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分销.
分销(英语:Distribution),是制造业供应链的第三部分,亦即供应链的最后一部分。
概述
分销,其字义就是于制造商或供应商与客户之间建立一个销售渠道。作为供应链的最后一个主要部分,就是将最终产品由制造商或供应商交付给客户的一个步骤。因此,很多不同的销售、供应方式都可以视之为分销。无论是小规模的零售,抑或是大量的批发,都可以视之为分销。[1]
类别
分销可以分为两种:零售和批发。
- 零售,即将产品售予消费者。通常而言,零售相对于批发来说,规模、数量和涉及的金额都比较小。而零售亦可分为两大类:“店面”与“无店面”。
- 店面,即通过零售商的商铺等出售最终产品售予客户。以往来说,零售商多为小型家庭商店,但近年已被大型连锁商铺取代。
- 无店面,又称直销,就是不通过商铺,将产品直接售予客户。直销又可分为单层次直销和多层次直销。直销虽然没有中间渠道以及销售场的负担,但却增加了双方的信息搜索成本。
- 批发,即制造或供应商将产品大量售予零售商。批发相对于零售来说,规模、数量和涉及的金额都比较大。
- 量贩,相对于零售及批发属于较为折衷的方式,拥有大型卖场,也通常拥有仓储,且紧邻都市圈外的主要交通干道,兼具上述零售以及批发的性质。
整个分销步骤中,可以再细分成几个步骤。有时侯可能有更复杂的步骤,例如供应商将产品售予另一个供应商,而客户再将最终产品转售予另一位客户等。
渠道
设计渠道
一间公司可以设计无数的销售渠道。而渠道的数量通常取决于分销商与消费者之间的中介者的数量。例如,零级销售渠道表示分销商与消费者之间没有中介者。而一级销售渠道表示分销商与消费者之间有一个中介者,如此类推。
混合渠道
于实践时,很多公司都会使用混合的销售渠道。详细来说,他们会以直销员说服部分客户,以配合其主要店面销售网。再者,他们亦会以网上销售或电子贸易的方式分销,全因现代网络及智能手机发达的缘故。
参考
- ^ Kotler, Keller and Burton, 2009. Marketing Management, Pearson Education Australia: Frenchs Forest
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