نویسنده
دانشیار مدیریت بازرگانی دانشگاه محقق اردبیلی
چکیده
کمبود عقبهی دانشی در زمینه شناسایی عوامل اثرگذار بر شکل دهی ترکیب متناسب کانالهای توزیع و نتایج مترتب برآن، پژوهشگر را برآن داشته که در قالب مطالعات آکادمیک نسبت به تدوین و گسترش دانش این حوزه از بازاریابی اقدام نماید. بدین منظور با استفاده از روش تحقیق کیفی مبتنی بر نظریه دادهبنیاد با انجام مصاحبه با 16 نفر از مدیران خبره و متخصص در حوزه کانالهای توزیع به طراحی الگوی مفهومی در این زمینه پرداخته شد. یافتههای این تحقیق کیفی نشان میدهد که عوامل علی اثرگذار در ترکیب کانالهای توزیع میتواند منجر به نتایج مالی از قبیل: کاهش هزینه (کاهش هزینه های بازاریابی،کاهش هزینه های عملیاتی و...) و افزایش درآمد و سهم بازار (افزایش فروش بین کاتالی، افزایش درآمد بالقوه و مصرفی، افزایش حاشیه سود، و افزایش سطح پوشش و...). نتایج نشان داد که عوامل علی اثرگذار در شکلدهی ترکیب کانالهای توزیع عبارتند از زمینه و بستر بازار (بازارهدف، دسترسی به بازار و نقشه بازار) و زنجیره کانال توزیع (تحلیل زنجیره فعلی کانال،ترکیب کانال مستقیم و غیرمستقیم، پیشنهاد کانال جایگزین،ساختاردهی مجدد کانال). عوامل تعدیلگر در فرایند شکلدهی ترکیب کانالهای توزیع عبارتند از: پیچیدگی فروش و مسئولیت پذیری در بازار و عوامل زمینه ای عبارتست ازسیاستهای ترفیعی شرکت (سیاست های ترفیعی کششی و فشاری) و راهبردهای شکلدهی ترکیب کانالهای توزیع عبارتند از: همراستایی کانالهای توزیع، مدیریت چرخه عمر مشتری، راحتی استفاده از کانال، تمایل به خرید مجدد، رضایت مشتری و اعتماد مشتری.
کلیدواژه‌ها
عنوان مقاله [English]
Identify and review the requirements for forming multiple distribution channel combinations
نویسنده [English]
- mohammad bashokouh
چکیده [English]
the lack of knowledge behind the identification of factors affecting the formation of the appropriate composition of distribution channels and the resulting results, has led the researcher to formulate and expand knowledge in this field of marketing in the form of academic studies. For this purpose, using a qualitative research method based on data-foundation theory, by interviewing 16 experts and specialists in the field of distribution channels, a conceptual model was designed in this field. The findings of this qualitative study show that causal factors influencing the composition of distribution channels can lead to financial results such as: reducing costs (reducing marketing costs, reducing operating costs, etc.) and increasing revenue and share. Market (increase in catalytic sales, increase in potential income and consumption, increase in profit margins, and increase in the level of coverage, etc.). The results showed that causal factors influencing the formation of distribution channel combinations include market context (target market, market access and market map) and distribution channel chain (analysis of current channel chain, direct and indirect channel composition, channel proposal). Alternative, channel reorganization). Modifiers in the process of shaping the composition of distribution channels include: sales complexity and market responsibility and underlying factors include the company's promotion policies (traction and compression promotion policies) and channel composition shaping strategies. Distribution lines include: alignment of distribution channels, customer lifecycle management, ease of use of the channel, willingness to repurchase, customer satisfaction and customer trust.
کلیدواژه‌ها [English]
- Channel of Distribution
- combination of distribution channel
- Grounded Theory
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