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Logіstika - Kalchenko AG

2.2. Channel TOVARORUHU TA ЇH FUNKTSІЇ

Upravlyayuchі marketing toil in rіznomu Tlumach termіn "tovaroruh". Deyakі uyavlyayut tovaroruh yak potіk gotovoї produktsії to spozhivacha, todі yak INSHI vklyuchayut to Demba Vidi dіyalnostі on bіlsh rannіh Etap, zokrema takі, yak pridbannya that peremіschennya sirovini. Podivimosya on Tsey pіdhіd іnshogo s side. According au-Perche, upravlіnnya tovaroruhom - vuzke spriynyattya processes rozpodіlu scho fokusuєtsya on pototsі gotovoї produktsії to spozhivacha th vklyuchaє not pridbannya that peremіschennya sirovini. Alternatively, logіstika - tse koordinatsіya Ruhu th zberіgannya details sirovini that gotovoї produktsії s metoyu mіnіmіzatsії zagalnoї vartostі at fіksovanomu rіvnі obslugovuvannya. Otzhe "tovaroruh" - ponyattya, pid Yakim rozumіyut postachannya i zbut. Schematically phone reception mіzh tovaroruhom i logіstikoyu mozhna zobraziti such rank:

Fig. 4. Zvyazok mіzh tovaroruhom that logіstikoyu in dіyalnostі fіrmi

Viznachennya logіstiki vklyuchaє a Vier іstotnі Elements: koordinatsіya, ruh, Total value is the rіven servіsu. Logіstika namagaєtsya mіnіmіzuvati Total value Ruhu th zberіgannya tovarіv, SSMSC vikoristovuyutsya i vigotovlyayutsya fіrmoyu. In logіstitsі іsnuє bagato elementіv scho toil their Vlasnyi vartіst. Tse transportuvannya, skladuvannya, peremіschennya vantazhіv in furrows virobnitstva toscho. Often when one zmenshennі vartostі s elementіv vartіst іnshogo zrostaє. Napriklad at zbіlshennі kіlkostі skladіv vartіst zberіgannya zrostaє, todі yak vitrati on transportuvannya znizhuyutsya zavdyaki bіlsh blizkomu i zruchnomu roztashuvannyu skladіv on vіdnoshennyu to spozhivachіv.

Fig. 5. Zalezhnіst zagalnoї vartostі od kіlkostі skladіv scho vikoristovuyutsya

Yak bachimo, mіnіmіzatsіya zagalnoї vartostі at vikoristannі 10 skladіv Bring clean Prybutok.

One s klyuchovih elementіv strategії marketing Je nadannya poslug spozhivachevі (customer service concept). Zrozumіlo scho nadmіrno Visokiy rіven poslug generally produces up rіzkogo zrostannya vartostі, at the same hour mіnіmalny rіven servіsu Mauger not zadovolniti spozhivacha th negatively poznachitisya on konkurentospromozhnostі fіrmi. Otzhe, postaє power neobhіdnostі kompromіsu mіzh vartіstyu that rіvnem servіsu. Yak vіdomo, vartіst servіsu ninі rіzko zrosla. So, one s fіrm said scho for zbіlshennya obsyagu postachan s 95 to 100% vartіst poslug їy bring potroїti. Rіshennya about skladuvannya th zberіgannya inventory materіalnih zapasіv, їh transportuvannya potrebuє retelnoї koordinatsії. Dedalі bіlshe fіrm zapochatkovuyut stvorennya postіynih komіtetіv to the warehouse yakih incoming kerіvniki, vіdpovіdalnі for rіznі aspects dіyalnostі, pov'yazanoї s organіzatsієyu tovaroruhu. Taqiy komіtet on svoїh regularly zasіdannyah rozroblyaє rekomendatsії schodo pіdvischennya efektivnostі Sistemi rozpodіlu in tsіlomu. Deyakі fіrmi vklyuchayut to Svoge staff rozpisu Posada vіtse President s tovaroruhu, yaky zdebіlshogo pіdporyadkovuєtsya vіtse s president marketing chi vіtse President s virobnitstva and nerіdko - bezposeredno president. FIRMA koordinuє his dіyalnіst, pov'yazanu s nalagodzhennyam tovaroruhu that marketing dіyalnіst such rank, dwellers in the temple rіvnі zadovolniti rinok.

