{"id":36520,"date":"2023-12-08T12:20:19","date_gmt":"2023-12-08T12:20:19","guid":{"rendered":"https:\/\/masterskills.org\/blog\/cau-truc-kenh-phan-phoi-distribution-channel-structure-la-gi.html"},"modified":"2023-12-24T21:44:41","modified_gmt":"2023-12-24T14:44:41","slug":"cau-truc-kenh-phan-phoi-distribution-channel-structure-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/cau-truc-kenh-phan-phoi-distribution-channel-structure-la-gi.html","title":{"rendered":"C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i (Distribution Channel Structure) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Brands Vietnam)<\/i><\/p>\n<\/div>\n<\/div>\n

C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i (Distribution Channel Structure)<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i<\/b> trong ti\u1ebfng Anh l\u00e0 Distribution Channel Structure.<\/b><\/p>\n

C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i <\/b>l\u00e0\u00a0<\/b>m\u00f4 t\u1ea3 t\u1eadp h\u1ee3p c\u00e1c th\u00e0nh vi\u00ean k\u00eanh c\u00f3 m\u1ed1i quan h\u1ec7 v\u00e0 c\u00e1ch ph\u00e2n chia c\u00f4ng vi\u1ec7c ph\u00e2n ph\u1ed1i v\u1edbi nhau.<\/p>\n

X\u00e1c \u0111\u1ecbnh c\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i<\/font><\/h3>\n

C\u00f3 3 bi\u1ebfn s\u1ed1 x\u00e1c \u0111\u1ecbnh c\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i: Chi\u1ec1u d\u00e0i, chi\u1ec1u r\u1ed9ng v\u00e0 lo\u1ea1i trung gian.<\/p>\n

Chi\u1ec1u d\u00e0i c\u1ee7a k\u00eanh ph\u00e2n ph\u1ed1i\u00a0<\/b><\/p>\n

S\u01a1 \u0111\u1ed3: Nh\u1eefng k\u00eanh ph\u00e2n ph\u1ed1i \u0111i\u1ec3n h\u00ecnh cho h\u00e0ng h\u00f3a ti\u00eau d\u00f9ng\u00a0<\/i><\/p>\n

Nh\u00e0 s\u1ea3n xu\u1ea5t\u00a0 ————————————————————————-> Kh\u00e1ch h\u00e0ng<\/p>\n

Nh\u00e0 s\u1ea3n xu\u1ea5t —————————> Ng\u01b0\u1eddi b\u00e1n l\u1ebb ———————-> Kh\u00e1ch h\u00e0ng<\/p>\n

Nh\u00e0 s\u1ea3n xu\u1ea5t ——> Ng\u01b0\u1eddi b\u00e1n bu\u00f4n ——> Ng\u01b0\u1eddi b\u00e1n l\u1ebb ——–> Kh\u00e1ch h\u00e0ng\u00a0<\/p>\n

Nh\u00e0 s\u1ea3n xu\u1ea5t ———> \u0110\u1ea1i l\u00ed<\/span>\u00a0 ——————-> Ng\u01b0\u1eddi b\u00e1n l\u1ebb ——–> Kh\u00e1ch h\u00e0ng<\/p>\n

Nh\u00e0 s\u1ea3n xu\u1ea5t –> \u0110\u1ea1i l\u00ed<\/span>–> Ng\u01b0\u1eddi b\u00e1n bu\u00f4n –> Ng\u01b0\u1eddi b\u00e1n l\u1ebb\u00a0 –> Kh\u00e1ch h\u00e0ng<\/p>\n

Chi\u1ec1u d\u00e0i c\u1ee7a k\u00eanh ph\u00e2n ph\u1ed1i \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1eb1ng s\u1ed1 c\u00e1c c\u1ea5p \u0111\u1ed9 trung gian c\u00f3 m\u1eb7t trong k\u00eanh. Ngh\u0129a l\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a nh\u00e0 s\u1ea3n xu\u1ea5t \u0111\u1ebfn \u0111\u01b0\u1ee3c tay kh\u00e1ch h\u00e0ng ti\u00eau d\u00f9ng cu\u1ed1i c\u00f9ng th\u00ec ph\u1ea3i qua bao nhi\u00eau kh\u00e2u trung gian.<\/p>\n

K\u00eanh c\u00f3 c\u1ea5u tr\u00fac gi\u00e1n ti\u1ebfp<\/i> (d\u00e0i) c\u00f3 nhi\u1ec1u c\u1ea5p \u0111\u1ed9 trung gian tham gia v\u00e0o k\u00eanh. C\u00e1c lo\u1ea1i c\u00e2u tr\u00fac k\u00eanh \u0111i\u1ec3n h\u00ecnh theo chi\u1ec1u d\u00e0i c\u1ee7a k\u00eanh cho th\u1ecb tr\u01b0\u1eddng h\u00e0ng ti\u00eau d\u00f9ng.<\/p>\n

