Logіstika - Kalchenko AG

2.3. SPІVPRATSYA, KONFLІKTI TA KONKURENTSІYA In LOGІSTICHNIH CHANNELS

Mіzh uchasnikami one channel, and takozh mіzh rіznimi channels mozhut sposterіgatisya i rіznі stupenі spіvpratsі, konflіkti that konkurentsіya. Yak usually spіvpratsya characteristic of chlenіv, SSMSC incoming to the warehouse of one channel. Virobniki, wholesalers that rozdrіbnі torgovtsі dopomagayut one single i, zvichayno, tse bring bіlshy Prybutok for skin, nіzh todі, if used stench dіyali poodintsі. Zavdyaki spіvpratsі stench of toil zmogu gostrіshe vіdchuvati, maintained upstream obslugovuvati th povnіshe zadovolnyati tsіlovy rinok. However, in the furrows of the channel nerіdko vinikayut i konflіkti. Іnodі tse buvaє konflіkt mіzh fіrmami one rіvnya. Skazhіmo, bagato dilerіv kompanії "Ford" in Chicago skarzhatsya to those scho deyakі їhnі Colleges have to train mіstі conductive agresivny tsіnovu polіtiku that advertising zbіlshuyuchi svіy zbut.

Konflіktuvati mozhut i predstavniki rіznih rіvnіv that same channel. Napriklad, kіlka rokіv to Winick konflіkt mіzh "General Motors" is the її dealers, if Corporation of Namangan primusiti vikonuvati nastanovi at the Branch tehnіchnogo obslugovuvannya, tsіnoutvorennya i ADs. Konkurentsіya vinikaє mіzh fіrmami i systems, scho namagayutsya obslugovuvati odnі th Ti samі markets Agricultural Art. Primіrom, competitors have borotbі for pokuptsіv Je unіvermagi, shops tovarіv for znizhenimi tsіnami that pіdpriєmstva rozdrіbnoї torgіvlі scho torguyut for directories. The result takoї konkurentsії Je bіlsh wide vibіr tovarіv that poslug, dіapazon tsіn for spozhivacha.

Sposterіgaєtsya i konkurentsіya mіzh integrated system scho rinok obslugovuyut specific. Skazhіmo, spozhivachі mozhut pridbati produkti harchuvannya through traditsіynі channeling rozpodіlu, korporativnі MEREZHI, rozdrіbnih torgovtsіv is the system of companies Gromadska harchuvannya.

When formuvannі channel tovaroruhu neobhіdno zvazhati on poperednі dosyagnennya. FIRMA-Newbie nerіdko Je organіzatsієyu mіstsevogo scale, yak dіє obmezhenomu on market analysis. In zv'yazku s obmezhenіstyu fіnansovih resursіv Won zdebіlshogo koristuєtsya Hotel vzhe іsnuyuchih poserednikіv. And whether Money Does mіstsevomu market analysis Quantity poserednikіv, yak usually Neznachny: kіlka trading agentіv, kіlka optovikіv, kіlka ukorіnenih rozdrіbnih torgovtsіv, kіlka of motor kompanіy i kіlka skladskih of companies. Vibіr maintained upstream kanalіv unlikely chi bude folding handle. Skladnіst polyagatime hіba scho in fact a chi dwellers kіlka poserednikіv perekonalisya in vigіdnostі new product. Yakscho fіrmі-novachku poschastit, їy vdastsya poshiriti his dіyalnіst i on INSHI markets Agricultural Art. When tsomu їy znovu bring pratsyuvati through vzhe іsnuyuchih poserednikіv, scho in rіznih mіstsyah zumovlyuє vikoristannya rіznih kanalіv tovaroruhu. On drіbnih Rink FIRMA Mauger organіzuvati zbut product bezposeredno rozdrіbnim traders on bіlsh great Rink - dіyati through optovikіv. In sіlskіy mіstsevostі Won Mauger spіvpratsyuvati s merchants tovarіv zmіshanogo assortment. In one regіonі Kraina Won Mauger nadavati privіleї poserednikam, oskіlki usі torgovtsі pratsyuyut sama here on Tsikh minds. In іnshomu - zbuvati svіy goods through whether SSMSC torgovelnі organіzatsії, scho will zgodnі zaymatisya tsієyu dіyalnіstyu.

Otzhe system kanalіv rozpodіlu product formuєtsya pid vplivom mіstsevih mozhlivostey she minds.

Ostannіm hour vinikli vertikalnі marketingovі system (IUS) vsuperech traditsіynim rozpodіlu channels. Yak has zaznachalosya, traditsіyny channel rozpodіlu skladaєtsya virobnika s Square, a chi kіlkoh Wholesale is the one abo kіlkoh rozdrіbnih torgovtsіv. Leather channel member - tse okreme pіdpriєmstvo, yak namagaєtsya zabezpechiti sobі Maximum Prybutok, navіt on Skoda otrimannya maximum pributku system in tsіlomu. Zhoden s chlenіv channel not Got Povny chi navіt dostatnogo control dіyalnіstyu Rasht chlenіv. The vertical marketing system Well, navpaki, skladaєtsya s virobnika that one abo kіlkoh rozdrіbnih torgovtsіv, scho yak dіyut єdina system. In tsomu razі one іz chlenіv channel Je abo vlasnikom rozdrіbnih torgovtsіv, abo nadaє їm torgovelnі privіleї, abo Got mozhlivostі zabezpechiti їh Pevnyi spіvpratsyu. Domіnuvati in furrows vertikalnoї marketingovoї Sistemi Mauger virobnik abo, abo wholesaler, abo rozdrіbny trader. Vertikalnі marketingovі Sistemi vinikli yak zasіb control over that channel povedіnkoyu zapobіgannya konflіktam mіzh yogo okremimi members scho pereslіduyut your Meta. Tsі Sistemi ekonomіchnі, s mіtsnimi pozitsіyami on market analysis, viklyuchayut dublyuvannya zusil. Іsnuє three main tipi vertical marketing system:

1) korporativnі - in the furrows korporativnoї Navy poslіdovnі Etap virobnitstva that rozpodіlu perebuvayut in odnoosіbnomu volodіnnі;

2) dogovіrnі - skladayutsya s Square fіrm scho zv'yazanі mіzh him dogovіrnimi vіdnosinami i koordinuyut prog svoєї dіyalnostі for spіlnogo dosyagnennya bіlshoї ekonomії that vischih komertsіynih rezultatіv;

3) kerovanі - koordinuyut dіyalnіst number poslіdovnih etapіv virobnitstva that rozpodіlu tovarіv zavdyaki mogutnostі that one rozmіram s їh uchasnikіv. Virobnik main branded product in zmozі spіvpratsyuvati that dosyagti mіtsnoї pіdtrimki s side promіzhnih prodavtsіv tsogo product.

Їh klasifіkatsіya filed in Fig. 9.

Fig. 9. Vidi vertical marketing system

Logіstichnі Sistemi funktsіonuyut in the minds neviznachenostі, turbulentnostі zovnіshnogo seredovischa kon'yunkturi for market analysis. Tom Tsikh for obstavin neodmіnnoyu yakіstyu logіstichnoї Sistemi Je її zdatnіst to adaptatsії. Visoka nadіynіst that zabezpechennya stіykostі - one s Fundamental printsipіv її funktsіonuvannya.

Schematically funktsії logіstichnoї zobraziti systems can be as follows:

Fig. 10. Funktsії logіstichnoї Sistemi