营销渠道外文翻译(可编辑)

1、营销渠道外文翻译（可编辑）营销渠道外文翻译 外文翻译 原文 Marketing Channel MaterialSource: Sales and market Author: Anne T. Coughlan Channels of distribution means that the goods from the producer to users through the whole process, and set of market sales agencies. Right to use marketing channels, enterprises increased rapid

2、ly in to the consumer products, to expand the sale and accelerate the flow of funds, reduce the flow of the cost. Any business to put your product sell well, you need the right to select product sales outlets. select the distribution of content, there are two aspects : a channel type is selected, bu

3、t choose specific middleman. Affect sales channels to choose factors : product factors, including the size of the unit of productions , weight and volume the size, style and fashion, corruption and ,gm products and product of a product of nuclear technology services, the new product to market factor

4、s, including small ;market size of the purchase and marketing of seasonal and time, and competitive sales channels for enterprises ; of factors, including the company of scale 1Channel type is selected 1 Direct and indirect a sales strategy in marketing. as in trading in the intermediate to classify

5、, and can be divided into direct and indirect sales outlets in the two types of direct channels of distribution. In the use of the integration of the sales mode of operation, the goods from production to consumption, without any intermediate and indirect sales channels mean the goods from the produc

6、tion areas transferred to the users through a middleman in marketing channels. direct sales, marketing. 2 Long and short channel strategy. sales outlets in its length to classify, and length can be divided into several different forms, from production of goods to the users process, a link, the more

7、sales outlets in the longer ; on the contrary, the more short. the consumer goods sales channels and four basic types of the consumers :producers retailers ;producers or consumers agent wholesalers retailers consumers ;the wholesale agent retailers consumers. The industrial. Industrial users. The co

8、mpany decided to adopt an indirect sales strategy, to apply to the length of the channels for making a choice. From saving the circulation of commodities, the social cost of production process again, we should try to reduce the number of intermediate links, choose a channel. However, do not think th

9、at intermediate little as possible, in most cases, wholesaler and retailer is the role of producers could never be replaced. Therefore, the channel strategy is a channel strategy must be integrated into consideration the characteristics of the goods. Marketing channels to disseminate a culture of pa

10、per in the promotion of foreign products and services in the process of marketing channels in the direct or indirect communication and culture. a market regulator should be for marketing channels of some may affect the core values of the negative, of the necessary control and directed at strengtheni

11、ng traditional chinese and the media, marketing channels to promote the peoples living standards improve the positive role. In the marketing theory, specifically directed against cultural research mainly embodied in two aspects: marketing activities of a specific cultural background of consumers is

12、the impact; second, specific cultural environment to marketing activities of the normal operation. From the marketing channels to disseminate the culture of the unique perspective study a foreign culture of chinas national life, the existing theories results are not many. Therefore, this article mai

13、nly for marketing channels of foreign culture and pass transmitted to chinas national life. The potential influence. 2Marketing channels of foreign cultural communication problems raised Marketing channels in a foreign culture of the problem in china who have taken WTO, theories was concern that for

14、eign and the competitiveness of products to china and the impact of and more pertinently bring forward a number of countermeasures. This measure, the focus of the Chinese market is opening up and improves national standards varied gradations of urgency. Then, in the trade concerned about the sort, t

15、he relationship between the lifeblood of some major trades, such as petroleum and stone, and insurance and securities, railway, civil aviation, communications, electricity, telephone and postal, mineral, coal, energy, and weak competitiveness of industries, such as cars, software development, and ho

16、usehold appliances, agricultural and other scholars, is the concern of the object. Then, in the trade concerned about the sort, the relationship between the lifeblood of some major trades, such as petroleum and stone, and insurance and securities, railway, civil aviation, communications, electricity

17、, telephone and postal, mineral, coal, energy, and weak competitiveness of industries, such as cars, software development, and household appliances, agricultural, is the object of attention of scholars. These industries as a sector, is the source of the production process, thus been widely appreciat

18、ed. On the contrary, wholesale and retail industry for their concern is not a lot of research is not quite enough. This is probably due to the wholesale and retail of procedure of sale business links, and as subservient to production activities, is not very important. However, the Chinese market tod

19、ay, an important facts of the people, it is foreign to the wholesalers and retailers in china plays an increasingly important role the growth rate has far exceeded the peoples expectations. Foreign wholesale and retail enterprises of entering china market, is not a bad thing. but a lot of foreign pr

20、oducts and services to the chinese market at the same time, these products and services, with a foreign culture, also be introduced into china. in spite of the most foreign culture conducive to chinas economic and social development, but that do have quite a number of foreign culture and chinese cul

21、ture has exclusivity and replacement. After all, cultural exchanges with inputs are two entirely different ideas: the former was actively looking for a culture in common with the positive side, while the latter is more passive acceptance from the influence of culture. at present, wholesaler and reta

22、iler has become a foreign culture of one of the main channel in foreign culture and their transmission, position and function far more than in chinas foreign funded enterprises, the phenomenon needs to be the height of the chinese market regulator. 3Foreign cultures in marketing channels in the form

23、s of Can be said that any kind of product are more or less include the production of national cultural identity. So long as a human wisdom on the products production processes, the product will be more or less equipped with a cultural characteristics. These features can be easily detected. For examp

24、le, is also a car, not before the assembly are standardized parts, but in a design pattern of the assembly, there is already producing have insisted on the production of the concept and operation of the cultural character. In some countries the car and stable; in some countries the car is convenient

25、 and easy; some of the car styling for speed and performance, others to look and feel. From abroad, some common supplies included cultural features largely in the form and packaging, labeling and the directions, these differences in the cultural objective. and, on a western-style restaurant, custome

