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Jingdong book

渠道革命：三招让你掌控市场通道（简体中文版）

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Jingdong book

渠道革命：三招让你掌控市场通道（简体中文版）

Name: 渠道革命：三招让你掌控市场通道（简体中文版）
Brand: Jingdong book
SKU: 3102010581
Price: 30.32 USD
Availability: OutOfStock

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Content Description

当发现企业的分销渠道体系和大多数企业一样时，你可得提高警惕：这个分销体系很可能是Rube Goldberg模式。在这一模式下，企业拥有多种市场渠道，但这些渠道却没能实现预期功能——既没能服务于企业的顾客，也没能服务于企业供应链中的合作伙伴。众多新技术的出现的确大大简化了企业在分销领域的交易方式和交易流程。但是，大多数公司缺乏必要的管理行动计划，以合理评估整个渠道的活动并加以正确指导。领导力的缺失以及深度内化且有缺陷的分销结构，使得企业在实现渠道改善方面，即便不是完全不可能，也会困难重重。
为了更好地满足顾客需求、提升企业及其渠道伙伴的绩效，企业需要一个渠道管家——这是《渠道革命：三招让你掌控市场通道（简体中文版）》作者积极倡导的一个强有力的新方式。书中指出，身处分销渠道中的任一成员都可承担管家的角色，并创造一个有效的、能持续改进并且实现双赢的渠道战略。

Author Description

卡斯特利·兰根（V.Kasturi Rafigan）是哈佛商学院营销学的马尔科姆·麦克奈尔（Malcolm P.McNair）荣誉教授。他拥有I.I.T（马德拉斯）的工程学士学位和I.I.M（艾哈迈达巴德）的商业硕士学位，而后他又获得了西北大学凯洛格商学院管理学博士学位。兰根教授的商业营销和渠道研究最早发表在一些管理学的杂志上，比如《营销杂志》（Journal of Marketing）、《哈佛商业评论》（Harvard Business Review）、《斯隆管理评论》（Sloan Management Review）、《零售杂志》（Journal ofRetailing）、《管理科学》（Management Science）、《营销科学》（MarketingScience）和《组织科学》（0rganization Science）等。兰根还是《走向市场》（Going to Market）一书的作者之一[与雷蒙德·科里（E.RaymondCorey）和弗兰克·V.塞斯培德斯（Frank V.Cespedes）合著]，这本书介绍了工业产品的分销渠道；《商业营销战略》（Business MarketingStrategy）也是他的著作之一[与本森·P.夏皮罗（Benson P.Shapiro）和罗兰·T.莫里亚蒂（Rowland T.Moriarty）合著]，主要介绍如何跨越生命周期来管理工业产品和市场。兰根最近正在为《零售杂志》和《商对商营销杂志》（Journal of Business-to-Business）写专栏。当然，《营销杂志》上也有他的专栏。他最新的研究就是“渠道管理”，可以使公司转变它们进入市场战略的前沿概念和方法，包含在这本书中。兰根同样积极研究商业角色、非营利组织和非政府组织如何满足低收入消费者的需求和欲望。他已经在这个话题上写了大量的案例研究和文章，而且还是哈佛大学社会企业学院的创始联席主席之一，这个学院的教职人员研究并教授非营利管理带来的挑战。在没有来美国之前，兰根在印度一家大型的跨国公司里担任过好几个销售和营销的职位。他在1983年成为了哈佛商学院的一员，并从此一直住在波士顿地区。玛丽·贝尔（Marie Bell），1993年至今都是哈佛商学院的一名研究助理，在哈佛商学院她已经贡献了超过20个案例研究。她在理解力和实际教学方面贡献良多。在1989年获得哈佛商学院MBA学位之后，她也一直居住在波士顿地区。

Comments

阅读本书的第一章，你就想利用你的公司来勾画、重建、重新布置市场通路。本书中强有力的框架和丰富的公司案例将把公司的视角从渠道管理转变到更有力的渠道管家管理的角度。
——西北大学凯洛格商学院国际营销学教授，菲利普·科特勒

本书关于“渠道管家管理”的概念是一个胜利。设计和管理能够赢得有竞争力的、高利润的营销渠道，管理者必须勾画、建立和修正渠道价值链，调整和影响渠道系统。这是本书内容的核心所在。
——西北大学凯洛格商学院市场营销学荣誉教授，路易斯·斯特恩

你将会喜欢并且从本书获益。作者缜密系统地表明了怎样通过渠道创造价值，采用管家管理渠道的方法将会对供应商和渠道参与方都有益。渠道管理管家的概念能够为成功贯彻执行的公司提供额外回报。
——美世咨询公司总监，亚德里安·斯策沃斯基

本书关于渠道管家管理的突破性概念提供了创新性的视野和一套系统工具，这将给营销专家和CEO提供实践框架，在他们面临由网络扩展的可能性和挑战引起的逐渐增加的复杂问题时学会实施成功的渠道战略。
——哈佛商学院工商管理高级讲师、艾睿电子前主席和CEO，斯蒂芬·考夫曼

Catalogue

致谢
序言
第一章渠道管理的前景
第二章行业勾画
第三章建立和修正渠道价值链I
第四章建立和修正渠道价值链Ⅱ
第五章协同并影响渠道价值链I
第六章协同并影响渠道价值链Ⅱ
第七章管理实践I
第八章管理实践Ⅱ
第九章管理多重渠道
第十章互联网渠道的挑战与机会
第十一章巧妙利用互联网渠道
第十二章渠道管理的战略与实施
注释
参考书目
作者简介

Book Abstract

当到了渠道管理的时候，分销商和零售商对于供应商就拥有一个主要的优势：它们可以提供所有消费者需要的产品和服务。有一些不常被购买的产品和高附加值产品可能直接吸引消费者的注意力，但是消费者需求链上的需要往往超过一个单一供应商能够提供的产品和服务。
这无论对于消费者还是工业产品来说都是真的。就像供应商注意到的一样，带涂层的研磨剂、金属切割液、药品和手术器材，以及其他的MRO产品（用于生产、维修和操作）都是消费者喜欢从分销商处购买的产品，因为分销商将这些产品整合在一起放上了货架。不仅仅是小客户，大客户也是一样，因为他们也珍惜经济领先战略，而将这样的购买行为外包。在许多产业，比如医院的供应商，订单操作和物流的费用几乎和产品的成本一样高，这就是为什么即使加上分销商利润，这样的外包行为依然具有经济性的原因了。当一家中间商可以满足各种不同的需要，并提供一个强有力的价值主张时，那么它获得渠道管理中优势地位的几率就高了许多。
处于需求链的顶端就意味着你必须改变这点了。价值主张必须加进来，而且对于零售商来说这是一个艰巨的挑战。
……

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