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市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品)知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow—Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc。
Marketing Study: Distribution Strategy Distribution strategy is a crucial aspect of marketing that focuses on how products or services are delivered to the target consumers. It plays a significant role in ensuring that the right products reach the right customers at the right time. In this document, we will explore the key concepts and strategies of distribution in marketing.Introduction to Distribution StrategyDistribution strategy refers to the plan and tactics adopted by businesses to ensure effective product flow from the manufacturer or producer to the end consumer. It involves activities such as transportation, warehousing, inventory management, and retailing. Distribution channels are the paths through which products pass from the producer to the consumer.In today’s global market, busin esses have various distribution channels to choose from, including direct sales, retail distribution, e-commerce, and wholesalers. Each channel has its advantages and disadvantages, and businesses need to carefully evaluate their target market, product characteristics, and competition to determine the most suitable distribution strategy.Types of Distribution Channels1.Direct Distribution Channel: In this channel, the manufacturerdirectly sells the product to the end consumer without intermediaries. It allows for better control over branding, pricing, and customer relationships. Directdistribution is commonly observed in industries such as software, onlineservices, and certain manufacturing sectors.2.Indirect Distribution Channel: Indirect distribution involvesintermediaries or middlemen between the manufacturer and the consumer.These intermediaries may include wholesalers, distributors, retailers, andresellers. Indirect distribution channels are commonly used in industries with a wide consumer base, such as consumer goods, electronics, and fast-movingconsumer goods (FMCG).Within the indirect distribution channel, we can further categorize the strategies into three types:•Intensive Distribution: This strategy aims to make the product available in as many retail outlets as possible. It is commonly used for low-cost, impulse purchase products. For example, snack foods and soft drinks aim for widespread availability through intensive distribution.•Selective Distribution: Selective distribution involves choosing specific retailers or distributors to distribute the products. This strategy isoften used for products that require specific positioning or customer service.Examples include high-end cosmetics and luxury goods.•Exclusive Distribution: Exclusive distribution limits distribution to only a few select retailers or distributors. This strategy is frequently employed for luxury or exclusive products, such as high-end watches or designer fashion brands. It creates a sense of scarcity and exclusivity, which can enhance brand image and perceived value.Factors Influencing Distribution StrategySeveral factors influence the selection of a distribution strategy. It is essential to consider these factors to ensure alignment with business objectives and target market characteristics. Here are some key factors to consider:1.Product Characteristics: The nature of the product, its size, weight,perishability, and fragility impact the choice of distribution strategy. Forexample, perishable items require a distribution strategy that minimizes time in transit and ensures freshness upon arrival.2.Market Characteristics:Understanding the target market’s location,size, and preferred shopping habits is crucial. Urban markets may havedifferent distribution dynamics compared to rural or remote areas. Marketsegmentation analysis is necessary to identify the best distribution channels for different market segments.petitor Analysis: Analyzing the distribution strategies ofcompetitors helps businesses identify gaps and opportunities in the market. It can also help in determining the effectiveness of different distribution channels used by competitors.4.Cost Considerations: Distribution strategies have associated costs.Businesses must evaluate the cost implications of each distribution channel, including transportation costs, inventory holding costs, and costs associated with intermediaries.5.Customer Preferences: Understanding customer preferences andconvenience is essential for successful distribution strategies. For example,certain demographics may prefer shopping online, while others may preferbrick-and-mortar stores for the tactile experience.6.Legal and Regulatory Factors: Distribution strategies must complywith legal and regulatory frameworks governing product distribution. Thisincludes issues such as licenses, permits, customs, and trade policies, which can vary across different countries.Implementing an Effective Distribution StrategyTo implement an effective distribution strategy, consider the following steps:1.Market Research: Conduct thorough market research to understandthe target audience, their preferences, and distribution patterns in the industry.Identify potential gaps or opportunities in the market.2.Channel Evaluation: Evaluate different distribution channels basedon market research and factors mentioned earlier. Determine the pros and cons of each channel and their suitability for the product and target market.3.Partner Selection: If selecting indirect distribution channels,carefully choose the appropriate partners, such as wholesalers, distributors, or retailers. Consider their reputation, reach, and alignment with your brandvalues.4.Logistics Planning: Develop a logistics plan to ensure smoothproduct flow throughout the distribution network. This includes transportation, warehousing, inventory management, and order fulfillment processes.5.Channel Integration: In case of multiple distribution channels,integrate the channels to ensure consistent branding, pricing, and customerexperience. The channels should complement each other and create a cohesive brand presence.6.Performance Measurement: Continuously monitor and evaluate theperformance of the distribution strategy. Utilize key performance indicators(KPIs) such as sales volumes, market share, and customer satisfaction to assess the effectiveness of the strategy.ConclusionA well-designed distribution strategy is vital for the success of any marketing effort. It ensures that products or services reach the target customers efficiently and cost-effectively. Businesses need to carefully analyze product characteristics, market conditions, and customer preferences to determine the most suitable distribution channels. Regular evaluation and adjustment of the distribution strategy based on performance metrics enable businesses to stay competitive and agile in a dynamic marketplace.。
