7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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BI 8

CHIN LCPHN PHI

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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KHI NIM PHN PHI VCHIN LC PHN PHI

Phn phi: l tin trnh chuyna snphmt nh snxutnngi tiu dng cui cng

thng qua cc thnh vin trung gian bngnhiuphngthchotng khc nhau. Chin lc phn phi: l h thng cc quyt

nh nhm chuyn a snphm v mt vtchtcngnhquynshu hay quynsdngsnphm t nh snxutnngi tiu dng

nhmthiuqu cao nht.

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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Knh phn phi nn hiu l g? Bn cht ca knh phn phi.

Tm quan trng ca phn phi trongmarketing. Cc dng lu chuyn chnh ca knh

phn phi l g?Dng lu chuyn vt cht.Dng lu chuyn s hu.

Dng lu chuyn thanh ton.Dng lu chuyn thng tin.Dng lu chuyn khuyn mi.

Chnh sch y Chnh sch ko

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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LA CHN KNH PHN PHI Chc nng ca knh phn phi.

Cc loi knh phn phi: Knh cp khng (knh 0 cp knh marketing

trc tip).

Knh mt cp (knh marketing gin tip).

Knh haiba cp (knh marketing gin tip di)

ngha ca cc trung gian trong knh phnphi. Nh bn l Nh bn bun

i l Ngi mi gii

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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LA CHN KNH PHN PHI

La chn knh phn phi l mtqu trnh phn tch nh gi ccnhn t nh hng n vic la

chn knh v trung gian thch hp tiu th SP.

y l mt trong nhng quyt nhMarketing quan trng nh hngn doanh s, chi ph v th phn

ca Cty.

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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Cc cn c cn xem xt v nh gi: Cn c vo cc mc tiu phn phi.

Cn c vo c im ca th trng. Cn c vo SP. Cn c vo giai on ca vng i SP.

Cn c vo c im ca trung gian. Cn c vo nng lc ca DN. Cn c vo mun cnh tranh ca DN. Cn c vo c im mi trng cn

c vo cc quy nh v rng buc caphp lut.

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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CC CHIN LC PHN PHICc chin lc phn phi l s c kt gnb ca s la chn v ca nhng binphp phi s dng chuyn SP v mtvt cht cng nh v quyn s hu hayquyn s dng SP t nh sn xut nngi tiu dng cui cng nhm t hiuqu cao nht.

Chin lc phn phi rng ri.

Chin lc phn phi chn lc.

Chin lc phn phi c quyn.

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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NHNG QUYT NH V QUNTR KNH PHN PHI

Tuyn chn cc thnh vin caknh.

Khuyn khch cc thnh vinhot ng.

nh gi cc thnh vin.

Kim tra hot ng phn phi.

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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NHNG QUYT NH V CC VN LU THNG HNG HA.

Lu thng hng ha l hot ng lp khoch, thc hin v kim sot s vnchuyn vt t v SP t ch sn xut nch tiu dng nhm p ng nhng nhucu ca ngi tiu dng vi mc lithch hp.

Mc tiu ca phn phi SP vt cht hng ha l cung cp ng mt vong ni, ng lc vi chi ph thp nht.

7/31/2019 Bai 8 - Chinh Sach Phan Phoi - SV

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t chc cc hot ng phnphi vt cht, ngi lmMarketing phi tin hnh nhngcng vic sau:

X l n t hng; Lu kho; Xc nh lng hng tn kho;

Chn phng tin vn chuyn; C cu qun l lu thng hng

ha ca Cty