1、Copyright 2003 Prentice-Hall,Inc.17-1本章目标本章目标Copyright 2003 Prentice-Hall,Inc.17-2什么是价值网络和营销渠道系统什么是价值网络和营销渠道系统Copyright 2003 Prentice-Hall,Inc.17-3什么是价值网络和营销渠道系统什么是价值网络和营销渠道系统Copyright 2003 Prentice-Hall,Inc.17-4什么是价值网络和营销渠道系统什么是价值网络和营销渠道系统Copyright 2003 Prentice-Hall,Inc.17-5第二节第二节 营销渠道执行了什么工作营销渠道执
2、行了什么工作Copyright 2003 Prentice-Hall,Inc.17-6图图8.1:分销商分销商的经济效果的经济效果Copyright 2003 Prentice-Hall,Inc.17-7营销渠道执行什么工作营销渠道执行什么工作Copyright 2003 Prentice-Hall,Inc.17-8营销渠道执行什么工作营销渠道执行什么工作Copyright 2003 Prentice-Hall,Inc.17-9营销渠道执行什么工作营销渠道执行什么工作Copyright 2003 Prentice-Hall,Inc.17-10图图8.2:消费者和产业市场营销渠道消费者和产业市场
3、营销渠道Copyright 2003 Prentice-Hall,Inc.17-11营销渠道执行什么工作营销渠道执行什么工作Copyright 2003 Prentice-Hall,Inc.17-12营销渠道执行什么工作营销渠道执行什么工作Copyright 2003 Prentice-Hall,Inc.17-13第三节第三节 渠道设计决策渠道设计决策Copyright 2003 Prentice-Hall,Inc.17-14Copyright 2003 Prentice-Hall,Inc.17-15Copyright 2003 Prentice-Hall,Inc.17-16Copyright
4、 2003 Prentice-Hall,Inc.17-17Copyright 2003 Prentice-Hall,Inc.17-18Copyright 2003 Prentice-Hall,Inc.17-19Copyright 2003 Prentice-Hall,Inc.17-20Copyright 2003 Prentice-Hall,Inc.17-21Copyright 2003 Prentice-Hall,Inc.17-22Copyright 2003 Prentice-Hall,Inc.17-23图图8.3:不同渠道的成本与附加值不同渠道的成本与附加值Copyright 2003
5、Prentice-Hall,Inc.17-24Copyright 2003 Prentice-Hall,Inc.17-25第四节第四节 渠道管理决策渠道管理决策Copyright 2003 Prentice-Hall,Inc.17-26Copyright 2003 Prentice-Hall,Inc.17-27Copyright 2003 Prentice-Hall,Inc.17-28图图17.6:渠道价值增值与市场增长率渠道价值增值与市场增长率渠道价值增值高低低高市场增长率Copyright 2003 Prentice-Hall,Inc.17-29第五节第五节 渠道动态渠道动态Copyrig
6、ht 2003 Prentice-Hall,Inc.17-30第五节第五节 渠道动态渠道动态Copyright 2003 Prentice-Hall,Inc.17-31Copyright 2003 Prentice-Hall,Inc.17-32Copyright 2003 Prentice-Hall,Inc.17-33Copyright 2003 Prentice-Hall,Inc.17-34图图8.5:混合方格混合方格Copyright 2003 Prentice-Hall,Inc.17-35Copyright 2003 Prentice-Hall,Inc.17-36Copyright 2003 Prentice-Hall,Inc.17-37Copyright 2003 Prentice-Hall,Inc.17-38