26、rs will be more in foreign culture, from the influence of the theory, the process, meals, style and product information, both inside and outside the restaurant was, and various aspects of contents. These areas included in the cultural elements for different levels of the consumer with a degree of in

27、fluence, especially in some teenagers who the customer groups, its influence than the old society. If the chinese market, foreign products are films, television, literature, and the cultural influence will the chinese nation, and the core value will be greater. 译文 营销渠道 资料来源:营销与市场作者:安妮?T科兰 销售渠道是指商品从生

28、产者传送到用户手中所经过的全过程,以及相应设置的市场销售机构。正确运用销售渠道,可以使企业迅速及时的将产品转移到消费者手中,达到扩大商品销售,加速资金周转,降低流动费用的目的。任何一个企业要把自己的产品顺利的销售出去,就需要正确的选择产品的销售渠道。选择销售渠道的内容有两个方面:一是选择销售渠道的类型,而是选择具体的中间商。 影响销售渠道选择的因素有:产品因素,包括单位产品的价值量的大小,产品重量和体积的大小,产品的式样和时尚,产品的腐败性和易腐性,通用产品核定制产品,产品的技术服务程度,新产品的使小;市场因素,包括市场面的大小,用户的购买习惯,市场销售的季节性和时间性,竞争者的销售渠道等;企

29、业本身的因素,包括公司的规模和声誉,管理的能力和经验,销售渠道的控制程度等。 1.销售渠道的类型选择 (1)直接式销售策略和间接式销售策略。按照商品在交易过程中是否经过中间环节来分类,可以分为直接式和间接式销售渠道两种类型。直接式销售渠道是企业采用产销合一的经营方式,即商品从生产领域转移到消费领域时不经过任何中间环节,间接是销售渠道是指商品从生产领域转移到用户手中要经过若干中间商的销售渠道。直接式销售销售及时,中间费用少,便于控制价格,及时了解市场,有利于提供服务等优点,但是此方法使生产者花费较多的投资、场地和人力,所以消费广,市场规模大的商品,不宜采用这种方法。间接销售由于有中间商加入,企业

30、可以利用中间商的知识,经验和关系,从而起到简化交易,缩短买卖时间,集中人力财力和物力用于发展生产,以增强商品的销售能力等作用。 一般来讲,在以下情况下适合采取直接式的销售策略:?市场集中,销售范围小;?技术性高或者制造成本和售后差异大的产品,以及变质或者以破损的商品,使商品,定制品等。?企业自身应该有市场营销技术,管理能力较强,经验丰富,财力雄厚,或者需要高度控制商品的营销情况。 反之,在以下情况下适合采取间接式的销售策略:?市场分散,销售范围广,例如大部分消费品。?非技术性或者制造成本和售价差异小的商品,以及不易变质及非易碎商品,日用品、标准品等。?企业自身缺乏市场营销的技术和经验,管理能力

31、较差,财力薄弱,对其商品和市场营销的控制要求不高。 (2)长渠道和短渠道策略。销售渠道按其长度来分类,可以分为若干长度不同的形式,商品从生产领域转移到用户的过程中,经过的环节越多,销售渠道就越长;反之就越短。消费品销售渠道又四种基本的类型:生产者 消费者;生产者 零售商 消费者;生产者 代理商或者批发商 零售商 消费者;生产者 代理商 批发商 零售商 消费者。工业品销售渠道有三种基本的类型:生产者 工业品用户;生产者 代理商或者工业品经销商 工业品用户;生产者 代理商 工业品经销商 工业品用户。企业决定采用间接式销售策略后,还要对适用渠道的长短做出选择。从节省商品流通费用,加速社会再生产过程的

32、要求出发,应当尽量减少中间环节,选择短渠道。但是也不要认为中间环节越少越好,在多数情况下,批发商的作用是生产者和零售商无法替代的。因此,采用长渠道策略还是短渠道策略,必须综合考虑商品的特点、市场的特点、企业本身的条件以及策略实施的效果等。一般来讲在以下情况下适合采取短渠道销售策略:?从产品的特点来看,易腐、易损、价格贵、高度时尚、新潮、售后服务要求高而且技术性强;?零售市场相对集中,需求数量大;?企业的销售能力强,推销人员素质好,资历雄厚,或者增加的收益能够补偿花费的销售费用。反之,在以下情况下适合采取长渠道策略:?从产品特点来看,非易腐、易损、价格低、选择性不强、技术要求不高;?零售市场较为

33、分散,各市场需求量较小;?企业的销售能力弱,推销人员素质较差,缺乏资金,或者增加的收入不能够补偿多花费的销售费用。 在促销外国产品与服务的过程中,营销渠道在直接或间接地传播着文化。市场监管部门应当对于营销渠道中一些可能影响国民核心价值观的文化负面因素,进行必要的控制和引导,同时加强中国传统又化的传播,使营销渠道能够发挥促进国民生活水平提高的积极作用。 在现有的市场营销理论中,专门针对文化现象的研究主要体现在两个层面:一是营销活动对特定文化背景下的消费者所构成的心理影响;二是特定文化环境对营销活动正常开展所形成的影响。而从营销渠道中文化传播这一独特的视角研究外国文化对中国国民生活的影响,现有的理论成果并不是很多。因此,本文主要探索营销渠道中外国文化传播对中国国民生活的潜在影响力。 2. 营销渠道中外国文化传播问题的提出 在中国加人W?TO时,理论界当时主要关注的问题是外国及其产品的竞争力对中国市场所构成的威胁和冲击,并较有针对性地提出了许多应对措施。这些措施中,重点强调了中国市