營(yíng)銷渠道外文翻譯(可編輯)

1、營(yíng)銷渠道外文翻譯（可編輯）營(yíng)銷渠道外文翻譯 外文翻譯 原文 Marketing Channel MaterialSource: Sales and market Author: Anne T. Coughlan Channels of distribution means that the goods from the producer to users through the whole process, and set of market sales agencies. Right to use marketing channels, enterprises increased rapid

2、ly in to the consumer products, to expand the sale and accelerate the flow of funds, reduce the flow of the cost. Any business to put your product sell well, you need the right to select product sales outlets. select the distribution of content, there are two aspects : a channel type is selected, bu

3、t choose specific middleman. Affect sales channels to choose factors : product factors, including the size of the unit of productions , weight and volume the size, style and fashion, corruption and ,gm products and product of a product of nuclear technology services, the new product to market factor

4、s, including small ;market size of the purchase and marketing of seasonal and time, and competitive sales channels for enterprises ; of factors, including the company of scale 1Channel type is selected 1 Direct and indirect a sales strategy in marketing. as in trading in the intermediate to classify

5、, and can be divided into direct and indirect sales outlets in the two types of direct channels of distribution. In the use of the integration of the sales mode of operation, the goods from production to consumption, without any intermediate and indirect sales channels mean the goods from the produc

6、tion areas transferred to the users through a middleman in marketing channels. direct sales, marketing. 2 Long and short channel strategy. sales outlets in its length to classify, and length can be divided into several different forms, from production of goods to the users process, a link, the more

7、sales outlets in the longer ; on the contrary, the more short. the consumer goods sales channels and four basic types of the consumers :producers retailers ;producers or consumers agent wholesalers retailers consumers ;the wholesale agent retailers consumers. The industrial. Industrial users. The co

8、mpany decided to adopt an indirect sales strategy, to apply to the length of the channels for making a choice. From saving the circulation of commodities, the social cost of production process again, we should try to reduce the number of intermediate links, choose a channel. However, do not think th

9、at intermediate little as possible, in most cases, wholesaler and retailer is the role of producers could never be replaced. Therefore, the channel strategy is a channel strategy must be integrated into consideration the characteristics of the goods. Marketing channels to disseminate a culture of pa

10、per in the promotion of foreign products and services in the process of marketing channels in the direct or indirect communication and culture. a market regulator should be for marketing channels of some may affect the core values of the negative, of the necessary control and directed at strengtheni

11、ng traditional chinese and the media, marketing channels to promote the peoples living standards improve the positive role. In the marketing theory, specifically directed against cultural research mainly embodied in two aspects: marketing activities of a specific cultural background of consumers is

12、the impact; second, specific cultural environment to marketing activities of the normal operation. From the marketing channels to disseminate the culture of the unique perspective study a foreign culture of chinas national life, the existing theories results are not many. Therefore, this article mai

13、nly for marketing channels of foreign culture and pass transmitted to chinas national life. The potential influence. 2Marketing channels of foreign cultural communication problems raised Marketing channels in a foreign culture of the problem in china who have taken WTO, theories was concern that for

14、eign and the competitiveness of products to china and the impact of and more pertinently bring forward a number of countermeasures. This measure, the focus of the Chinese market is opening up and improves national standards varied gradations of urgency. Then, in the trade concerned about the sort, t

15、he relationship between the lifeblood of some major trades, such as petroleum and stone, and insurance and securities, railway, civil aviation, communications, electricity, telephone and postal, mineral, coal, energy, and weak competitiveness of industries, such as cars, software development, and ho

16、usehold appliances, agricultural and other scholars, is the concern of the object. Then, in the trade concerned about the sort, the relationship between the lifeblood of some major trades, such as petroleum and stone, and insurance and securities, railway, civil aviation, communications, electricity

17、, telephone and postal, mineral, coal, energy, and weak competitiveness of industries, such as cars, software development, and household appliances, agricultural, is the object of attention of scholars. These industries as a sector, is the source of the production process, thus been widely appreciat

18、ed. On the contrary, wholesale and retail industry for their concern is not a lot of research is not quite enough. This is probably due to the wholesale and retail of procedure of sale business links, and as subservient to production activities, is not very important. However, the Chinese market tod

19、ay, an important facts of the people, it is foreign to the wholesalers and retailers in china plays an increasingly important role the growth rate has far exceeded the peoples expectations. Foreign wholesale and retail enterprises of entering china market, is not a bad thing. but a lot of foreign pr

20、oducts and services to the chinese market at the same time, these products and services, with a foreign culture, also be introduced into china. in spite of the most foreign culture conducive to chinas economic and social development, but that do have quite a number of foreign culture and chinese cul

21、ture has exclusivity and replacement. After all, cultural exchanges with inputs are two entirely different ideas: the former was actively looking for a culture in common with the positive side, while the latter is more passive acceptance from the influence of culture. at present, wholesaler and reta

22、iler has become a foreign culture of one of the main channel in foreign culture and their transmission, position and function far more than in chinas foreign funded enterprises, the phenomenon needs to be the height of the chinese market regulator. 3Foreign cultures in marketing channels in the form