Overview of Integrated Channel Marketing In today’s highly competitive marketplace, businesses require effective marketing strategies to reach and engage their target audience. One such strategy is integrated channel marketing, which involves the coordination of multiple marketing channels to deliver a cohesive and impactful message across various touchpoints. This document provides an overview of integrated channel marketing, explaining its benefits, key components, and implementation considerations.Introduction to Integrated Channel MarketingIntegrated channel marketing refers to the synchronized use of various marketing channels, such as advertising, social media, email marketing, content marketing, and more, to deliver a consistent brand message and engage customers at different stages of the ir buyer’s journey. By incorporating multiple channels, businesses can increase their reach, improve customer engagement, and enhance the overall effectiveness of their marketing campaigns.Benefits of Integrated Channel Marketing1. Increased Reach and ExposureIntegrated channel marketing allows businesses to connect with a broader audience by leveraging multiple channels. By targeting customers on different platforms, companies can expand their brand’s reach and increase exposure, ultimately reaching more potential customers.2. Consistent Brand MessagingConsistency is crucial in marketing, and integrated channel marketing ensures that the brand message is consistent across various touchpoints. Whether a customer interacts with the brand through social media, email, or advertising, they should receive a unified message that accurately reflects the brand’s values, identity, and offerings.3. Enhanced Customer EngagementBy utilizing multiple channels, businesses can engage customers at various touchpoints throughout their buyer’s journey. A customer might initially discover a brand through social media, engage with their content through email marketing, and make a purchase through the brand’s website. Integrated channel marketing ensures that customers have multiple opportunities to engage with the brand and build a stronger connection.4. Improved Marketing ROIIntegrated channel marketing allows businesses to optimize their marketing budget by allocating resources to the most effective channels. By analyzing data from different channels, companies can identify which channels generate the most leads, conversions, and overall return on investment (ROI). This data-driven approach enables businesses to focus their resources on the channels that deliver the best results.Key Components of Integrated Channel Marketing1. Planning and StrategySuccessful integrated channel marketing begins with a comprehensive plan and strategy. Businesses need to identify their target audience, set clear marketing objectives, define messaging and positioning, and determine which channels are most effective for reaching their target market. The planning phase should also include a timeline, budget allocation, and performance measurement metrics.2. Coordinated MessagingCoordinated messaging is crucial for integrated channel marketing. Businesses must ensure that their brand message is consistent across all channels, aligning with their brand identity, values, and positioning. This coordination requires close collaboration between different marketing teams to align their messaging and ensure a seamless customer experience.3. Multi-channel IntegrationThe success of integrated channel marketing relies on the integration of different marketing channels. This integration involves connecting various channels, such as social media, email, websites, and offline advertising, to provide a cohesive customer journey. The integration should enable smooth transitions between channels, making it easy for customers to interact with the brand across different touchpoints.4. Data Tracking and MeasurementIntegrated channel marketing requires robust data tracking and measurement to evaluate the effectiveness of each channel and campaign. By analyzing key performance indicators (KPIs), such as click-through rates, conversion rates, customer acquisition costs, and customer lifetime value, businesses can make informed decisions and optimize their marketing efforts.Implementation Considerations1. Resource AllocationImplementing integrated channel marketing requires allocation of resources, both in terms of budget and personnel. Businesses need to ensure that they have sufficient resources to execute marketing campaigns across multiple channels effectively.2. Technology and ToolsIntegrated channel marketing often requires the use of various technology platforms and tools. Businesses need to assess their existing infrastructure and determine if additional tools are necessary for seamless integration and effective management of marketing efforts.3. Team CollaborationCollaboration among different marketing teams, such as social media, email marketing, content creation, and advertising, is crucial for successful integrated channel marketing. Regular communication and coordination are essential to ensure consistent messaging and a seamless customer experience.4. Continuous OptimizationIntegrated channel marketing is an iterative process that requires constant monitoring and optimization. Businesses should regularly review their marketing campaigns, analyze data, and make adjustments to improve the overall performance and returns.ConclusionIntegrated channel marketing is a powerful strategy that enables businesses to reach a wider audience, engage customers across multiple touchpoints, and deliver a consistent brand message. By implementing an integrated channel marketing approach, businesses can enhance their marketing effectiveness, improve customer engagement, and maximize their return on investment. However, successful implementation requires careful planning, coordinated messaging, channel integration, data tracking, and continuous optimization.。
