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CHNG 6

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NI DUNG CHNG 6

I. Mc tiu & ngha

II.nhngha & Chcnng

III. Cu trc knh phn phi

IV. Xy dng knh phn phi

V. Qun l knh phn phi

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LOGO I. MC TIU V NGHAPHN TCH KNH PHN PHI

Hiu r h thngphn phi ca

doanh nghipvi nhng immnh v im

yu.

Mc tiu

Hon thnh mctiu kinh doanh

ca doanhnghip

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I. MC TIU V NGHAPHN TCH KNH PHN PHI

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em li li th

cnh tranh chodoanh nghip

ngha

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LOGOII. NH NGHA CHC NNGKNH PHN PHI

1. nhngha knh phn phi

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Knhphn phi

Tphpnhng c nhn hay nhngtchckinh doanhphthucln nhau lin quann qu trnh to ra v chuynsnphmhay dchvtngisnxutnngitiu dng.

Phn phi

Phn phi l mt h thng nhm a mtsn phm, dch v hoc mt gii php ntay ngi tiu dng vo thi gian, aim v hnh thc m ngi tiu dngmong mun.

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LOGOII. NH NGHA CHC NNGKNH PHN PHI

2. Chcnng knh phn phi

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Tip xc (Contacts)

Thnglng (Negotiations)

Chia sri ro (Risk sharing)

Chcnnggiao dch

Chcnnghtr

Nghin cu, thng tin (Information)

Cung cp ti chnh (Financing)

Chcnng

hucn

Phn phi hng ha(Physical distribution)

Dtr(Storing)

Phn loi (Classification)

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III. CU TRC KNH PHN PHI

Cc yutcbnphn nh cu trc knh phnphi:

- Chiu di ca knh

- Chiurngca knh

- Cc loi trung gian

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III. CU TRC KNH PHN PHI

1. Chiu di knh phn phi (cp knh)

Biuhinbiscp trung gian c mt trong knh.Trong thc t, ngi ta thng phn loi knh phn

phi theo chiu di ca knh.Chiu di ca knh :

Knh zero cp

Knh 1 cp Knh 2 cp

Knh 3 cp

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III. CU TRC KNH PHN PHI

2. Chiurng knh phn phi (mt knh)

Biuhinbislng cc trung gian micp knh.

Phn loi knh phnphi theo chiurngca knh:

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Knh phn phirng riIntensive

Distribution

Knh phn phichnlcSelective

Distribution

Knh phn phicquynExclusive

Distribution

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III. CU TRC KNH PHN PHI

3. Cc loi trung gian micp knh

micp trung gian

trong knh c th c nhiuloi trung gian thngmicng phnphisnphm.

Cc loi trung gian thng

mi trong knh:- Nh bn s (Wholesalers)

- Nh bn l (Retailers)

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III. CU TRC KNH PHN PHI

3.1 Nh bn s (Wholesalers)

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NH NGHA

Bn s bao gm mi hot ng c lin quan

nvic bn hng ha hay dchv cho nhng

ngi mua bn li hay s dng vo mc

ch kinh doanh.

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III. CU TRC KNH PHN PHI

3.1 Nh bn s (Wholesalers)

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ChcnngTiu th

Khuyn

mi

Mua hng

Phn lhng ha

Tn kho Chuyn ch

Ti tr

Gnh churi ro

Qun l

Tvn

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III. CU TRC KNH PHN PHI

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Phn loi

nh bn s

Ngi bn stht

s

i l & mi

gii Chi nhnh & idin

bn hng ca nh sn

xut

3.1 Nh bn s (Wholesalers)

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III. CU TRC KNH PHN PHI

3.2 Nh bn l (Retailer)

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NH NGHA

Bn l bao gm ttcnhnghotng lin quan

n vic bn hng ha hay dch v trc tip cho

ngi tiu dng cui cng hsdng vo mc

ch c nhn, khng kinh doanh.

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III. CU TRC KNH PHN PHI

3.2 Nh bn l (Retailer)

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Phnloi

Mcphcv

Mt hngkinh

doanh

Phngphp

hotng

Hnh thcshu

Gi bn

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IV. XY DNG KNH PHN PHI

1. Xc nh cc binsnhhngncu trc knh phn

phi

2. Xc nhcu trc knh

3. Xc nhcu trc knh tiu

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IV. XY DNG KNH PHN PHI

1. Cc binsnhhngncu trc knh

- cim khch hng

- cimsnphm- cimca cc trung gian thngmi

- cimvcnh tranh

- cimca doanh nghip- cimca mi trng

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IV. XY DNG KNH PHN PHI

2. Xc nh cc cu trc knh

- Xc nhchiu di ca knh

- Xc nhchiurngca knh- Xc nh cc loi trung gian tham gia vo knh

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IV. XY DNG KNH PHN PHI

3. Lachncu trc knh tiu

Sau khi xc lp cc knh phnphi c thlachn,DN cn phn tch mts yu cut ra cho knhphnphinhmlachnc knh phnphitiu:

- Yu cu baophthtrng

- Yu cuvmciukhin knh- Yu cuv chi ph phnphi

- Yu cuv tnh linh hotca knh

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V. QUN L KNH PHN PHI

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1.

2.Khuyn khch cc thnh vintrong knh

3.

La chn cc thnh vinknh

nh gi hot ng ca ccthnh vin trong knh