23、s of Can be said that any kind of product are more or less include the production of national cultural identity. So long as a human wisdom on the products production processes, the product will be more or less equipped with a cultural characteristics. These features can be easily detected. For examp

24、le, is also a car, not before the assembly are standardized parts, but in a design pattern of the assembly, there is already producing have insisted on the production of the concept and operation of the cultural character. In some countries the car and stable; in some countries the car is convenient

25、 and easy; some of the car styling for speed and performance, others to look and feel. From abroad, some common supplies included cultural features largely in the form and packaging, labeling and the directions, these differences in the cultural objective. and, on a western-style restaurant, custome

26、rs will be more in foreign culture, from the influence of the theory, the process, meals, style and product information, both inside and outside the restaurant was, and various aspects of contents. These areas included in the cultural elements for different levels of the consumer with a degree of in

27、fluence, especially in some teenagers who the customer groups, its influence than the old society. If the chinese market, foreign products are films, television, literature, and the cultural influence will the chinese nation, and the core value will be greater. 譯文 營(yíng)銷渠道 資料來(lái)源:營(yíng)銷與市場(chǎng)作者:安妮?T科蘭 銷售渠道是指商品從生

28、產(chǎn)者傳送到用戶手中所經(jīng)過(guò)的全過(guò)程,以及相應(yīng)設(shè)置的市場(chǎng)銷售機(jī)構(gòu)。正確運(yùn)用銷售渠道,可以使企業(yè)迅速及時(shí)的將產(chǎn)品轉(zhuǎn)移到消費(fèi)者手中,達(dá)到擴(kuò)大商品銷售,加速資金周轉(zhuǎn),降低流動(dòng)費(fèi)用的目的。任何一個(gè)企業(yè)要把自己的產(chǎn)品順利的銷售出去,就需要正確的選擇產(chǎn)品的銷售渠道。選擇銷售渠道的內(nèi)容有兩個(gè)方面:一是選擇銷售渠道的類型,而是選擇具體的中間商。 影響銷售渠道選擇的因素有:產(chǎn)品因素,包括單位產(chǎn)品的價(jià)值量的大小,產(chǎn)品重量和體積的大小,產(chǎn)品的式樣和時(shí)尚,產(chǎn)品的腐敗性和易腐性,通用產(chǎn)品核定制產(chǎn)品,產(chǎn)品的技術(shù)服務(wù)程度,新產(chǎn)品的使小;市場(chǎng)因素,包括市場(chǎng)面的大小,用戶的購(gòu)買習(xí)慣,市場(chǎng)銷售的季節(jié)性和時(shí)間性,競(jìng)爭(zhēng)者的銷售渠道等;企

29、業(yè)本身的因素,包括公司的規(guī)模和聲譽(yù),管理的能力和經(jīng)驗(yàn),銷售渠道的控制程度等。 1.銷售渠道的類型選擇 (1)直接式銷售策略和間接式銷售策略。按照商品在交易過(guò)程中是否經(jīng)過(guò)中間環(huán)節(jié)來(lái)分類,可以分為直接式和間接式銷售渠道兩種類型。直接式銷售渠道是企業(yè)采用產(chǎn)銷合一的經(jīng)營(yíng)方式,即商品從生產(chǎn)領(lǐng)域轉(zhuǎn)移到消費(fèi)領(lǐng)域時(shí)不經(jīng)過(guò)任何中間環(huán)節(jié),間接是銷售渠道是指商品從生產(chǎn)領(lǐng)域轉(zhuǎn)移到用戶手中要經(jīng)過(guò)若干中間商的銷售渠道。直接式銷售銷售及時(shí),中間費(fèi)用少,便于控制價(jià)格,及時(shí)了解市場(chǎng),有利于提供服務(wù)等優(yōu)點(diǎn),但是此方法使生產(chǎn)者花費(fèi)較多的投資、場(chǎng)地和人力,所以消費(fèi)廣,市場(chǎng)規(guī)模大的商品,不宜采用這種方法。間接銷售由于有中間商加入,企業(yè)

30、可以利用中間商的知識(shí),經(jīng)驗(yàn)和關(guān)系,從而起到簡(jiǎn)化交易,縮短買賣時(shí)間,集中人力財(cái)力和物力用于發(fā)展生產(chǎn),以增強(qiáng)商品的銷售能力等作用。 一般來(lái)講,在以下情況下適合采取直接式的銷售策略:?市場(chǎng)集中,銷售范圍小;?技術(shù)性高或者制造成本和售后差異大的產(chǎn)品,以及變質(zhì)或者以破損的商品,使商品,定制品等。?企業(yè)自身應(yīng)該有市場(chǎng)營(yíng)銷技術(shù),管理能力較強(qiáng),經(jīng)驗(yàn)豐富,財(cái)力雄厚,或者需要高度控制商品的營(yíng)銷情況。 反之,在以下情況下適合采取間接式的銷售策略:?市場(chǎng)分散,銷售范圍廣,例如大部分消費(fèi)品。?非技術(shù)性或者制造成本和售價(jià)差異小的商品,以及不易變質(zhì)及非易碎商品,日用品、標(biāo)準(zhǔn)品等。?企業(yè)自身缺乏市場(chǎng)營(yíng)銷的技術(shù)和經(jīng)驗(yàn),管理能力

