1、 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 rapidly in to the consumer
2、 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, but choose specific mid
3、dleman. 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 factors, including small ；
4、 market size of the purchase and marketing of seasonal and time, and competitive sales channels for enterprises ； of factors, including the company of scale 1 . Channel type is selected (1) Direct and indirect a sales strategy in marketing. as in trading in the intermediate to classify, and can be d
5、ivided 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 production areas tra
6、nsferred 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 sales outlet
7、s 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 company dec
8、ided 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 that interm
9、ediate 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 paper in th
10、e 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 strengthening tradit
11、ional 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 the impac
12、t; 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 mainly for m
13、arketing channels of foreign culture and pass transmitted to chinas national life. The potential influence. 2 . Marketing 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 foreign a
14、nd 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, the rel
15、ationship 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 househol
16、d 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, tele
17、phone 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 appreciated. On
18、 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 today, an
19、 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 products
20、 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 culture h
21、as 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 retailer h
22、as 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. 3 . Foreign cultures in marketing channels in the forms o
23、f 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 example,
24、 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 an
25、d 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, customers
26、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 influ
27、ence, 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
28、生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
29、；企业本身的因素，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
30、入，企业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
31、，管理能力较差，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
32、会再生产过程的要求出发，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
33、； 零售市场较为分散，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
34、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，重点强调了中国市场开放的层次性和提高民族素质的紧迫性。那时，在行业关注度排序上，关系国民命脉的一些重要行业，如石油、石化，、保险、证券，铁路、民航，邮电、通信、电力、矿产、煤炭、能源，和一些竞争能力较弱的行业，如汽车、软件开发、机、家电、农业等，是学者们关注的重点对象。这些行业由于都是生产行业，是再
35、生产过程中的源头环节，因而受到广泛的重视。相反，对于批发和零售行业，他们关注的并不是很多，研究的也不是很透。这可能是由于批发与零售属于生产过程结束之后的销售经营环节，因而被认为从属于生产活动，地位 并不是很重要。但是，中国市场经济到今天，一个重要的事实摆在人们面前，那就是外国的批发商和零售商在中国市场中扮演着越来越重要的角色，其发展速度已经远远超出了人们的预料。 大量外国批发与零售企业进人中国市场，并不是一件坏事。但大量外国产品与服务进入中国市场的同时，这些产品与服务的附带品 外国文化，也会随之进人中国。尽管引进的外国文化大多有利于中国经济和社会的发展，但不可否认，确实有相当一部分外国文化，对
36、中国文化具有排斥性和替代性。毕竟文化交流与文化输人是完全不同的两个概念 :前者强调的是主动地寻找文 化中的共同点与积极的一面 ;而后者则是较为被动地接受来自强势文化国家的影响。现阶段，批发商与零售商已经成为外国文化输人的主要渠道之一，他们在传输外国文化方面，地位与作用远远超过了设在中国的外资企业，这种现象需要引起中国市场监管部门的高度重视。 3. 外国文化在营销渠道中的表现形式 可以说，任何一种产品都或多或少地包括了其生产国家的文化特征。只要有了人类的智慧施加于产品生产加工过程之中，所形成的产品就会或多或少地带有一些文化的特点，只是这些特点是否能够被轻易察觉而已。比如，同样是汽车，未总装 之前
37、都是一些标准化的零部件，但是在按照一定的设计样式组装之后，就已经有了生产国所坚持的生产理念和经营文化特点了 :有的国家生产的车宽大而稳重 ;有的国家生产的车简便而轻巧 ;有的车型设计追求速度与性能，有的则追求外观与感受。来自国外的一些普通生活用品所包括的文化特点主要体现在产品的外形及其包装、标签与说明书上，这些不同之处就是文化的客观体现。又如，在一家西式餐馆用餐时，顾客会更多地受到外国文化的影响，这种影响来自于服务的理念、服务的流程、用餐的方式、产品的式样、产品介绍方式、餐馆的内外陈设及各类广告的内容等方面。 这些环节中所包括的文化元素对于不同层次的消费者具有程度各异的影响，特别是对一些青少年顾客群体而言，其影响力远远超过中老年顾客群体。如果进人中国市场的外国产品是电影、电视、文学、作品，则其文化的影响力会更大，因而对于中国国民核心价值观的冲击也会更大。
