What is "developing business channels"?

Business Channel (Marketing Channel) Table of Contents Hide - 1 What is a business channel - 2 Characteristics of the business channel - 3 Importance of business channel management - 4 Development trend of the business channel - 5 Business channel strategy - 6 Business channel links - 7 Design of the business channel o 7.1 I. Steps in designing a business channel system o 7.2 II. Comparison and Evaluation of Channel Decision Making - 8 Channel Membership o 8.1 i. Definition of Channel Membership Functions o 8.2 ii. Selection and Motivation of Channel Members - 9 Channel Conflicts and Control o 9.1 i. Advantages and Disadvantages of Channel Conflicts o 9.2 ii. Basic Types of Channel Conflicts o 9.3 iii. Tampering Problems o 9.4 iv. Establishment of Effective Channel Conflict Resolution Mechanisms - 10 The Utility of Business Channels - 11 Factors that Influence Factors Affecting the Selection of Network Business Channels - 12 Basic Elements of Business Channel Management - 13 Business Channel Case Study o 13.1 Case 1: China Mobile's Business Channel Case Study 1 o 13.2 Case 2: Hunan Unicom's Business Channel Case Study 2 - 14 References What are Business Channels Philip Kotler, an authority on marketing and business, said, "A business channel is a channel in which a good or service is delivered from a producer to a customer or a service provider. refers to all enterprises or individuals who acquire ownership of a good or service or help transfer its ownership when a good or service moves from producer to consumer." Simply put, a business channel is a specific channel or pathway for the process of transferring goods and services from producers to consumers. Characteristics of business channels Characteristics of business channels: 1. the starting point is the producer, the end point is the consumer (living consumption) and the user (production and consumption) 2. the participants are the various types of intermediaries in the process of commodity circulation 3. the premise is the transfer of ownership of goods. Importance of business channel management 1. Maintained through technological leadership and innovation. Enterprise competitiveness in the market has become increasingly difficult. 2. The resources created by the business channel system have a compensating effect on the development of manufacturers. Development trend of business channels (a) Channel operation: centering on the construction of terminal markets (b) Channel support: shifting from mechanization to omni-directionality (c) Channel pattern: shifting from homogenization to diversification (d) Flattening of the channel structure Business channel strategy (a), direct channel or indirect channel business strategy (b), long channel or short channel business strategy (c), wide channel or narrow channel business strategy (d) (d) Single business channel and multi-business channel strategies (e) Traditional business channel and vertical business channel strategies (vertical business system) Business channel segments i. Wholesalers ii. Retailers (store-less retailing, store-based retailing) iii. Agents Business channel design i. Steps in designing a business channel system Stern and other scholars summarized the "user-oriented channel system" design model. Channel system" design model. Channel strategy design process is divided into the following five stages, *** fourteen steps: (a) the current environmental analysis Step 1 review of the current state of the company's channels Step 2 the current channel system Step 3 to collect channel information Step 4 to analyze competitor channels (b) the development of short-term channel countermeasures Step 5 to assess the channel's near-term opportunities Step 6 to develop a plan of attack in the near future (c) the optimization of channel system design Step 7 to qualitative analysis of end-user demand Step 7 to develop a channel system to optimize the design of the channel system. Qualitative analysis of end-user needs Step 8 Quantitative analysis of end-user needs Step 9 Industry simulation analysis Step 10 Design of the "ideal" channel system (D) Constraints and gap analysis Step 11 Design of management constraints Step 12 Gap analysis (E) Channel strategy program decision-making Step 13 Development of strategic options Optimal channel system decision-making (2) business channel structure design The three main elements of the business channel structure are the number of levels in the channel, the density of each level and the types of intermediaries at each level. Channel level refers to the number of channel lengths needed to accomplish the business channel objectives of the enterprise. Channel density is the number of intermediaries at the same channel level. The type of intermediary refers to the various levels of the channel should be used in which kinds of intermediaries. Third, the channel decision-making comparison and evaluation (a) financial assessment method Financial method (Financial Approach) is Lambert (Lambeit) in the 1960s proposed a method. He pointed out that it is the financial factor that is the most important factor in deciding which channel structure to choose. This decision consists of comparing the cost of capital required to use different channel structures and deciding on the most profitable channel in terms of the resulting capital benefit.　(ii) Transaction Cost Assessment Transaction Cost Analysis (TCA, Transaction CostAnalysis), was first proposed by Williamson. The method focuses on the transaction costs required for a company to accomplish its business channel tasks. Essentially, transaction costs are associated with the costs of accomplishing tasks such as information gathering, negotiating, and monitoring performance. In the TCA approach, Williamson integrates traditional economic analysis with behavioral science concepts and the results generated by organizational behavior to consider the choice of channel structure.　(C) empirical assessment method 1, weighted factor scoring method put forward by Kotler's "weighted factor method" is a more accurate selection of the channel structure of the direct qualitative method. Basic steps: List the relevant factors affecting channel selection.　The importance of each decision factor is expressed as a percentage.　Each channel choice is scored on a scale of 1 to 100 according to each decision factor.　Multiply the weights (A) and factor scores (B) to arrive at a total weighted factor score (total score) for each channel choice.　Alternative channel structure of the total score sorting, the highest score of the channel selection program is the best choice. 2, direct qualitative judgment method