New Trends and Strategies in RetailManagementIntroduction:The retail industry has witnessed significant changes in recent years due to various factors such as advancements in technology, changing consumer behavior, and evolving market dynamics. To stay competitive, retail businesses are continuously adapting and implementing new trends and strategies in their management approach. This article aims to explore some of the latest trends and strategies that have emerged in retail management and their potential impact on the industry.1. Customer-centric Approach:One of the key trends in retail management is shifting towards a customer-centric approach. Retailers are increasingly focusing on understanding their customers' needs, preferences, and shopping behaviors to provide personalized experiences. This includes employing customer relationship management (CRM) systems, data analytics, and social listening tools to gain insights into customer preferences. By tailoring their offerings and services to meet customer expectations, retailers can enhance customer loyalty and drive sales.2. Omnichannel Retailing:Omnichannel retailing has gained significant attention in recent years as more consumers expect a seamless shopping experience across various channels. Retailers are integrating their physical stores, online platforms, mobile apps, and social media presence to offer a consistent and cohesive shopping journey to customers. This trend entails implementing technologies like inventory management systems, order fulfillment solutions, and customer data integration platforms. By providing multiple touchpoints for customers to interact with the brand, retailers can increase customer engagement and improve sales conversion rates.3. Personalization and Customization:Today's consumers seek personalized and customized products and services. Retailers are leveraging technologies like AI, machine learning, and big data analytics to collect and analyze customer data, enabling them to create personalized recommendations, product suggestions, and targeted marketing campaigns. By tailoring offerings based on individual preferences and past purchase behaviors, retailers can enhance the shopping experience, foster customer loyalty, and drive repeat purchases.4. Sustainable Practices:Sustainability has become a crucial aspect of retail management. Consumers are increasingly conscious of environmental concerns and expect brands to adopt ethical and sustainable practices. Retailers are implementing strategies such as eco-friendly packaging, energy-efficient store operations, and responsible sourcing of materials. By embracing sustainability, retailers not only contribute to a better environment but also attract and retain customers who prioritize ethical consumption.5. Enhanced Supply Chain Management:Efficient supply chain management plays a crucial role in retail success. Retailers are investing in technologies like blockchain, Internet of Things (IoT), and real-time inventory tracking to optimize their supply chain operations. These technologies enable better inventory management, timely stock replenishment, and improved warehouse efficiency. By streamlining the supply chain, retailers can reduce costs, minimize stockouts, and enhance customer satisfaction.6. Augmented Reality (AR) and Virtual Reality (VR):AR and VR have emerged as transformative technologies in the retail industry. Retailers are leveraging these technologies to offer immersive shopping experiences, virtual try-ons, and interactive product demonstrations. By implementing AR and VR in-store or through mobile applications, retailers can engage customers in unique ways, increase product visibility, and drive sales.7. Data-driven Decision Making:Data-driven decision making is crucial for retail management in today's competitive landscape. Retailers are using advanced analytics tools and technologies to gain insights into customer behavior, demand patterns, and market trends. By analyzing and interpreting data, retailers can make informed decisions related to inventory management, pricing strategies, marketing campaigns, and store operations. Data-driven decision making enables retailers to stay ahead of the curve and respond quickly to market changes.Conclusion:In the rapidly evolving retail industry, staying updated with new trends and strategies is crucial for success. Retailers must adopt a customer-centric approach, embrace omnichannel retailing, personalize their offerings, promote sustainability, enhance supply chain management, leverage AR and VR technologies, and make data-driven decisions. By implementing these strategies, retailers can effectively navigate the changing retail landscape and meet the evolving expectations of their customers.。
分销渠道管理英语Distribution channel management1. Definition: Distribution channel management refers to the planning, organizing, and controlling of activities involved in the movement and distribution of goods and services from the manufacturer to the end consumer through various intermediaries.2. Importance: Effective distribution channel management is crucial for a company's success as it ensures the right products are available in the right place, at the right time, and in the right condition to meet customer demands. It helps optimize the flow of goods, reduces costs, maximizes sales, and enhances customer satisfaction.3. Types of distribution channels:- Direct distribution: In this channel, the manufacturer sells products directly to the end consumer without any intermediaries. It can be through company-owned stores, e-commerce platforms,or online marketplaces.- Indirect distribution: This channel involves intermediaries such as wholesalers, distributors, agents, or retailers who purchase products from the manufacturer and sell them to the end consumer.4. Distribution channel management process:- Channel design: In this step, companies determine the most suitable distribution channels based on factors such as customer preferences, product characteristics, market reach, and competition. - Channel selection: Once the channels are designed, companies select specific intermediaries or partners who can effectivelydistribute their products. This can involve evaluating their capabilities, market coverage, reputation, and financial stability.