Ch 2 The channel participant
谁动了我的奶酪？
 作为广告商的林先生回忆起他的“第一桶金”时，愉快之
余又似乎感到有些偶然。那是三年前，他接到为一家著名
家电企业制作直营店、加盟店店招的订单，起初合约中的
数量并不多，区域也仅是一个城市；谁知，订单一个接着
一个，后来忙的时候，对方的电话就成了订单，那一年，
林先生几乎跑遍了全省所有的地市县，甚至一些乡镇。他
觉得自己赶上一个好时候：那家家电企业正如火如荼地进
行着“决胜终端”的“渠道革命”……
 然而，当时和林先生一样忙得热火朝天的那家家电公司的
经理们，现在的心情已经大不一样了：那些辛辛苦苦开垦
出的网点，三年下来，大都消失了！



面对一下子萎缩下来的业务，林先生实在是一筹莫展、有
苦难言。四处碰壁的他，眼下正象没头苍蝇一般，实在弄
不明白这一切怎么发生得这么突然。痛定思痛，林先生不
由得扪心自问：究竟是谁动了我的渠道？
笔者的不少朋友是经销商。有时候他们也会感慨一下他们
的地位改变。有个做化妆品的经销商是这样说的：当年在
卖永芳F珍珠膏的时候，货一到，商店就来排队抢，还要
来拍我的马屁。那个时候，要跑什么店，做什么市场啊，
哪有卖不出去的东西。后来，商店的人就来的少了，只是
电话联系联系要货。现在，我们是又要雇业务员跑市场，
又要去讨好那些商店的采购了，新产品要进他们那里，是
要先付一大笔的进场费再说了……
从坐等来客到主动逢迎，从昔日的呼风唤雨到今天的“摇
尾乞怜”，反差如此巨大。这一切，真是“成也渠道，败
也渠道”。那么，到底是谁动了自己的渠道呢？
一 The channel participant overview
1. Definition:
It refers to all organizations and institutions related
to distribution .
2. Classification:
creterion：price negotiation and
ownership transfer
Marketing
channel
participant
Membership
participant
Non-membership
participant
manufacturer
middleman（wholesaler
and retailer ）
consumer
Storage and transport
organization
market research
organization
advertisement agent
bank
insurance organization
二 Producer or manufacturer
1. Definition and type
2. play a part in:
 Channel source
 the main organizers
 the main innovator .
3. Advantages and disadvantages
case: TCL Lenovo Wahaha
三、Wholesalers
1. Wholesale and wholesalers
Wholesale refers to the marketing
activities that provide all goods and
services to those operating for resale or
other commercial use.
 Wholesalers are those organizations and
individuals primarily engaged in the
wholesale business.

Decision process: should intermediaries be
used?
Use intermediaries ?
no
sell directly
yes
what type of intermediaries?
how much?
create channel structure
2. The classification and characteristics
wholesaler
Merchant
wholesaler
Business
scope
Agent
wholesaler
Service
function
Generalline
wholesaler
Maincategory
wholesaler
Specialized
wholesaler
subject
Manufacturer
owned
organization
power
manufacturer
Agent
broker
Entire
Sale agent
service
Purchasing
wholesaler
agent
Auction
Limited house
im/export
service
agent
wholesaler
wholesaler
Single &
multiple
General
agent &
sub-agent
Commission
agent &
buyout
agent
The difference between agent and the deal
mainly manifests in the following three
points:
 Both sides of the deal have trade
relationship; Both sides of the agent have
agent relationship .
 Dealers stand for their own merchandise ,
and agents on behalf of manufacturers in
sales and contract .
 Dealers' income is from of the price gap
between purchase and sale, but agents'
income is Commission.
3、 wholesalers’ role
upstream
Market coverage
Sale contact
inventory
Deal with order
Market information
Customer support
Marketing task
for wholesaler
result
More effective channel
and profit of wholesaler
downstream
Provide products
Customer service
financing
Classification convenience
Bulk purchase
Suggestion and technology
support
discussion：
Wholesalers' present situation and outlet?
四、retailing
What do you have already known?
1、retail merchant's concept

Retailing provides the commodities for the
consumer uses. But these commodities are not
used in the productive consumption either the
resale.

Ultimate consumers are mainly individual or family;

Retail sales include not only products retail sales,
but also service; Is not only the store retail sales,
but also non-store; Is not only the retail
merchant, but also the manufacturer、the
importer、wholesaler's retail business.
2. Retailer significance
Macro-economic significance
 Intermediate perspective
 Micro- significance

3. Retailer classification
According to property rights :
Independent store、chain store、franchising

According to retailing mix: store & non-store
According to the relationship of Store:
Isolated shops, commercial Street,
Shopping mall.
New perspectives
1. channels service output & retailing
 2. the target customers and customer
behavior of different retail formats
 3. the operation modes of Retailing

Customers’ channel needs
( service outputs)
1. bulk-breaking
2.spatial convenience
3.waiting or delivery time
4. assortment and variety
5. Service Backup
How do you dig Customer needs?
2、Retail service outputs P404
batch
convenie
nce
time
variety
category
（breadth）（depth）
Department Gross profit
store
yes
middle
short
broad
middle/shal
low
Franchised
shop
Gross profit
yes
middle
short
narrow
deep
Convenient
shop
Gross
yes
high
short
broad
shallow
Category
killer
turnover
yes
low
short
narrow
deep
supermark turnover
et
yes
low
short
broad
moderate
no
low
middle/lo
ng
broad
shallow
form
storage
Gross
profit/turnov
er
profit/turnov
er
turnover
case1 channel market segmentation----taking beverage as an example P32
Channel
need
Family description
Office clerk description
batch
I buy beverage every week.
I have only ten
minutes and I can only
buy a tin beverage.“
convenienc I drive to nearby supermarket to buy.
e
“in ten minutes, I can
only buy which I can
get easily.”
time
I have much beverage at home. I didn’t
get what I want and I will come next time.
If I can’t can in ten
minutes, I have to give
up.
variety
We two love cola, but children can’t have.
I can’t to be very picky.
It good to get it.


Try ：How do you arrange the channels？
case2：reasons and characteristics of
shopping online
Purchase step
Plan what to buy
store
purchaser
online
purchaser
Go to bookshop
search
purchaser
purchaser
dangdang
dangdang
Select one by one
pay
pack
purchaser
purchaser
purchaser
dangdang
dangdang
dangdang
Take home
Open package
purchaser
purchaser
dangdang
purchaser
Considering: the causes and Purchasers’
Characteristics

Inspiration: It is not to change the product but to
change the way of product’s selling!
Some cases :Entrepreneurship in marketing channel
五、Non-members of the participants
Transport enterprises
 Storage enterprises
 Market research agencies
 Insurance Companies
 bank
 Advertisement Agents
