{"id":36558,"date":"2023-12-08T12:23:26","date_gmt":"2023-12-08T12:23:26","guid":{"rendered":"https:\/\/masterskills.org\/blog\/kenh-phan-phoi-distribution-channel-la-gi-ban-chat-va-chuc-nang.html"},"modified":"2023-12-24T21:44:52","modified_gmt":"2023-12-24T14:44:52","slug":"kenh-phan-phoi-distribution-channel-la-gi-ban-chat-va-chuc-nang","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/kenh-phan-phoi-distribution-channel-la-gi-ban-chat-va-chuc-nang.html","title":{"rendered":"K\u00eanh ph\u00e2n ph\u1ed1i (Distribution Channel) l\u00e0 g\u00ec? B\u1ea3n ch\u1ea5t v\u00e0 ch\u1ee9c n\u0103ng"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Revenue Hub)<\/i><\/p>\n<\/div>\n<\/div>\n

K\u00eanh ph\u00e2n ph\u1ed1i (Distribution Channel)<\/font><\/h2>\n

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

K\u00eanh ph\u00e2n ph\u1ed1i trong\u00a0<\/b>ti\u1ebfng Anh g\u1ecdi l\u00e0 Distribution Channel.<\/b><\/p>\n

K\u00eanh ph\u00e2n ph\u1ed1i<\/b> l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c t\u1ed5 ch\u1ee9c v\u00e0 c\u00e1 nh\u00e2n m\u00e0 ng\u01b0\u1eddi b\u00e1n th\u1ef1c hi\u1ec7n b\u00e1n s\u1ea3n ph\u1ea9m cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng ho\u1eb7c kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng.\u00a0<\/p>\n

N\u00f3i c\u00e1ch kh\u00e1c, k\u00eanh ph\u00e2n ph\u1ed1i <\/b>l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c m\u1ed1i h\u1ec7 gi\u1eefa c\u00e1c t\u1ed5 ch\u1ee9c v\u00e0 c\u00e1 nh\u00e2n \u0111\u1ed9c l\u1eadp v\u00e0 ph\u1ee5 thu\u1ed9c l\u1eabn nhau, tham gia v\u00e0o qu\u00e1 tr\u00ecnh \u0111\u01b0a h\u00e0ng h\u00f3a t\u1eeb ng\u01b0\u1eddi s\u1ea3n xu\u1ea5t \u0111\u1ebfn kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng.\u00a0<\/p>\n

B\u1ea3n ch\u1ea5t c\u1ee7a k\u00eanh ph\u00e2n ph\u1ed1i<\/font><\/h3>\n

C\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i t\u1ea1o n\u00ean d\u00f2ng ch\u1ea3y h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5<\/b> t\u1eeb ng\u01b0\u1eddi s\u1ea3n xu\u1ea5t ho\u1eb7c nh\u1eadp kh\u1ea9u qua ho\u1eb7c kh\u00f4ng qua c\u00e1c trung gian th\u01b0\u01a1ng m\u1ea1i \u0111\u1ec3 t\u1edbi ng\u01b0\u1eddi s\u1eed d\u1ee5ng cu\u1ed1i c\u00f9ng.<\/p>\n

Tham gia v\u00e0o k\u00eanh ph\u00e2n ph\u1ed1i c\u00f3 hai nh\u00f3m th\u00e0nh vi\u00ean l\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c ho\u1eb7c c\u00e1 nh\u00e2n:<\/p>\n

Nh\u00f3m th\u1ee9<\/b>\u00a0nh\u1ea5t l\u00e0 c\u00e1c th\u00e0nh vi\u00ean ch\u00ednh th\u1ee9c c\u1ee7a k\u00eanh<\/b>, nh\u1eefng ng\u01b0\u1eddi tr\u1ef1c ti\u1ebfp tham gia v\u00e0o qu\u00e1 tr\u00ecnh mua b\u00e1n v\u00e0 ch\u1ecbu tr\u00e1ch nhi\u1ec7m tr\u01b0\u1edbc k\u1ebft qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a h\u1ec7 th\u1ed1ng k\u00eanh. H\u1ecd bao g\u1ed3m: Nh\u00e0 s\u1ea3n xu\u1ea5t hay nh\u1eadp kh\u1ea9u; c\u00e1c trung gian th\u01b0\u01a1ng m\u1ea1i bao g\u1ed3m nh\u1eefng nh\u00e0 b\u00e1n bu\u00f4n v\u00e0 nh\u1eefng nh\u00e0 b\u00e1n l\u1ebb; nh\u1eefng kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng.\u00a0<\/p>\n

