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从总体营销论,生产与消费间的缺口沟通,是藉产品、信息与货币的流通。但是,这些流通过程,都必须透过市场而进行,所以分配结构的合理与效能的程度将对流通的效率起着决定性的作用。因此,世界各国为了提高其营销效率,都从改善营销结构着手。从个别生产企业观点分析,除了少数用户自销的生产者外,其营销活动多数都是透过近地现存的分配结构(中间商)进行的。所以,生产企业在研究营销策略之先,须对被其视为不可控制的外在环境之一(即面临的分配结构)加以了解,而后,才可以研究如何组织企业自身产品的通路(通路系指共同参与营销活动为实现产品或服务得以移转至消费者或使用者处新的功能的一系列机构),以达到以较低成本和及时将产品送达目标市场的要求。
From the general marketing theory, gap communication between production and consumption is through the circulation of products, information and currency. However, these circulation processes must be conducted through the market. Therefore, the degree of rationality and effectiveness of the distribution structure will play a decisive role in the efficiency of circulation. Therefore, in order to improve their marketing efficiency, countries all over the world have started to improve their marketing structure. From the point of view of individual production enterprises, apart from a small number of users who sell themselves, most of their marketing activities are conducted through the existing distribution structures (intermediaries) in the near-field. Therefore, before researching marketing strategies, production companies must understand one of the external environments that they regard as uncontrollable (that is, the distribution structure they face), and only then can they study how to organize their own product pathways. Refers to a series of institutions that jointly participate in marketing activities to achieve the new functions of products or services that can be transferred to consumers or users, to meet the requirements of delivering products to target markets at a lower cost and in a timely manner.