- Channel development: After selecting the intermediaries, companies work towards building strong relationships with them through effective communication, training, incentives, and support. This helps in aligning their objectives with the manufacturer's goals.- Channel performance monitoring: Companies constantly monitor the performance of their distribution channels to ensure they are delivering the desired results. Key performance indicators such as sales volume, market share, customer satisfaction, and inventory levels are tracked.- Channel optimization and adjustment: Based on the monitoring results, necessary adjustments and improvements are made to optimize the distribution channel performance. This may involve changes in pricing, promotion, logistics, or even addition/removal of intermediaries.5. Challenges in distribution channel management:- Channel conflict: Conflict can arise between different intermediaries or between the manufacturer and intermediaries due to issues such as pricing, territory, or control over promotions. Efficient management is required to resolve conflicts and maintain relationships.- Channel complexity: Managing multiple distribution channels can be complex, especially for companies operating in diverse markets or targeting different customer segments. Coordination and synchronization require proper planning and execution.- Channel partner selection: Finding the right partners with the necessary capabilities, market knowledge, and commitment to themanufacturer's brand can be challenging. Selecting reliable and trustworthy partners is critical.- Changing customer preferences: As customer preferences and buying behavior evolve, companies must adapt their distribution channels to cater to these changes. This involves understanding customer needs, preferences, and expectations.Overall, effective distribution channel management is essential for companies to ensure their products reach the market efficiently, reach the target customers, and meet their demands effectively. It requires continuous monitoring, evaluation, and adaptation to changing market dynamics.。
Green Marketing - 21st century marketingGreen marketing will become the mainstream of 21st century marketing, it is because the Social strategy of sustainable development calls for green marketing. The strategies for sustainable development refers to the social and economic development must be linked from the environment and social environment, economic construction and resource coordination environment, population growth and social development of the productive forces to adapt in order to ensure the long run strategy of the community to achieve a virtuous cycle of development. However,with the rapid development of the social and economic ，a serious waste of natural resources,destruction of the natural ecological balance and pollutes the environment and adverse social environment,a serious threat to the virtuous circle of the living environment of mankind while creating great wealth for the community,provide material benefits to the consumers and the huge commercial benefits to the enterprise。
产品营销策划方案英文翻译1. IntroductionIn today's highly competitive market, effective product marketing planning is crucial for the success of any business. This proposal aims to outline a comprehensive product marketing plan for our company, focusing on a new product launch. The plan will cover product positioning, target audience analysis, marketing objectives, strategies, and tactics.2. Product PositioningProduct positioning is the process of defining how our product stands out from competitors in the market. This step helps to align our product with the needs and preferences of our target audience. Our new product, XYZ, is a revolutionary smartphone with advanced features and a sleek design. To position it in the market, we will emphasize its unique selling points, such as its cutting-edge technology, user-friendly interface, and durability.3. Target Audience AnalysisUnderstanding our target audience is essential for developing effective marketing strategies. Through market research and analysis, we have identified our primary target audience as tech-savvy individuals aged 18-35, who are early adopters of new technologies and have a higher disposable income. Secondary target audiences include professionals and business executives who value productivity and reliability.4. Marketing ObjectivesOur marketing objectives for the new product launch are:a. Increase brand awareness: We aim to achieve a 30% increase in brand recognition within the first six months of launching the product.b. Generate sales: We aim to achieve $10 million in sales revenue within the first year of product launch.c. Build customer loyalty: We aim to have a customer retention rate of at least 60% after the initial purchase.5. Marketing Strategiesa. Integrated marketing communications: We will utilize a mix of advertising, public relations, social media, and direct marketing to reach our target audience. This will include TV and radio commercials, press releases, influencer partnerships, social media campaigns, and personalized email marketing.b. Strategic collaborations: Partnering with relevant influencers, tech bloggers, and industry experts will help create buzz and generate positive word-of-mouth for our product.c. Product demonstrations: Organizing product demos in tech expos, conferences, and retail outlets will allow potential customers to experience the product firsthand.d. Online presence: Creating a user-friendly website and optimizing it for search engines will ensure that our target audience can easily find information about our product. Additionally, we will leverage social media platforms to engage with our audience and builda community around our brand.6. Marketing Tacticsa. Advertising: We will strategically place advertisements in popular tech magazines, online platforms, and social media channels to raise brand awareness and drive sales.b. Public relations: Issuing press releases and organizing media events will help create media coverage and positive publicity for our product.c. Social media campaigns: Engaging our audience through social media platforms, such as Instagram, Facebook, and Twitter, will allow us to showcase our product, run contests, and