(营销渠道第五章渠道差距分析.pptVIP

* 第五章 差距分析（gap analysis） 经济管理学院 杨海龙教授 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Using the analysis of service output demands, marketing channel planner has a good idea of the ideal channel structure to meet target segments’ needs. The obvious next step is to build the channel that both meets service output demands and does so at minimum cost of performing the necessary channel flows. We call such a channel the zero-based channel. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 1 渠道差距的原因和类型(source and type of channel gaps) 1.1差距的原因 Gaps in channel design can come about simply because management has not thought carefully about target end-user’s demands for service outputs or about managing the cost of running their channel. The advice in this situation is simple: channel managers must pay attention to both the demand and the supply side in designing their channel to avoid these gaps. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. But gaps can also arise because of bounds placed on the best-intentioned channel manager. That is the manager seeking to design a zero-based channel for the company’s product may face certain constrains on his or her actions that prevent the establishment of the best channel design. Before diagnosing the types of gaps, then, it is useful to discuss the bounds that create these gaps. We concentrate on two such sources: environmental bounds and managerial bounds. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. 环境约束environmental bounds 渠道运营所处的市场环境特征会限制零基渠道的建立。 Characteristics of the marketplace environment in which the channel operates can constrain the establishment of a zero-based channel. 环境约束有两种关键的因素：地方法律约束、地方物质和零售基础设施的完善程度。Two key instances of environmental