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“物流概述（二）：营销渠道”
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Today Xiaobian brings you an article
" Logistics Overview (II) : Marketing channels"
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营销渠道是指“从生产地向消费地移动商品和转移商品所有权所需的一系列机构。包括所有机构和营销过程中的所有营销活动”。营销渠道中的主要传统机构包括制造商、批发商和零售商。这些渠道安排包括：所有权渠道、谈判渠道、财务渠道、促销渠道和物流渠道。下面我们对在这五种渠道中制造商、零售商、批发商如何相互介绍进行介绍。
Marketing channels are "the set of institutions needed to move goods and transfer ownership of goods from where they are produced to where they are consumed." It includes all marketing activities in all agencies and in the marketing process." The main traditional institutions in the marketing channel include manufacturers, wholesalers and retailers. These channel arrangements include: ownership channel, negotiation channel, financial channel, promotion channel and logistics channel. Below we introduce how manufacturers, retailers and wholesalers introduce each other in these five channels.
所有权渠道涉及商品所有权的变化，商品本身可以实际不在现场或甚至不存在。如果商品销路非常好，那么可能在商品生产出来之前就要付款购买，比如委托制作的艺术品；有的产品需要得到足够的财产承诺后才会开始制造，比如新型商用飞机。
Ownership channels involve changes in the ownership of goods, and the goods themselves can be physically absent from the site or even non-existent. If the goods sell very well, then you may have to pay for them before they are produced, such as commissioned art; Some products, such as new commercial aircraft, require sufficient property commitments before they can be built.
谈判渠道是形成买卖协议的渠道。它包括面对面交易，或通过电话、电子邮件、电子数据交换或几乎所有其他沟通形式进行交易。在很多情况下，没有实际谈判，买卖价格就已经定好；还有拍卖、以及高结构化的有组织的农产品市场的交易。谈判还会涉及如何处理其他渠道的活动，比如交货地点和付款时间甚至包装设计。
The negotiation channel is the channel to form the purchase and sale agreement. It includes face-to-face transactions, or transactions by phone, email, electronic data exchange, or almost every other form of communication. In many cases, the price is already set without actual negotiation; There are also auctions and highly structured organized agricultural market transactions. Negotiations will also cover how to handle activities in other channels, such as delivery locations and payment times and even packaging design.
财务渠道处理货款的付款事物更重要的是，它负责处理企业信贷。渠道中的各个参与方财务实力不同，通常是一个参与方必须帮助其他参与方以维持整个渠道活力。例如一家新开张的零售商店可能需要寄售一些商品，它只需要向批发商支付货款，其他财务风险都由批发商承担。信贷对于渠道中的各方都非常重要，渠道中各方经常要接受或提供信贷，信贷已经成为谈判中不可缺少的部分。
The finance channel handles the payment of goods and more importantly, it handles corporate credit. The financial strength of each participant in the channel is different, and usually one participant must help other participants to maintain the vitality of the whole channel. For example, a newly opened retail store may need to sell some goods on consignment, it only needs to pay the wholesaler, and the rest of the financial risk is borne by the wholesaler. Credit is very important to all parties in the channel, and the parties in the channel often accept or offer credit, and credit has become an indispensable part of the negotiations.
促销渠道关注新产品和现有产品的促销。它可以和财务渠道相关联，因为货币补贴通常是促销的一部分；另外还和物流渠道有多方面的联系，比如赠券、公告牌等广告材料必须和促销产品一起赠送，以及包装可能有特殊的标签、物流人员处理订单流程反映促销活动是否有效。
Promotional channels focus on the promotion of new and existing products. It can be linked to financial channels, as monetary subsidies are usually part of the promotion; In addition, there are many links with logistics channels, such as coupon, bulletin board and other advertising materials must be presented together with promotional products, and packaging may have special labels, logistics personnel to deal with the order process to reflect the effectiveness of promotional activities.
物流渠道对整个渠道过程最显著的贡献是分类组合功能，分类组合功能有归类（不同产品分类成同类）、集中（不同来源的相似库存集合）、调配（同类产品分解成较小的批量）、配货（为了转售将各类产品集中在一起）四个步骤。这些步骤发生在制造商和消费者之间，意味着它们由批发商、零售商或专业机构来完成。
Promotional channels focus on the promotion of new and existing products. It can be linked to financial channels, as monetary subsidies are usually part of the promotion; In addition, there are many links with logistics channels, such as coupon, bulletin board and other advertising materials must be presented together with promotional products, and packaging may have special labels, logistics personnel to deal with the order process to reflect the effectiveness of promotional activities.
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文案|罗姗
排版|罗姗
审核|yue
参考资料：有道翻译，物流学
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