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销售渠道的长度销售渠道越短,生产厂商所承担的销售任务就越重。销售渠道越长,其他销售者——批发商、代理商和零售商所承担的销售任务也就越多。生产厂商在决定应通过那些环节把产品供应给最终的用户手中时,要受到以下因素的影响: 一、产品的性质; 二、市场的规模和位置; 三、有否合适的中间商; 四、生产厂商本身自愿承担的销售任务的大小及其能力。产品的性质商品本身可能会对应选择哪种销售渠道起决定作用。定制的产品就是通过最短的渠道——直接渠道销售出去。原料、主要设备装置和贵重消费品也往往要通过最短的渠道
The length of the sales channel The shorter the sales channel, the heavier the sales task that the manufacturer undertakes. The longer the sales channels, the more sales tasks that other sellers - wholesalers, agents and retailers undertake. When a manufacturer decides that the product should be supplied to the final user through those links, it must be affected by the following factors: 1. The nature of the product; 2. The size and location of the market; 3. Whether there is a suitable intermediary; The size and capabilities of the sales tasks that the manufacturer itself voluntarily undertakes. The nature of the product The product itself may determine which sales channel to choose. Customized products are sold through the shortest channels, direct channels. Raw materials, major equipment and valuable consumer goods also tend to go through the shortest channels