gather valuable customer feedback.d. Influencer partnerships: Collaborating with influential tech bloggers and social media personalities will help promote our product to a wider audience and enhance our brand credibility.e. Online reviews: Encouraging customers to leave positive reviews on popular review websites and social media platforms will further strengthen our brand reputation.f. Email marketing: Implementing personalized email marketing campaigns will allow us to nurture leads, drive sales, and keep our customers informed about new product updates and promotions.7. Budget and TimelineWe propose a marketing budget of $2 million for the first year of product launch. This budget will be divided among various marketing activities as follows: 35% for advertising, 20% for public relations, 15% for social media campaigns, 10% for influencer partnerships, 10% for online reviews, and 10% for email marketing. The timeline for the marketing activities will be as follows:- Month 1: Pre-launch activities, including market research, product development updates, and influencer partnerships.- Months 2-3: Advertising and public relations campaigns to generate buzz and anticipation for the product.- Months 4-6: Official product launch accompanied by social media campaigns, product demos, and online reviews.- Months 7-12: Ongoing marketing activities, including email marketing, influencer collaborations, and customer loyalty programs.8. Evaluation and MeasurementTo evaluate the success of our product marketing plan, we will track key performance indicators (KPIs) such as brand recognition, sales revenue, customer retention rates, website traffic, and social media engagement. Monthly and quarterly reports will be generated to monitor these KPIs and make necessary adjustments to the marketing strategies and tactics if needed.In conclusion, this product marketing planning proposal outlines a comprehensive plan for the successful launch of our new product. By effectively positioning the product in the market, targeting the right audience, and implementing a mix of marketing strategies and tactics, our goal is to increase brand awareness, generate sales, and build customer loyalty. With a well-defined budget and timeline, and a robust evaluation process, we are confident that this marketing plan will drive the success of our new product.。
58| 可持续发展经济导刊 2021.01-02可持续商业实践 | SUSTAINABLE BUSINESS PRACTICESPROMOTE SUSTAINABLE DEVELOPMENT OF INDUSTRY WITH STANDARD越来越多的国际品牌商和行业协会将社会责任细化到了各个行业和领域，并形成了行业准入标准或执行标准。
同时，企业也认识到，要想走出世界，一张可持续认证证书就是一块“敲门砖”。
—— 专访T V NORD 亚太区总裁兼大中华区董事长任骏｜本刊记者 李思楚T V NORD（T V 北德）是德国技术监督协会授权的三大认证机构之一。
在超过150年的发展历程中，T V NORD 从最初的压力容器检验，将检验认证服务拓展到工业、能源、铁路、车辆、环境保护等领域，持续致力于解决人类、环境和科技互动过程中出现的挑战，为更安全、更美好的地球而努力。
在数字化、智能化的浪潮下，检验认证机构如何为技术安全保驾护航？企业社会责任的认证标准呈现哪些变化趋势？本刊记者于近期专访了T V NORD 亚太区总裁兼大中华区董事长任骏，为读者带来详细解答。
数字化时代的功能安全：“让我们的世界更安全”是T V NORD 的机构使命。
对于“安全”，T V NORD 有怎样的理解？在当下，您认为，最需要关注的是什么领域的安全？|可持续发展经济导刊 | 任骏：成立152年来，T V NORD 一直致力于解决世界范围内的技术安全问题。
“安全”这一概念，已经从传统的人身安全（Safety）拓展到信息安全（Cybersecurity），而信息安全又可能直接或间接带来人身安全隐患，两者的内涵有着紧密关联。
在车辆领域，大多数强制性认证法规和标准，例如中国的GB国标、欧洲的ECE法规等，其最主要的关注点就是人身安全，而最新的ECE法规体系，已经开始将信息安全的要求包含其中。
迈入2021年，数字化、智能化已成为全球最关注的领域，我们也将目光投入到这些领域的安全问题。
channel marketing工作职责摘要：1.channel marketing 的定义和重要性2.channel marketing 的工作职责3.channel marketing 的实施策略4.channel marketing 的未来发展趋势正文：channel marketing，即渠道营销，是指企业通过各种渠道来推广产品或服务的一种营销方式。
随着市场竞争的加剧，channel marketing 已经成为企业营销战略中不可或缺的一部分。
本文将详细介绍channel marketing 的工作职责、实施策略以及未来发展趋势。
首先，我们来了解一下channel marketing 的工作职责。
channel marketing 的主要职责包括：1.渠道选择与评估：根据企业的产品特点和市场需求，选择合适的销售渠道，并对渠道的绩效进行定期评估。
2.渠道管理：与渠道合作伙伴保持良好的沟通和合作关系，确保渠道的稳定运行。
3.渠道培训与支持：提供渠道合作伙伴必要的产品知识、销售技巧等方面的培训与支持，以提高销售业绩。
4.渠道促销与推广：制定并实施针对渠道合作伙伴的促销活动，以刺激销售增长。
5.渠道信息收集与分析：收集并分析市场和竞争对手的信息，为企业制定营销策略提供数据支持。
接下来，我们来探讨一下channel marketing 的实施策略。
有效的channel marketing 策略应包括以下几个方面：1.合作伙伴筛选：选择有潜力、信誉良好的合作伙伴，建立长期稳定的合作关系。
2.提供渠道支持：为渠道合作伙伴提供充足的产品、技术和销售支持，帮助其提高销售业绩。
3.制定渠道优惠政策：根据渠道合作伙伴的业绩和贡献，制定相应的优惠政策，以激励其提高销售积极性。
4.加强渠道沟通与协作：定期与渠道合作伙伴进行沟通，分享市场信息，共同制定市场策略。
5.渠道培训与发展：定期为渠道合作伙伴提供培训和学习机会，帮助其提高销售技能和业务能力。
Marketing Channel Sustainable Development on Self-organizationJinfu WangSchool of Management, Xi’an Polytechnic University, Xi’an 710048, ChinaE-mail: jinfubest@AbstractMarketing channel plays a key role for the success of an enterprise in gaining competitive edge, markets demanding agility and quick market responsiveness which represent complex phenomena in global competition. To discover the behavior and mechanism of organization, nowadays, more and more people have paid attention to the complexity theory such as self-organization, dissipative structure theory, synergetic theory, etc. The paper introduces the concept of self-organization theories and marketing channel firstly. Then enlightened by the systematical methodology, the paper puts forward the concept of sustainable development of organization on the basis of analyzing the characteristics of self-organization marketing channel. A thorough analysis of the mechanism of marketing channel sustainable development has been made accordingly. Finally, the paper adopts the marketing channel of TCL Group as an example, indicating that the success of TCL Group is mostly due to its effective and efficient self-organized marketing channel.Keywords: Complexity phenomenon, Marketing channel, Self-organization, Sustainable development1. IntroductionThe globalization of economy with more diversified and frequent communion and an increase in customer expectations make a chaotic and complex environment for enterprises. Success or failure for most enterprises is determined by how effectively and efficiently their products are sold through their marketing channel in economic environment described “Complexity phenomena”. But influences of complex factors, problems such as instability and conflict between channel members existed in marketing channel, have become shackles of many enterprises. Given this situation, considerable marketing channel research has focused on interrelationships among an enterprise and its channel members can be managed better. The study points out that agility, reactivity, flexibility and autonomous marketing channel play a key role for the success of an enterprise in gaining competitive edge, markets demanding agility and quick market response in global competition. These are all in accordance with theoretic foundation of self-organization