8
(channel member)(middlemen)(distributor)
(specialization and division of labor) (overcoming discrepancies) (contact efficiency)
()
M------------------------------------>C M----------------------------->R--->C M---->W-------------------->R--->C M---->W-------->J--------->R--->C
M: W:
J:
R:
C:
/
(8)
(7)
/
Pub KTV
(Marketing system) ()
()
VMS
(HMS, horizontal marketing system)
VMS VMS VMS (relationship VMS)
NikeNike
1. 2.
3. 4.(
) () (
) ( )
5.
1. 2. 3. 4. 5. 6. 7. 8.
1. 2. 3. 4. 5. 6. 7. 8.
1. 2. 3. 4. 5.
1.
2.
3.
4.
=
??
/
1(exclusive dealing)
2(tying contact) A
B B
3(exclusive-territory policy)
VS. VS. VS. VS. VS. VS.
CRM PRM
( )
()
/
()
(Partner)
(channel leadership)
4.
2003 20
20033C
1800
B
A
(horizontal channel conflict):(vertical channel conflict): NikeNiketown (multichannel conflict):
()
*(competing)
*(avoiding)
*(compromising)
*(collaborating)
*(accommodating)
()
PRM
marketing logistics(physical distribution)
SCM (outbound distribution)
(inbound distribution)(reverse distribution)(SCM)
(reverse channel)
-
3PL(1/2) (third-party logistics
(3PL) provider)
3PL(2/2)
3PL
3PL
ATM
Q & A The End
8 3 ()(Marketing system)VMS(channel leadership)4. ()()SCM - 3PL(1/2)3PL(2/2) 57