網路行銷 楊子青 H-1 [H] Place 參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond Frost, E-Marketing, Prentice Hall, 2006. Chap 12: The Internet for Distribution.

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[H] Place

參考資料： Judy Strauss, Adel I. El-Ansary, and Raymond

Frost, E-Marketing, Prentice Hall, 2006. Chap 12: The Internet for Distribution.

網路行銷 楊子青 H-2

Environment, Strategy, and Performance (ESP Model)

P

Legal - Ethical Technology Competition Other factors

E-Business Strategy/

Model

Performance Metrics

SWOT

E-MarketingStrategy

Implementation Marketing Mix

Markets

Internet E

S

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Link E-Business with E-Marketing Strategy

E-marketing strategic planning occurs in two highly interrelated tiers:

Segmentation

Targeting

Value

Positioning

Differentiation

CommunicationDistribution

OfferE-Marketing Strategy

Tier 1 tasks

Tier 2 tasks

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Overview The Dell Story Distribution Channel Overview

Types of Intermediaries ( 中間商 ): Wholesalers, Retailers, Brokers, Agents

Distribution Channel Length: Disintermediation ( 去中間商化 ), New intermediaries

Functions of a Distribution Channel: Transactional, Logistical, Facilitating Functions

Distribution System

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1. The Dell Story Dell (http://www.dell.com/)

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The Dell Story Dell

The number one PC maker. Sells about $ 40 million a day online, representing

nearly half of its sales.

(1) Business Model: Direct-distribution model Eliminates wholesalers and retailers.

Complete control over inventory levels and distribution costs.

Direct monitor its customers’ needs.

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The Dell Story

(2) Mass customization Allow customers to build their own computer

systems for speedy delivery. Dell offers an extensive menu of product

components and lets the market decide their relative importance.

It analyzes what customers order and uses the information to guide new-product development.

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The Dell Story

(3) A tightly coordinated supply chain Suppliers work closely with Dell engineers to

keep R&D costs low and keep products flowing to customers as ordered.

(4) Outstanding customer service Huge customer database

supports its marketing communication and customer service efforts.

When a customer calls or e-mails, Dell responds quickly with an appropriate solution.

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2. Distribution Channel Overview

Group of interdependent firms that work together to transfer product and information from supplier to consumer + composed of: Manufacturers of the product or service. Intermediaries: the firms that match buyers and

sellers and mediate the transactions among them. Perform some of marketing functions more effectively

& efficiently than other channel participants. Consumers: consume or use the product or service.

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Distribution Channel Overview Four Elements of a Company’s Channel

Structure: Types of channel intermediaries. Length of the channel. Functions performed by members of the channel. Physical and informational systems that link the

channel members and provide for coordination and management of their collective effort to deliver the product or service.

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2.1 Types of Intermediaries

生產廠商 代理商 批發商 零售商 最終顧客

生產廠商 批發商 零售商 最終顧客

生產廠商 零售商 最終顧客

間接通路

生產廠商 最終顧客

直接通路自動販賣機、直銷、直效行銷 ( 郵購、 型錄、電話、電視購物、網路購物 )…

7-11 等便利商店

批發市場

進口商品

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Types of Intermediaries

(1) Wholesalers ( 批發商 ) Buy products from the manufacturer + resell

them to retailers. 交易金額與交易數量遠大於零售商，不像零售商需要注重店面佈置、氣氛及店址

(2) Retailers ( 零售商 ) Buy products from wholesalers + sell them to

consumers.

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Types of Intermediaries(3) Brokers ( 經紀商 )

Facilitate transactions between buyers and sellers without representing either party = market makers.

E.g.: 房屋仲介(4) Agents ( 代理商 )

Represent the buyer or seller + facilitate transactions between buyers and sellers but do not take title to the goods ( 無產品所有權 ).

Manufacturer’s agents: represent the seller. Purchasing agents: represent the buyer.

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2.2 Distribution Channel Length Number of intermediaries between supplier and

buyer. Direct distribution channel ( 直接通路 )

No intermediaries, The manufacturer deals directly with the consumer, E.g. Dell Computer sells directly to customers.

Indirect channel ( 間接通路 ) Incorporate one or more intermediaries, Suppliers, a manufacturer, wholesalers, retailers, end consumers, Intermediaries help to perform important functions.

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Distribution Channel Length Internet as a Distribution Channel

For digital products (e.g. software) Entire distribution channel may be Internet based:

the supplier can delivers it over the Internet to the buyer’s computer.

Non-digital products (e.g. flowers/ wine) May be purchased online but must be delivered via

truck. The exact location of that shipment can be tracked

using a Web-based interface (e.g. FedEx). Disintermediation vs. New intermediaries.

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(1) Disintermediation Eliminating traditional intermediaries.

Taken to its extreme, internet allows the supplier to transfer goods and services directly to the consumer.

Initially, Internet was predicted to eliminate intermediaries.

Because it can potentially reduce costs. The reasoning failed to recognize important facts:

Using intermediaries allows companies to focus on what they do best.

Traditional intermediaries have been replaced with Internet equivalents.

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(2) New Intermediaries

The Internet has added new intermediaries. E.g. Yahoo! Broadcast aggregates multimedia

content = Yahoo! and Yahoo! Broadcast audio bookstore, radio broadcaster, and TV broadcaster.

E.g. Shopping mall, search engine, 104 人力銀行… Other intermediary: shopping agents, buyer

cooperatives...

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CNET Shopper Helps Users Find Computer-Related Products

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2.3 Functions of a Distribution Channel

(1) Transactional Functions ( 交易功能 ) Making contact with buyers. Matching product to buyer needs. Negotiating price. Using marketing communication strategies to

make buyers aware of products. Processing transactions.

Electronic channels lower the cost to process transactions dramatically.

E.g. shopping basket or shopping cart.

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Functions of a Distribution Channel

(2) Logistical Functions ( 物流功能 ) Are often outsource to third-party specialists

(e.g. UPS, FedEx). Physical distribution activities

transportation or inventory storage. Most products sold online are still distributed

through conventional channels.

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Functions of a Distribution Channel

(2) Logistical Functions (Cont.) Product aggregation ( 產品聚集 )

Suppliers operate more efficiently when they produce a high volume of a narrow range of products, But consumers prefer to purchase small quantities of a wide range of products.

Channel intermediaries perform the essential function of aggregating product from multiple suppliers so that the consumer can have more choices in one location.

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Functions of a Distribution Channel

(3) Facilitating Functions ( 促進功能 ) Marketing Research. Financing ( 財物融資 ).

Intermediaries want to make it easy for customers to pay in order to close the sale.

E.g. 汽車及房屋貸款。 Online consumer purchases are financed through:

credit cards special financing plans ( 小額付款 , 電子貨幣 , 電子錢

包… )

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2.4 Distribution System 實體配送流程

顧客

倉儲部門

訂單處理部門

製造部門

外部供應商

製成品 製成品

存貨水準

要求製造

要求零件和物料

確定，寄帳單

下訂單

要求運送 零

件和物料

水準

管理供應

資訊流動原料和製成品流動（運輸）

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Distribution System Distribution System

Consider the supply chain (includes upstream and downstream activities), the manufacturer, and the distribution channel as an integrated system.

= the value chain = integrated logistics. Supply chain management (SCM, 供應鏈管理 ):

供應鏈規劃：需求預測、製造排程、配銷規劃。 供應鏈執行：訂單履行、運輸、庫存、配銷等流程的管理。