mechanism. There are many articles about self-organization, but most of them focus on supply chain management and application of intra-organization system. To the best of our knowledge, past research has paid little attention to self-organization marketing channel, and empirical studies remain scarce. Indeed, self-organization mechanism may be more prevalent in highly complex and uncertain environment such as marketing channel than in simple intra-organizational system. In other words, marketing channel may produce greater benefits and effectiveness by using self-organization mechanism.The objective of this study is to propose a self-organization framework for marketing channel on the basis of the existing theories, and bring forward the concept of marketing channel sustainable development. Firstly, the theoretical rationale and concept will be presented, the characteristics of self-organization marketing channel will be explained next, followed by the methods and mechanism of marketing channel sustainable development, Finally, a case of marketing channel of TCL group is specialized for empirical research.2. Concept model of SOMC (Self-organizational Marketing Channel)2.1 Marketing ChannelMarketing channel can be defined as the set of external organizations that a firm uses to achieve its distribution objectives. Essentially, a channel is the route, a path, or a conduit, through which products or the value of products flow from the manufacturer to the ultimate user. During the process, the channel members compete and cooperate with the external circumstance constantly. Management and marketing researchers alike contend that the environment is in a constant process of change, so the adaptation behavior of marketing channels is very important, which has been well proved in many relevant articles. Specifically, the structural adaptation and strategies of marketing channels to environmental conditions have been shown to be positively related to organizational performance.In another aspect, there has been a growing interest in the issue of marketing channel focused on the coordination of business activities, which brings the essential of structure of marketing channel and also is concerned with the trust and cooperation relationship among channel members. The objective of this study is to improve the efficiency of157marketing channel in complex distribution channel environment.2.2 Concept of Self-OrganizationSelf-organization is a key concept in complexity theory. According to Tharumarajah, self-organization is defined as the ability of an entity (or a system as an entity incorporating a collection of sub-entities) to adapt itself to prevailing conditions of its environment. Self-organization is also known as the relative agility of an entity, which ensures its optimal function through minimum help or intervention from external (e.g. human operator) or internal (e.g. other entity) components of the system. The Intelligent Manufacturing Systems World Project defines self-organized system as a system that is not coordinated by the exterior. Entities are autonomous and execute the tasks together. Through interaction and mutual comprehension, the sum or the combination of individual tasks allows to manage an order, a good or a service which is more global.Self-organization system must have two aspects. One is spontaneity of internal diversity, the other is instability of internal selectivity in mutual commuting with external environment, maintaining the open state of organization inside or outside. Then the diversified subsystem of organization will compete and cooperate with each other and as a result, a sequence parameter, which coincident with the sequence parameter produced by environment of organization, is produced. The development of self-organization system keeps consistent with the change of environment, which means self-organization has acclimatization.From the above points, we can view that the associated characteristics of self-organization are (1) autonomous, (2) cooperative, (3) transformative. Term of "autonomous" refers to the possible capability to remain its quality or state without outside control; “cooperative” means to maintain stability relationship among subsystem of inter-organization and with the external environment; “transformative” means the existing independent capability.2.3 Conceptual Model of Self-Organization Marketing Channel (SOMC)I.Prigogine, the founder of dissipative structures theory and K.J.Arrow, the Nobel economics prize winner put forward that economic activity is a continuous evolutive complexity system. Subsystems in organization check each other as the external strength to promote each function to be carried out: Design function and framework of organization according to business procedure, every link puts forward the requirements to the upper region and is appraised by lower member at the same time, forming a “self-organized system” characterizing “function coupling” with internal key motivity at last.2.3.1 The Structure and the Mechanism of Marketing Channel.The channel member of traditional marketing channel system have different objectives, which causes the cooperation and scheduling problem in an overwhelming complexity which is often difficult to solve. Even more, flexibility is difficult to achieve in the traditional hierarchical system because of the rigid structure. For this reason, a dynamic approach based on autonomous and explicitly independent systems and is able to evolve in a changing environment is required, and a self-organization and its manner of behavior are emerged in the process of interactions between autonomous entities. This approach gives more flexibility and is more suitable for the modeling and control of complex system. To learn from environment and evolve together with it is the key reason to the survival of the systems in changing environment.The composition principle of the traditional marketing channel and operation process can be simply summarized and shown as a pursuing structure in figure 1. Real line means the connections of members. The output of channel is determined by whole organization, and the performance of each member is determined by plan in advance. The connections among members are single and the relationship is stiff. Therefore, CM (channel member) individual is lack of the right of autonomy and the behaviors