K\u00eanh tr\u1ef1c ti\u1ebfp<\/i> th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong vi\u1ec7c ph\u00e2n ph\u1ed1i h\u00e0ng h\u00f3a c\u00f4ng nghi\u1ec7p, b\u1edfi ch\u00ednh c\u1ea5u tr\u00fac c\u1ee7a h\u1ea7u h\u1ebft c\u00e1c th\u1ecb tr\u01b0\u1eddng c\u00f4ng nghi\u1ec7p do s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng \u1edf th\u1ecb tr\u01b0\u1eddng c\u00f4ng nghi\u1ec7p \u00edt nh\u01b0ng qui m\u00f4 m\u1ed7i kh\u00e1ch h\u00e0ng l\u1ea1i r\u1ea5t l\u1edbn.\u00a0<\/p>\n

M\u1ed7i ki\u1ec3u k\u00eanh ph\u00e2n ph\u1ed1i theo chi\u1ec1u d\u00e0i c\u1ee7a n\u00f3, v\u1edbi s\u1ed1 c\u1ea5p trung gian c\u00f3 m\u1eb7t trong k\u00eanh x\u00e1c \u0111\u1ecbnh, th\u01b0\u1eddng th\u00edch h\u1ee3p v\u1edbi m\u1ed9t s\u1ed1 s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh. Trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p, doanh nghi\u1ec7p s\u1eed d\u1ee5ng \u0111\u1ed3ng th\u1eddi hai hay nhi\u1ec1u ki\u1ec3u k\u00eanh kh\u00e1c nhau cho c\u00f9ng m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m.<\/p>\n

Ph\u00e2n ph\u1ed1i song song<\/i> hay ph\u00e2n ph\u1ed1i \u0111a k\u00eanh nh\u01b0 v\u1eady th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 \u0111\u1ea1t m\u1ee9c bao ph\u1ee7 th\u1ecb tr\u01b0\u1eddng nhanh ch\u00f3ng. M\u1ed9t y\u00eau c\u1ea7u c\u01a1 b\u1ea3n \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 chu k\u00ec s\u1ed1ng ng\u1eafn hay m\u1ed1t nh\u1ea5t th\u1eddi. Tuy nhi\u00ean, ph\u00e2n ph\u1ed1i song song c\u0169ng c\u00f3 th\u1ec3 l\u00e0 nguy\u00ean nh\u00e2n g\u00e2y n\u00ean xung \u0111\u1ed9t trong k\u00eanh v\u00e0 vi ph\u1ea1m nh\u1eefng qui \u0111\u1ecbnh c\u1ee7a lu\u1eadt ph\u00e1p.<\/p>\n

Chi\u1ec1u r\u1ed9ng c\u1ee7a k\u00eanh ph\u00e2n ph\u1ed1i\u00a0<\/b><\/p>\n

\u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 bao ph\u1ee7 th\u1ecb tr\u01b0\u1eddng t\u1ed1t nh\u1ea5t, doanh nghi\u1ec7p ph\u1ea3i quy\u1ebft \u0111\u1ecbnh s\u1ed1 l\u01b0\u1ee3ng c\u00e1c trung gian \u1edf m\u1ed7i c\u1ea5p \u0111\u1ed9 ph\u00e2n ph\u1ed1i. Doanh nghi\u1ec7p s\u1ebd ph\u1ea3i l\u1ef1a ch\u1ecdn nhi\u1ec1u ph\u01b0\u01a1ng th\u1ee9c ph\u00e2n ph\u1ed1i kh\u00e1c nhau m\u00e0 m\u1ed7i ph\u01b0\u01a1ng th\u1ee9c c\u00f3 s\u1ed1 l\u01b0\u1ee3ng trung gian th\u01b0\u01a1ng m\u1ea1i tham gia v\u00e0o k\u00eanh kh\u00e1c nhau.<\/p>\n

C\u00f3 3 ph\u01b0\u01a1ng th\u1ee9c ph\u00e2n ph\u1ed1i l\u00e0: Ph\u00e2n ph\u1ed1i r\u1ed9ng r\u00e3i, ph\u00e2n ph\u1ed1i ch\u1ecdn l\u1ecdc v\u00e0 ph\u00e2n ph\u1ed1i duy nh\u1ea5t (\u0111\u1ed9c quy\u1ec1n).<\/p>\n

Ph\u00e2n ph\u1ed1i r\u1ed9ng r\u00e3i<\/i> c\u00f3 ngh\u0129a l\u00e0 doanh nghi\u1ec7p b\u00e1n s\u1ea3n ph\u1ea9m qua v\u00f4 s\u1ed1 trung gian th\u01b0\u01a1ng m\u1ea1i \u1edf m\u1ed7i c\u1ea5p \u0111\u1ed9 ph\u00e2n ph\u1ed1i. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, doanh nghi\u1ec7p c\u1ed1 g\u1eafng \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a n\u00f3 t\u1edbi c\u00e0ng nhi\u1ec1u ng\u01b0\u1eddi b\u1ea3n l\u1ebb c\u00e0ng t\u1ed1t.<\/p>\n