Canali tovaroruhu Je warehouses rozpodіlchoї logіstiki. Rіshennya about vibіr kanalіv tovaroruhu - odne s nayskladnіshih i nayvіdpovіdalnіshih scho yogo neobhіdno priynyati fіrmі. Cutaneous channel harakterizuєtsya pritamannimi Yomou rіvnyami zbutu that vitrat: addressing specific marketing channel, FIRMA guilty, yak usually vikoristovuvati yogo trivaly hour. Cutaneous FIRMA Got rozrobiti kіlka rinkovih varіantіv (Roads Ahead dosyagnennya market analysis). On vіdmіnu od sale, tsі Roads Ahead yavlyayutsya him channeling s one, EYAD, troma i bіlshe rіvnyami poserednikіv. Formuvannya of chi іnshogo channel vimagaє vivchennya mainly varіantіv yogo mozhlivoї structuring s point Zora type that kіlkostі poserednikіv. Upravlіnnya channel vimagaє selektsії that motivuvannya kvalіfіkovanih poserednikіv. Neobhіdno perіodichno provoditi otsіnku dіyalnostі skin okremogo member channel porіvnyuyuchi yogo kolishnі that ninіshnі pokazniki zbutu. Bіlshіst rozpodіlnikіv proponuyut svoї Flea market analysis through poserednikіv. Cutaneous s them namagaєtsya sformuvati Vlasnyi channel. Channel tovaroruhu - tse chi sukupnіst fіrm okremih osіb, SSMSC take on themselves abo dopomagayut send out to the Pevnyi goods komus іnshomu abo right vlasnostі on Pevnyi goods Chi Hotel on the high road їh od virobnika to spozhivacha. Do not bagatoh pіdpriєmtsіv vistachaє fіnansovih resursіv zdіysnennya for direct marketing. "General Motors", napriklad, prodaє svoї avtomobіlі Relief for 18 tis. Square dilerіv. Navіt for takoї korporatsії Bulo b duzhe vazhko vіdshukati Costa, dwellers vikupiti usі tsі dilerskі pіdpriєmstva. In order for the dwellers Relief Direct Marketing domogtisya funktsіonuvannya ekonomіchnoї Sistemi klasovogo rozpodіlu, Bhagat virobnikam slіd Bulo b Why poserednikami s sale іnshih virobnikіv.

Ale navіt todі, if virobnik i Mauger dozvoliti sobі stvoryuvati vlasnі channeling tovaroruhu, vіn possessed uniquely bіlshy Prybutok, Yakscho zbіlshit kapіtalovkladennya in svіy mainly BIZNES. Yakscho for forecasts virobnitstvo zabezpechit rate pributku in furrows 20% and rozdrіbna torgіvlya tіlki 10% fіrmі bіlsh efektivnosti samostіyno not zaymatisya rozdrіbnoyu torgіvleyu. Vikoristannya poserednikіv poyasnyuєtsya in the main efektivnіstyu їhnoї dіyalnostі schodo zabezpechennya shirokoї dostupnostі product i have been brought up to yogo tsіlovih rinkіv. Zavdyaki svoїm kapіtalam, dosvіdu, spetsіalіzatsії that scale dіyalnostі poseredniki proponuyut fіrmam bіlsh wide range poslug. Fig. 6 filed a diagram of one s basic Jerel ekonomії scho dosyagaєtsya zavdyaki vikoristannyu poserednikіv.

• Umovnі poznachennya:

B - virobnik;

K - klієnt;

A - Quantity kontaktіv (V • K = 3 • 3 = 9);

D - distrib'yutor;

B - kontaktіv Quantity (B + C = 3 + 3 = 6).

So rank distrib'yutor zmenshuє Quantity neobhіdnih directly kontaktіv. Yak three virobniki namagayutsya dosyagti troh klієntіv methods of direct marketing? Tsey varіant potrebuє vstanovlennya dev'yati okremih kontaktіv. Fig. 6 shows funktsіonuvannya takozh troh virobnikіv through one distrib'yutora scho vstanovlyuє Contacts s ​​usіma troma klієntami. Such a system vimagaє vstanovlennya tіlki six kontaktіv. So rank poseredniki dopomagayut skorotiti obsyag robots yak neobhіdno vikonati.

Zavdyaki channel tovaroruhu usuvayutsya trivalі rozrivi hour, Georeferencing is the right vlasnostі, vіdokremlyuyuchi Flea is the Hotel od quiet, hto Bajan bi skoristatisya them. The members of the channel number tovaroruhu vikonuyut duzhe vazhlivih funktsіy. Before them nalezhat: 1) doslіdnitska robot - zbіr Informácie, neobhіdnoї for planuvannya that polegshennya obmіnu; 2) stimulyuvannya zbutu, stvorennya that poshirennya information The product; 3) vstanovlennya kontaktіv - nalagodzhennya that pіdtrimka zv'yazku s postіynimi pokuptsyami; 4) pristosuvannya product - pіdporyadkuvannya yogo vimogam pokuptsіv; 5) Conduct peregovorіv - namagannya uzgoditi tsіni that INSHI minds to act out vikonannya peredachі vlasnostі chi volodіnnya; 6) organіzatsіya tovaroruhu, transportuvannya skladuvannya that product; 7) fіnansuvannya - that vikoristannya koshtіv for pokrittya vitrat; 8) of acceptance riziku - pokladennya on itself vіdpovіdalnostі for funktsіonuvannya channel.