of member depend on control management of the manufacturer instead of the relationships with other members and external environment condition.Self-organization requires changing the relationships among channel members and external marketing circumstance. It regards each member as an independent decision-maker, which has the nature of autonomy and can make decision according to one's own interests and environmental change. On the other hand, due to the inseparability of working cost and transaction cost, it is necessary to keep all units as one integrative organization, so as to form an organic whole connected with each other. Dotted line means to set up market relationships, which meets the flexible structure and adaptability to change in the channel organization.2.3.2 The Characteristics of Self-Organization Marketing ChannelThis study introduces the concept of self-organization marketing channel so as to make the sustainable development of channel of distribution become reality. The characteristics of the self-organization marketing channel are concluded as follows.(1) Self-adaptability to the environment. Self-organization system has the ability to reorganize its structure and interactive mode automatically, so as to firm new hierarchical structure and function to adapt to the changing of 158159environment. There’s no fixed system structure and equations but only the advanced learning capacity remained inside the channel of distribution system.(2) Key order-parameter slaved system evolution – In Haken’s synergetic theory, there’s a famous conception called “slaving principle”, which means there always have some key parameters in the complex system, which are called “order-parameter” and change relatively slowly and manage the whole system evolution. The marketing channel system is open, in the process, inside mechanism arose entropy changing (s d i ) and the relationship between system and external circumstance produces system entropy changing (s d e ), so s d s d ds e i +=,0<s d e in the open channel system and s d s d i e >, the result is 0<+=s d s d d e i s , the system becomes orderly from out of order.(3) Cooperation - Self-organization normally means the existence of both emergence of individual behavior of entity and upward flow of behavior and information. The marketing channel system is an organic syntheses. Minimal degree of cooperation must exist among distributed system’s entities to avoid total disorder, which can be provided by different mechanisms like communication, negotiation… The concept of marketing channel self-organization refers to a variety of distinct systemic attributes, such as: self-creation, self-configuration, self-regulation, self-steering, self-maintenance, self-(re-)production, and at the same time, synergic mechanism make the activity of subsystems consistent with the objective of the marketing channel and the integer behavior will be much better.(4) Environment consonancy -There is much difference among subsystems of marketing channel intra-organization, which is away from equilibrium. But the effectiveness among them are quite strong, which gather adequate favorable factors for self-renewing in the process of exchanging substance, energy and information with environment, which is away from equilibrium, to enable the development of self-organization marketing channel, which is supposed to be impossible, becomes possible. Many facts prove that objective of sustainable development of the enterprises becomes true when mutual benefits are achieved and friendly relationships with the correlated marketing circumstances are established.3. The mechanism of marketing channel sustainable development3.1 Concept of Sustainable DevelopmentThe concept of sustainable development is put forward based on the requirements of adaptability to environment for an organization in cruel competition. It refers to that organization should understand and master the characters of developing and changing environment, so as to make it have acclimatization and forecast the developing tendency of environment accordingly. Organization is required to have ability of self-learning and autonomy. The theory foundation is the synergetic theory of Haken, which has two values: masterdom principle and order-parameter. The mathematic formula is:()()[]t t f t u s s ;ξξ= (1) Thereinto,()t s ξmeans stable pattern, ()t u ξmeans unstable pattern. The formula indicates that unstable pattern dominates stable pattern. ()t s ξ changes with ()t u ξ quickly, so the formula of movement process of system is: ()()()()()()s v t s v t s X t s X s ss u u u ¦¦++=ξξ0, (2)()()s v t sss ¦ξ is a gather of stable factors, which have a large number but normally disappear in short time, in the movement process of system. ()()s v t uuu ¦ξ is a gather of unstable factors, which are few and change slowly, in the movement process of system. It keeps system away from equilibrium point, break up the old equilibrium point and establish a new one, pass the unstable point and form another new ordered state. u ξis called order-parameter. Inthis process, the system is restructured by itself, which makes the organization harmonize with the changing environment further. Harmonized relationship formed between organization and environment has mutual benefits, which makes the circumstance become reliable and stable for sustainable development of organization.3.2 The Sustainable Development of Marketing Channel—Mechanism of Self-OrganizationAccording to I. Prigogine, It is fluctuation that makes the system away from instable state in the area near equation where system has the ability to anti-jamming. Departure deduced by fluctuation will disappear through self-attenuation and the stability of system will be recurred after interference. The negative feedback mechanism attenuates the fluctuation, as a result, the system remains in the original ordered stable structure and structure-function is optimized accordingly.Away from equilibrium, in Nonlinear Dynamical Systems, the system is in a unstable stationary state. Some little stochastic fluctuation may be magnified through interactional activities and bring gigantic fluctuation of macrocosm. So the system will get new ordered state from instable state. When environment change strongly, the positive feedback mechanism will magnify the fluctuation and realize the transformation