Chng 7:

CHIN LC PHN PHI

 Knh phn phi l g? Th no l knh phn phi ngang v knh phn phi dc? C nhng mu thun no trong knh? C nhng nh bn l v bn s no m bn bit.

Khi nim
Phn phi l tin trnh chuyn a sn phm t nh sn xut n ngi tiu dng cui cng, th hin qua nhiu phng thc v hot ng khc nhau Vai tr phn phi l a sn phm n th trng mc tiu qua cc h thng knh phn phi

Knh phn phi

Knh phn phi l tp hp cc t chc v c nhn lm nhim v chuyn a sn phm t nh sn xut n ngi tiu dng cui cng, kt hp tt c cc thnh vin tham gia bao gm; nh sn xut, nh bun s, nh bn l, i l v ngi tiu dng

Chc nng h thng phn phi

Chia s ri ro Thng tin

Ti chnh

C ng

Phn phi vt l

Tip xc

Thng lng

Cn i

Nhng knh phn phi c bn

Nh sn xut

Bn l

Bn bun

Bn l

Ngi tiu dng

i l

Bn bun

Bn l

Cc h thng marketing
H THNG MARKETING DC H THNG MARKETING TRUYN THNG
NSX

NSX

BB BL KH

KH

BB

BL

H thng Marketing dc
H thng marketing dc

Marketing dc ca cty

Marketing dc theo hp ng

Marketing dc c qun l

Bo tr ca BB i vi BL

Hp tc BL

Quyn u i thng mi

BL c quyn u i di bo tr ca NSX

BB c quyn u i di bo tr ca NSX

BL c quyn u i di bo tr ca cty dch v

Cc h thng marketing
H thng marketing ngang
Banks in Grocery Stores H thng marketing nhiu knh
Retailers, Catalogs, and Sales Force

LA CHN KNH PHN PHI

La chn knh phn phi l qu trnh phn tch nh gi cc nhn t nh hng la chn knh phn phi v trung gian thch hp tiu th sn phm. Cc cn c la chn
Cn c vo mc tiu cn t
Chim lnh th trng, xy dng hnh nh sn phm Kim sot, gim chi ph, tng li nhun

Cn c vo c im ca th trng
Loi th trng, s lng khch hng tim nng Mc tp trung v mt a l, qui m n hng

LA CHN KNH PHN PHI

Cn c vo sn phm
c im sn phm, cc giai on ca chu k sng sn phm

Cn c vo c im ca trung gian
Nng lc ca cc nh trung gian, chnh sch kinh doanh

Cn c vo nng lc ca cng ty
Nng lc, kinh nghim qun l Kh nng ti chnh, danh ting,uy tn ca doanh nghip

Cn c vo i th cnh tranh

Cc kiu phn phi

Phn phi rng ri (Extensive distribution) Phn phi chn lc (Selective distribution) Phn phi c quyn (Exclusive distribution)

QUN TR KNH PHN PHI

Tuyn chn cc thnh vin ca knh

Khuyn khch cc thnh vin hot ng

nh gi cc thnh vin

Phn hi

Cc vn lu thng hng ha
Vn chuyn

X l n t hng

Chc nng

D tr hng ha

Kho bi

Cc trung gian trong knh phn phi

Nh bn l
Nh bn bun i l v ngi mi gii

 Bn l bao gm nhiu hot ng kinh doanh lin quan n bn sn phm cho ngi tiu dng cui cng l c nhn, h gia nh. Giai on cui trong knh phn phi Cc hnh thc bn l Ca hng bn l Bn l khng qua ca hng

Nh bn l

Ca hng bn l
Ca hng chuyn doanh Ca hng bch ha tng hp Siu th Ca hng h gi Ca hng bn gi thp Phng trng by catolog

Bn l khng qua ca hng

Bn trc tip Marketing trc tip Bn hng t ng Dch v mua hng

Xy dng h thng ca hng bn l

La chn v tr - S lng ngi i qua ca hng - i th cnh tranh - Ni xe Thit k ca hng

Thit k ca hng

To s hp dn ca ca hng
Truyn t nhanh cho KH v li ch v gi c ca SP. Tc ng n tnh cm- ng lc v tm l ca KH To nn s mong mun, khao kht c c SP khch hng Phn nh chnh sch bn hng v sn phm ca ca hng ( hnh nh, ng cp v c tnh)

To s hp dn ca hng ha
Phn loi hng ha Phn khu Thit k ca hng Lu thng theo cc khi Kiu t do Kiu Boutique

Nh bn bun v i l
Nh bn bun l nhng ngi mua sn phm t nhng nh sn xut hoc cung cp sn phm bn li cho cc nh s dng cng nghip, nh bn l v nhng nh bun khc. i l v ngi mi gii thc hin mt s chc nng nht nh nhng khng c quyn s hu v sn phm. H hng hoa hng hoc th lao .

Tho lun
Xy dng h thng phn phi cho mt trong 2 sn phm trong th trng TPHCM:
Du gi u hng vo th trng bnh dn.

TD hng vo th trng cao cp.