Comprehensive analysis of competitors starting from marketing channels

American Marketing Authority Philip: "http://www.aliyun.com/zixun/aggregation/36285.html" > Marketing channel refers to the movement of certain goods or services from producers to consumers, All enterprises or individuals who have acquired ownership of such goods or services or have helped to transfer their ownership. Simply put, the marketing channel is the specific channel or path through which goods and services are transferred from producer to consumer.

First, the marketing channel system design Steps

Stern (Stern) and other scholars summed up the "user-oriented channel system" design model. The channel strategy design process is divided into the following five stages, a total of 14 steps:
(i) Current environmental analysis
Step 1. Review the current situation of company channels
Step 2. Current channel system
Step 3. Collect channel Information
Step 4. Analyze competitor Channels
(ii) Development of a short-term channel response
Step 5. Recent opportunities to evaluate channels
Step 6. Make a recent attack plan
(iii) optimized design of channel system
Step 7. Qualitative analysis of end user requirements
Step 8. Quantitative analysis of end-user demand
Step 9. Industry simulation Analysis
Step 10. Design "ideal" channel system
(iv) conditionality and gap analysis
Step 11. Design Management Restrictions
Step 12. Gap analysis
(v) Channel strategic programme decision making
Step 13. Develop strategic options
Step 14. Decision making for the best channel system

Second, the marketing channel structure design

The three main elements of marketing channel structure are the levels of the channels, the density of each level and the types of middlemen at all levels.
Channel level refers to the number of channels needed to complete the marketing channel goals of the enterprise.
Channel density refers to the number of middlemen on the same channel level.
The type of middleman refers to which kinds of middlemen should be used in each level of the channel.

Iii. comparison and evaluation of channel decision

(i) Financial Assessment Act
The finance law (Financial approach) was a method that Lambert (Lambeit) proposed in the 1960s. He points out that financial factors are the most important factor in deciding which channel structure to choose. Such decisions include comparing the cost of capital required to use different channel structures to derive the benefits of capital to determine the channel of maximum profit.

(ii) Transaction Cost assessment method
The analysis of Transaction cost (Tca,transaction) was first proposed by Williamson (Williamson). The key point of this method is the transaction cost that the enterprise needs to complete its marketing channel task. Fundamentally, transaction costs relate to the cost of accomplishing tasks such as information gathering, negotiation, and monitoring performance. In the TCA method, Williamson combines the traditional economic analysis with behavioral science concepts and the results of organizational behavior to consider the choice of channel structure.

(iii) Empirical assessment methodology
1. Weight Factor Scoring method
The "weighting factor method" proposed by Kotler is a direct qualitative method to choose a more accurate channel structure. Basic steps:
List the factors that affect channel selection.
The importance of each decision factor is expressed as a percentage.
Each channel chooses to grade according to the 1~100 of each decision factor.
The total weight factor score (total score) of each channel is obtained by multiplying the weight (A) with the factor fraction (B).
It is the best choice to arrange the total score of the alternative channel structure and obtain the highest score of the channel selection scheme.
2. Direct qualitative Judgment method
The direct qualitative judgment method is the most coarse but also the most common method when choosing channel design.
3, Marketing Channel cost comparison method
The cost and benefit of each channel model are regarded as the main evaluation factors, and the channel structure of low cost and profit is selected through comparing input and earnings.