of different macro-stability states, so as to improve the adaptability of system to environment.The relationship between channel members is solid reticulate relationship. Each member forms its own ordered structure in the process of competition, cooperation and self-organization showed in figure 2.4. The empirical study——Marketing channel of TCL GROUPTCL Group is one of the famous corporations in our country specialized in manufacturing and distribution of home electric appliances for over 20 styles and 1,000 varieties. At present, TCL Group has more than 32 sales branch companies, more than 200 business departments and 400 selling centers all over the country. The group starts to implement its global strategy through merging a foreign company successfully. Recent years, it is also succeeded in IT industry such as mobile phone. The above successes are all due to the efficient marketing channel. And more and more people have paid attention to the reforms on marketing channel in TCL frequently.The high-efficient marketing channel is the key factor for the TCL group to achieve leading position in many areas. And also the channel has reflected the requirements of 3C, which are management centralization, data concentration and apply composition. Different organizations and departments can exchange information rapidly. Besides all the channel members have same objective, the typical characteristic of those members is localization and unanimity. Because TCL has integrative order management, visual physical data and intelligent management of supplementary goods, information is transferred effectively among channel members by organizing orders, stock, transportation and plans orderly. The characteristics of the marketing channel of TCL can be concluded in the structure showed in figure 3.1) Integrative order flow: In the process of order flow from end user to manufacturer, each channel member, including sales department, region delivery center and 3PL, can manage the order on the same administration platform. So the relationship between subsystems in channel is harmonious and the cost of the channel is reduced accordingly.2) Logistic information is visual: Through integrated organizing system of logistics, manufacturer and administration department will know the logistic state in each phase, including the present state of the goods and the node products is processed, so the operation of logistics will be improved greatly.3) Intelligent management for supplementary of goods: integrative logistic information platform with effective cooperation between channel members make supplementary of goods is executed intelligently. Each member can estimate and forecast the quantity and frequency of demands for the goods through relevant model. This mechanism reduces the stock in the forepart of the marketing channel without lowering the quality of services and controls the OOS (Out of stocks) effectively at the same time.The effective mechanism of marketing channel in TCL achieves a series of distinct effects: Terminal stock is reduced 40% and the cost of stock is greatly decreased. The quality of the services is improved greatly, especially in delivery. Figures point that, 85% clients receive the goods within 24 hours, 10% clients within 36 hours, and 5% clients within 48 hours. Quick and accurate delivery brings good social image to TCL, therefore, the finance and business situation of TCL Group is improved greatly. So, in a word, the efficient marketing channel is the key important factor to the success of TCL Group.5. ConclusionsThe marketing channel plays a key role in the development of enterprises, but the disorder, complex environment, and diversified objects in traditional channel members make the channel inefficient. Lots of studies analyze cooperation and trust between channel members in order to improve the efficiency. The complexity theory includes self-organization and dissipative structure theory, which are applied to the management and economic science so as to bring new method for solving the problem existed in marketing channel, such as conflict. Through the interaction of the entities, self-organization behavior is firmed and enterprise becomes prosperous in disorder. Self-organization of marketing channel provides flexibility and agility in responding to customer demand shifts. The fundamental premise of this theory is the synchronization represented in multiple autonomous business entities. The paper introduces the self-organization theory into the marketing channel, setting up the concept model of self-organization of marketing channel and concept of marketing channel sustainable development. Its mechanism is developed in the process of simulating the self-organization behavior of marketing channel. It puts forward a new methodology for the management of marketing channel. A paradigm is illustrated to show a successful change from the traditional 160161manufacturing control and planning to a new self-organization. Finally, an empirical study is given to prove the concept model of self-organization of marketing channel sustainable development.Se1f-organization principle is one of important theories in system theory domain, which will become a main methodology in the study of management science, whereas it is always thought to be a little far from the view of application. The paper introduces the new concept model of self-organization of marketing channel, which has both theoretical and practical meaning and is tested by the example of TCL group, therefore, develops a new mechanism of marketing channel sustainable development. In addition, more application research will be done after this to test the concept model further, so as to use it in a wider area.ReferencesA. Thanurnarajah. (1998). A Self-Organizing Model for Scheduling Distributed Autonomous Manufacturing Systems. Cybernetics & Systems ISSN 0196-9722. Volume 29, N.5. Pp. 461-480.Camazine, S, et al. (2001). Self Organization in Biological Systems , Princeton University Press, Princeton, U.S.A. H. Haken. (1978). Synergetics , Springer, Berlin.H. Ulrich and G. J. B. (1984). Probst edited, Self-organization and Management of Social Systems, Insights, Promises, Doubts, and Questions, Springer – Verlag.J. Lorigny, Les. (1992). Systems Autonomes . Dunod, Paris.Kumar, N. (1996). 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