Ph\u00e2n ph\u1ed1i duy nh\u1ea5t<\/i> (\u0111\u1ed9c quy\u1ec1n) l\u00e0 ph\u01b0\u01a1ng th\u1ee9c ng\u01b0\u1ee3c v\u1edbi ph\u00e2n ph\u1ed1i r\u1ed9ng r\u00e3i, tr\u00ean m\u1ed7i khu v\u1ef1c th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p ch\u1ec9 b\u00e1n s\u1ea3n ph\u1ea9m qua m\u1ed9t trung gian th\u01b0\u01a1ng m\u1ea1i duy nh\u1ea5t.\u00a0<\/p>\n

Qua vi\u1ec7c giao \u0111\u1ed9c quy\u1ec1n ph\u00e2n ph\u1ed1i, nh\u00e0 s\u1ea3n xu\u1ea5t mong mu\u1ed1n ng\u01b0\u1eddi b\u1ea3n s\u1ebd t\u00edch c\u1ef1c h\u01a1n, \u0111\u1ed3ng th\u1eddi d\u1ec5 d\u00e0ng ki\u1ec3m so\u00e1t ch\u00ednh s\u00e1ch c\u1ee7a ng\u01b0\u1eddi trung gian v\u1ec1 vi\u1ec7c \u0111\u1ecbnh gi\u00e1 b\u1ea3n, t\u00edn d\u1ee5ng, qu\u1ea3ng c\u00e1o v\u00e0 c\u00e1c d\u1ecbch v\u1ee5 kh\u00e1c.<\/p>\n

Ph\u00e2n ph\u1ed1i ch\u1ecdn l\u1ecdc <\/i>n\u1eb1m gi\u1eefa ph\u00e2n ph\u1ed1i r\u1ed9ng r\u00e3i v\u00e0 ph\u00e2n ph\u1ed1i \u0111\u1ed9c quy\u1ec1n ngh\u0129a l\u00e0 doanh nghi\u1ec7p b\u00e1n s\u1ea3n ph\u1ea9m qua m\u1ed9t s\u1ed1 trung gian th\u01b0\u01a1ng m\u1ea1i \u0111\u01b0\u1ee3c ch\u1ecdn l\u1ecdc theo nh\u1eefng ti\u00eau chu\u1ea9n nh\u1ea5t \u0111\u1ecbnh \u1edf m\u1ed7i c\u1ea5p \u0111\u1ed9 ph\u00e2n ph\u1ed1i.\u00a0<\/p>\n

Lo\u1ea1i trung gian trong k\u00eanh ph\u00e2n ph\u1ed1i<\/b><\/p>\n

\u1ede m\u1ed7i c\u1ea5p \u0111\u1ed9 trung gian trong k\u00eanh c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u lo\u1ea1i trung gian th\u01b0\u01a1ng m\u1ea1i tham gia ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m.\u00a0<\/p>\n

Ngo\u00e0i c\u1ea5u tr\u00fac ch\u00ednh th\u1ee9c v\u1edbi c\u00e1c th\u00e0nh vi\u00ean c\u00f3 tham gia mua, b\u00e1n v\u00e0 s\u1edf h\u1eefu h\u00e0ng ho\u00e1, c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i c\u00f2n c\u00f3 c\u1ea5u tr\u00fac b\u1ed5 tr\u1ee3, \u0111\u00f3 l\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c v\u00e0 c\u00e1 nh\u00e2n tr\u1ee3 gi\u00fap cho c\u00e1c th\u00e0nh vi\u00ean k\u00eanh th\u1ef1c hi\u1ec7n c\u00e1c c\u00f4ng vi\u1ec7c ph\u00e2n ph\u1ed1i b\u1eb1ng vi\u1ec7c cung c\u1ea5p cho c\u00e1c th\u00e0nh vi\u00ean k\u00eanh c\u00e1c d\u1ecbch v\u1ee5 ph\u00e2n ph\u1ed1i chuy\u00ean m\u00f4n ho\u00e1 nh\u01b0 c\u00f4ng ty v\u1eadn t\u1ea3i, c\u00f4ng ty b\u1ea3o hi\u1ec3m hay c\u00f4ng ty kho h\u00e0ng, ng\u00e2n h\u00e0ng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb Marketing, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i (ti\u1ebfng Anh: Distribution Channel Structure) l\u00e0 m\u00f4 t\u1ea3 t\u1eadp h\u1ee3p c\u00e1c th\u00e0nh vi\u00ean k\u00eanh c\u00f3 m\u1ed1i quan h\u1ec7 v\u00e0 c\u00e1ch ph\u00e2n chia c\u00f4ng vi\u1ec7c ph\u00e2n ph\u1ed1i v\u1edbi nhau.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36520"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=36520"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36520\/revisions"}],"predecessor-version":[{"id":68931,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36520\/revisions\/68931"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}