Nh\u00f3m th\u1ee9 hai bao g\u1ed3m c\u00e1c t\u1ed5 ch\u1ee9c b\u1ed5 tr\u1ee3,<\/b> nh\u1eefng ng\u01b0\u1eddi cung c\u1ea5p d\u1ecbch v\u1ee5 marketing chuy\u00ean nghi\u1ec7p cho c\u00e1c th\u00e0nh vi\u00ean ch\u00ednh th\u1ee9c trong k\u00eanh. H\u1ecd l\u00e0m cho qu\u00e1 tr\u00ecnh ph\u00e2n ph\u1ed1i h\u00e0ng h\u00f3a trong k\u00eanh di\u1ec5n ra d\u1ec5 d\u00e0ng nh\u01b0ng l\u1ea1i kh\u00f4ng ch\u1ecbu tr\u00e1ch nhi\u1ec7m v\u1ec1 k\u1ebft qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng cu\u1ed1i c\u00f9ng c\u1ee7a h\u1ec7 th\u1ed1ng k\u00eanh.<\/p>\n

Ch\u1ee9c n\u0103ng c\u1ee7a k\u00eanh ph\u00e2n ph\u1ed1i<\/font><\/h3>\n

Ch\u1ee9c n\u0103ng c\u01a1 b\u1ea3n c\u1ee7a k\u00eanh ph\u00e2n ph\u1ed1i l\u00e0:<\/p>\n

Gi\u00fap \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1ebfn kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng v\u1edbi \u0111\u00fang m\u1ee9c gi\u00e1 h\u1ecd c\u00f3 th\u1ec3 mua, \u0111\u00fang ch\u1ee7ng lo\u1ea1i h\u1ecd c\u1ea7n, \u0111\u00fang th\u1eddi gian v\u00e0 \u0111\u1ecba \u0111i\u1ec3m m\u00e0 h\u1ecd y\u00eau c\u1ea7u<\/b>.\u00a0<\/p>\n

\u0110\u00e3 gi\u1ea3i quy\u1ebft ba m\u00e2u thu\u1eabn c\u01a1 b\u1ea3n gia s\u1ea3n xu\u1ea5t v\u00e0 ti\u00eau d\u00f9ng,<\/b> \u0111\u00f3 l\u00e0:<\/p>\n

(1) M\u00e2u thu\u1eabn gi\u1eefa nhu c\u1ea7u \u0111a d\u1ea1ng nhi\u1ec1u lo\u1ea1i s\u1ea3n ph\u1ea9m nh\u01b0ng v\u1edbi s\u1ed1 l\u01b0\u1ee3ng \u00edt c\u1ee7a c\u00e1c kh\u00e1ch h\u00e0ng v\u1edbi c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t th\u01b0\u1eddng s\u1ea3n xu\u1ea5t m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m c\u1ee5 th\u1ec3 nh\u01b0ng v\u1edbi kh\u1ed1i l\u01b0\u1ee3ng l\u1edbn;\u00a0<\/p>\n

(2) M\u00e2u thu\u1eabn gi\u1eefa vi\u1ec7c s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m th\u01b0\u1eddng \u1edf m\u1ed9t \u0111\u1ecba \u0111i\u1ec3m nh\u01b0ng ti\u00eau d\u00f9ng ch\u00fang l\u1ea1i r\u1ed9ng kh\u1eafp ho\u1eb7c ng\u01b0\u1ee3c l\u1ea1i;\u00a0<\/p>\n

(3) M\u00e2u thu\u1eabn gi\u1eefa th\u1eddi gian s\u1ea3n xu\u1ea5t v\u00e0 th\u1eddi gian ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m kh\u00f4ng tr\u00f9ng kh\u1edbp v\u1edbi nhau.<\/p>\n