31、較差,財(cái)力薄弱,對(duì)其商品和市場(chǎng)營(yíng)銷的控制要求不高。 (2)長(zhǎng)渠道和短渠道策略。銷售渠道按其長(zhǎng)度來(lái)分類,可以分為若干長(zhǎng)度不同的形式,商品從生產(chǎn)領(lǐng)域轉(zhuǎn)移到用戶的過(guò)程中,經(jīng)過(guò)的環(huán)節(jié)越多,銷售渠道就越長(zhǎng);反之就越短。消費(fèi)品銷售渠道又四種基本的類型:生產(chǎn)者 消費(fèi)者;生產(chǎn)者 零售商 消費(fèi)者;生產(chǎn)者 代理商或者批發(fā)商 零售商 消費(fèi)者;生產(chǎn)者 代理商 批發(fā)商 零售商 消費(fèi)者。工業(yè)品銷售渠道有三種基本的類型:生產(chǎn)者 工業(yè)品用戶;生產(chǎn)者 代理商或者工業(yè)品經(jīng)銷商 工業(yè)品用戶;生產(chǎn)者 代理商 工業(yè)品經(jīng)銷商 工業(yè)品用戶。企業(yè)決定采用間接式銷售策略后,還要對(duì)適用渠道的長(zhǎng)短做出選擇。從節(jié)省商品流通費(fèi)用,加速社會(huì)再生產(chǎn)過(guò)程的

32、要求出發(fā),應(yīng)當(dāng)盡量減少中間環(huán)節(jié),選擇短渠道。但是也不要認(rèn)為中間環(huán)節(jié)越少越好,在多數(shù)情況下,批發(fā)商的作用是生產(chǎn)者和零售商無(wú)法替代的。因此,采用長(zhǎng)渠道策略還是短渠道策略,必須綜合考慮商品的特點(diǎn)、市場(chǎng)的特點(diǎn)、企業(yè)本身的條件以及策略實(shí)施的效果等。一般來(lái)講在以下情況下適合采取短渠道銷售策略:?從產(chǎn)品的特點(diǎn)來(lái)看,易腐、易損、價(jià)格貴、高度時(shí)尚、新潮、售后服務(wù)要求高而且技術(shù)性強(qiáng);?零售市場(chǎng)相對(duì)集中,需求數(shù)量大;?企業(yè)的銷售能力強(qiáng),推銷人員素質(zhì)好,資歷雄厚,或者增加的收益能夠補(bǔ)償花費(fèi)的銷售費(fèi)用。反之,在以下情況下適合采取長(zhǎng)渠道策略:?從產(chǎn)品特點(diǎn)來(lái)看,非易腐、易損、價(jià)格低、選擇性不強(qiáng)、技術(shù)要求不高;?零售市場(chǎng)較為

33、分散,各市場(chǎng)需求量較小;?企業(yè)的銷售能力弱,推銷人員素質(zhì)較差,缺乏資金,或者增加的收入不能夠補(bǔ)償多花費(fèi)的銷售費(fèi)用。 在促銷外國(guó)產(chǎn)品與服務(wù)的過(guò)程中,營(yíng)銷渠道在直接或間接地傳播著文化。市場(chǎng)監(jiān)管部門應(yīng)當(dāng)對(duì)于營(yíng)銷渠道中一些可能影響國(guó)民核心價(jià)值觀的文化負(fù)面因素,進(jìn)行必要的控制和引導(dǎo),同時(shí)加強(qiáng)中國(guó)傳統(tǒng)又化的傳播,使?fàn)I銷渠道能夠發(fā)揮促進(jìn)國(guó)民生活水平提高的積極作用。 在現(xiàn)有的市場(chǎng)營(yíng)銷理論中,專門針對(duì)文化現(xiàn)象的研究主要體現(xiàn)在兩個(gè)層面:一是營(yíng)銷活動(dòng)對(duì)特定文化背景下的消費(fèi)者所構(gòu)成的心理影響;二是特定文化環(huán)境對(duì)營(yíng)銷活動(dòng)正常開(kāi)展所形成的影響。而從營(yíng)銷渠道中文化傳播這一獨(dú)特的視角研究外國(guó)文化對(duì)中國(guó)國(guó)民生活的影響,現(xiàn)有的理論成果并不是很多。因此,本文主要探索營(yíng)銷渠道中外國(guó)文化傳播對(duì)中國(guó)國(guó)民生活的潛在影響力。 2. 營(yíng)銷渠道中外國(guó)文化傳播問(wèn)題的提出 在中國(guó)加人W?TO時(shí),理論界當(dāng)時(shí)主要關(guān)注的問(wèn)題是外國(guó)及其產(chǎn)品的競(jìng)爭(zhēng)力對(duì)中國(guó)市場(chǎng)所構(gòu)成的威脅和沖擊,并較有針對(duì)性地提出了許多應(yīng)對(duì)措施。這些措施中,重點(diǎn)強(qiáng)調(diào)了中國(guó)市