8

(channel member)(middlemen)(distributor)

(specialization and division of labor) (overcoming discrepancies) (contact efficiency)

()

M------------------------------------>C M----------------------------->R--->C M---->W-------------------->R--->C M---->W-------->J--------->R--->C

M: W:

J:

R:

C:

/

(8)

(7)

/

Pub KTV

(Marketing system) ()

()

VMS

(HMS, horizontal marketing system)

VMS VMS VMS (relationship VMS)

NikeNike

1. 2.

3. 4.(

) () (

) ( )

5.

1. 2. 3. 4. 5. 6. 7. 8.

1. 2. 3. 4. 5. 6. 7. 8.

1. 2. 3. 4. 5.

1.

2.

3.

4.

=

??

/

1(exclusive dealing)

2(tying contact) A

B B

3(exclusive-territory policy)

VS. VS. VS. VS. VS. VS.

CRM PRM

( )

()

/

()

(Partner)

(channel leadership)

4.

2003 20

20033C

1800

B

A

(horizontal channel conflict):(vertical channel conflict): NikeNiketown (multichannel conflict):

()

*(competing)

*(avoiding)

*(compromising)

*(collaborating)

*(accommodating)

()

PRM

marketing logistics(physical distribution)

SCM (outbound distribution)

(inbound distribution)(reverse distribution)(SCM)

(reverse channel)

-

3PL(1/2) (third-party logistics

(3PL) provider)

3PL(2/2)

3PL

3PL

ATM

Q & A The End

8 3 ()(Marketing system)VMS(channel leadership)4. ()()SCM - 3PL(1/2)3PL(2/2) 57