品牌与营销渠道策略:对渠道合作伙伴的影响

IF 0.7 Journal of Marketing Channels Pub Date : 2016-10-01 DOI:10.1080/1046669X.2016.1224311

H. Bellin

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引用次数: 4

摘要

组织的整体营销组合寻求将传统的4P要素(产品、价格、促销和地点(或分销))结合起来，以便所有要素相互作用，为目标市场提供一致的产品定位，并为营销人员提供竞争优势。在当代产品或服务营销中，这些要素并不总是恰当地呈现和一致，从而使委托人处于不利地位。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Branding and Marketing Channel Strategies: Some Effects on Channel Partners

An organization’s overall marketingmix seeks to combine the traditional 4P elements of product, price, promotion, and place (or distribution) so that all elements interactively lead toward consistent product positioning for the target market and a competitive advantage for the marketer. These elements are not always properly present and consistent in contemporary product or service marketing, thus placing the principal at a disadvantage.

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.