是一个介入方必须帮助其他介入方以保持全部渠道活力。例如一家新开张的零售商铺能够需要寄售一些商品，它只需要向批发商付出货款，其他财政风险都由批发商承当。信贷对于渠道中的各方都很是重要，渠道中各方经常要接管或供给信贷，信贷已经成为谈判中不成缺氨赡部分。

The finance channel handles the payment of goods and more importantly, it handles corporate credit. The financial strength of each participant in the channel is different, and usually one participant must help other participants to maintain the vitality of the whole channel. For example, a newly opened retail store may need to sell some goods on consignment, it only needs to pay the wholesaler, and the rest of the financial risk is borne by the wholesaler. Credit is very important to all parties in the channel, and the parties in the channel often accept or offer credit, and credit has become an indispensable part of the negotiations.

促销渠道关注新产物和现有产物的促销。它可以和财政渠道相关联，由于货币补助凡是是促销的一部分；别的还和物流渠道有多方面的联系，比如赠券、通告牌等广告材料必须和促销产物一路赠予，以及包装能够有特别的标签、物流职员处置定单流程反应促销活动能否有用。

Promotional channels focus on the promotion of new and existing products. It can be linked to financial channels, as monetary subsidies are usually part of the promotion; In addition, there are many links with logistics channels, such as coupon, bulletin board and other advertising materials must be presented together with promotional products, and packaging may have special labels, logistics personnel to deal with the order process to reflect the effectiveness of promotional activities.

物流渠道对全部渠道进程最明显的进献是分类组合功用，分类组合功用有归类（分歧产物分类成同类）、集合（分歧来历的类似库存调集）、调配（同类产物分化成较小的批量）、配货（为了转售将各类产物集合在一路）四个步调。这些步调发生在制造商和消耗者之间，意味着它们由批发商、零售商或专业机构来完成。

Promotional channels focus on the promotion of new and existing products. It can be linked to financial channels, as monetary subsidies are usually part of the promotion; In addition, there are many links with logistics channels, such as coupon, bulletin board and other advertising materials must be presented together with promotional products, and packaging may have special labels, logistics personnel to deal with the order process to reflect the effectiveness of promotional activities.

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文案|罗姗

排版|罗姗

考核|yue

参考材料：有道翻译，物流学

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