M\u1ed9t s\u1ed1 ch\u1ee9c n\u0103ng c\u1ee7a \u0111\u01b0\u01a1c th\u1ef1c hi\u1ec7n b\u1edfi k\u00eanh ph\u00e2n ph\u1ed1i:<\/b><\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
<\/th>\nCh\u1ee9c n\u0103ng<\/th>\n<\/tr>\n<\/thead>\n
Mua<\/td>\nVi\u1ec7c mua h\u00e0ng h\u00f3a c\u1ee7a ng\u01b0\u1eddi b\u00e1n \u0111\u1ec3 s\u1eed d\u1ee5ng ho\u1eb7c b\u00e1n l\u1ea1i<\/td>\n<\/tr>\n
B\u00e1n<\/td>\nTh\u1ef1c hi\u1ec7n b\u00e1n s\u1ea3n ph\u1ea9m t\u1edbi kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng hay nh\u1eefng ng\u01b0\u1eddi mua c\u00f4ng nghi\u1ec7p.<\/td>\n<\/tr>\n
Ph\u00e2n lo\u1ea1i<\/td>\nCh\u1ee9c n\u0103ng chia c\u00e1c lo\u1ea1i h\u00e0ng h\u00f3a kh\u00f4ng \u0111\u1ed3ng nh\u1ea5t th\u00e0nh c\u00e1c nh\u00f3m h\u00e0ng t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u1ed3ng nh\u1ea5t.<\/td>\n<\/tr>\n
T\u1eadp h\u1ee3p<\/td>\nT\u1eadp h\u1ee3p c\u00e1c m\u1eb7t h\u00e0ng t\u01b0\u01a1ng t\u1ef1 t\u1eeb m\u1ed9t s\u1ed1 ngu\u1ed3n t\u1eadp trung l\u1ea1i th\u00e0nh ngu\u1ed3n cung c\u1ea5p \u0111\u1ed3ng nh\u1ea5t l\u1edbn h\u01a1n.<\/td>\n<\/tr>\n
Ph\u00e2n b\u1ed5<\/td>\nPh\u00e2n chia ngu\u1ed3n cung c\u1ea5p h\u00e0ng \u0111\u1ed3ng nh\u1ea5t th\u00e0nh b\u1ed9 ph\u1eadn nh\u1ecf v\u00e0 nh\u1ecf h\u01a1n n\u1eefa.<\/td>\n<\/tr>\n
S\u1eafp x\u1ebfp<\/td>\nT\u1ea1o n\u00ean m\u1ed9t t\u1eadp h\u1ee3p m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 li\u00ean quan v\u1edbi nhau trong s\u1eed d\u1ee5ng.<\/td>\n<\/tr>\n
T\u1eadp trung<\/td>\nT\u1eadp h\u1ee3p s\u1ea3n ph\u1ea9m t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau v\u1ec1 m\u1ed9t \u0111\u1ea7u m\u1ed1i.<\/td>\n<\/tr>\n
T\u00e0i ch\u00ednh<\/td>\nCung c\u1ea5p t\u00edn d\u1ee5ng th\u00fac \u0111\u1ea9y giao d\u1ecbch<\/td>\n<\/tr>\n
D\u1ef1 tr\u1eef<\/td>\nDuy tr\u00ec l\u01b0u kho v\u00e0 b\u1ea3o v\u1ec7 s\u1ea3n ph\u1ea9m \u0111\u1ec3 ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n.<\/td>\n<\/tr>\n
Ph\u00e2n h\u1ea1ng<\/td>\nPh\u00e2n lo\u1ea1i s\u1ea3n ph\u1ea9m th\u00e0nh c\u00e1c c\u1ea5p lo\u1ea1i\u00a0kh\u00e1c nhau tr\u00ean c\u01a1 s\u1edf ch\u1ea5t l\u01b0\u1ee3ng.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Nh\u00e0 qu\u1ea3n tr\u1ecb marketing s\u1ebd quy\u1ebft \u0111\u1ecbnh ph\u00e2n c\u00f4ng ai s\u1ebd th\u1ef1c hi\u1ec7n c\u00e1c ch\u1ee9c n\u0103ng n\u00e0y v\u1edbi m\u1ee9c \u0111\u1ed9 n\u00e0o \u0111\u1ec3 c\u00f3 hi\u1ec7u qu\u1ea3 nh\u1ea5t.<\/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 K\u00eanh ph\u00e2n ph\u1ed1i (ti\u1ebfng Anh: Distribution Channel) l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c t\u1ed5 ch\u1ee9c v\u00e0 c\u00e1 nh\u00e2n m\u00e0 ng\u01b0\u1eddi b\u00e1n th\u1ef1c hi\u1ec7n b\u00e1n s\u1ea3n ph\u1ea9m cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng ho\u1eb7c kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng.\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\/36558"}],"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=36558"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36558\/revisions"}],"predecessor-version":[{"id":68950,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36558\/revisions\/68950"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36558"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36558"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36558"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}