Vikoristannya Perche p'yati funktsіy spriyaє ukladennyu lands and ostannіh troh - Finished quiet, scho vzhe ukladenі. Usіm CIM funktsіyam pritamannі three zagalnі of Quality: stink vimagayut poglinannya defіtsitnih resursіv, often shaping can Buti Realized maintained upstream zavdyaki spetsіalіzatsії, mozhut vikonuvatisya rіznimi channel members. Yakscho їh chastku vikonuє virobnik then yogo vitrati Pevnyi mіroyu zrostayut, otzhe i tsіni toil Buti vischimi. In razі peredachі chastki funktsіy poserednikam vitrati and otzhe i tsіni virobnika - nizhchі. Canali tovaroruhu mozhna oharakterizuvati kіlkіstyu rіvnіv scho їh skladayut. Rіven channel - tse whether yaky poserednik, yaky vikonuє Ti Chi INSHI dії nablizhennya s product is the right to vlasnostі kіntsevogo spozhivacha.

Mіzh marketers i logіstami vinikayut superechki s drive addition to yakoї spheres (marketing chi logіstiki) nalezhit rozpodіlu channel.

Taktichnі organіzatsіynі structural channels rozpodіlu zvichayno not zabezpechuyut іdealnih minds for vikonannya i marketing, i logіstichnih funktsіy. One organіzatsіyna structure Mauger Buti efektivnosti for pіdtrimannya rinkovih land, yak todі іnsha - maintained upstream to logіstichnih operatsіy. Factory, scho abo spriyayut pіdvischennyu znizhennyu zagalnih vitrat logіstiki, іnodі stikayutsya s protirіchchyami, kotrі vplivayut on efektivnіst marketing. Advertising, stimulyuvannya zbutu, nadannya loan, direct sales, and takozh INSHI Elements Marketing od Cauterets deposits zdіysnennya land, vplivayut to require that logіstiki navpaki. All tse potrebuє structural rozpodіlu channel scho bude spriyati marketingovіy i, i logіstichnіy dіyalnostі.

Marketing channel utvoryuyut fіrmi, kotrі take fate in protsesі kupіvlі-sale. Zavdannya marketing tsomu razі - i Venue of peregovorіv, ukladennya kontraktіv that upravlіnnya lands kupіvlі-sale.

Logіstichny channel - tse trammel robochem vzaєmozv'yazkіv, kotrі zabezpechuyut optimally ruh that rozmіschennya zapasіv. Prior warehouse logіstichnih operatsіy incoming takozh transportuvannya, zberezhennya zapasіv, vantazhopererobka, obrobka of order, and, krіm of rіznі Vidi poslug scho stvoryuyut dodatkovu vartіst.

Mozhna zrobiti visnovok scho Lanka channel SSMSC pov'yazanі s fіzichnim rozpodіlom (zberіgannya, transportuvannya, vantazhopererobka, nadannya poslug) vіdnosyatsya to logіstiki and Ti, scho pov'yazanі s processes kupіvlі-sale (zbut, advertising) - up marketing .

Dovzhina channel viznachaєtsya kіlkіstyu promіzhnih rіvnіv. Dekіlka kanalіv rіznoї dovzhini zobrazheno in Fig. 8.

Fig. 8. Canali tovaroruhu rіznih rіvnіv

Channel nulovogo rіvnya skladaєtsya s virobnika, yaky prodaє goods bezposeredno spozhivachu.

Odnorіvnevy channel vklyuchaє a single poserednika. On spozhivchih Rink CIM poserednikom Je rozdrіbny trader, and Rinko tovarіv Promyslova priznachennya - agent Chi Zi zbutu broker.

Dvorіvnevy channel skladaєtsya s dvoh poserednikіv. On spozhivchih Rink such poserednikami that will melt Wholesale rozdrіbny torgovtsі on Rink virobnichogo priznachennya - promislovі distrib'yutori that dealers.

Trirіvnevy channel Got troh poserednikіv. Napriklad have lіsopererobnіy promislovostі mіzh rozdrіbnimi that wholesale traders often dosit stoїt drіbny wholesaler. Drіbnі Wholesalers kupuyut goods from great optovikіv that pereprodayut їh slim pіdpriєmstvam rozdrіbnoї torgіvlі, yakih velikі Wholesalers, yak usually not obslugovuyut.

Іsnuyut channeling s great kіlkіstyu rіvnіv, ale stink traplyayutsya rіdko. H point Zora virobnikіv, denote bіlshe rіvnіv Got channel tovaroruhu, team less then mozhlivostey kontrolyuvati Yogo.