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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/channel-management
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课程名称：渠道管理与零售 课程概述： 本课程旨在帮助学员理解渠道管理和零售如何提升商业绩效。在现代商业环境中，配送策略已成为许多公司的基因，而正确的渠道管理对产品的成功至关重要。制定长期的配送计划需要结合多个核心领域：公司概况、产品组合结构和价格定位、市场进入策略、贸易和零售营销、电子商务以及全球零售管理。 在过去的十年中，科技革命和零售焦点的变化深刻影响了各个行业，使得渠道管理的重要性日益显著。教授Maria Teresa Aranzabal将引导您了解：信息技术革命——包括客户关系管理（CRM）、供应链管理、计划工具、商品和再分配系统等方面的进展；以及零售焦点——明确的零售策略如何成为公司差异化的关键，增强竞争力。 在本课程中，您将学习如何及时了解公司如何将这些要素融入其主要战略指南，并将其作为管理决策过程中的关键点。课程中包含行业专家的访谈及真实案例，帮助确保您的商业能够充分利用这一重要的营销领域。 课程大纲： 1. 分销渠道规划与管理：为什么它们如此重要？ - 结束时，您将了解设计和管理分销渠道的步骤，并能够识别分销渠道中最重要的参与者及其角色。 2. 分销渠道及其演变的格局 - 结束时，您将能够区分各种类型的分销渠道及其间的冲突，并了解应对这些冲突的方法。同时，理解贸易营销的现状、结构、关键参与者及其未来发展。 3. 零售策略与营销组合 - 结束时，您将能够识别零售商类型、零售策略，以及这些零售商如何在竞争中保持优势。同时，您将看到市场营销的4个P（产品、价格、地点、促销）在这些零售策略中的作用。 4. 无国界的零售：零售的新趋势 - 结束时，您将能够识别零售商的各种增长机会，并确定不同情况下最佳的进入策略。您还将了解零售商战略在线存在的重要性以及零售的未来趋势。
Name:Distribution Channel Planning and Management: Why are They so Important?
Description:At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to identify the most important players in distribution channels and their roles.
Name:Distribution Channels and Their Evolving Landscape
Description:At the end of this module you will be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.
Name:The Retail Strategy and Marketing Mix
Description:At the end of this module you will be able to identify types of retailers, retailing strategies and how these retailers maintain competitive advantages over their competition. You will also be able to see the role the 4 P's of marketing play in these retail strategies.
Name:Retailing Without Frontiers: New Trends in Retailing
Description:At the end of this module you will be able to identify various growth opportunities for retailers and determine which entry strategies are best for various circumstances. You will also know the importance of a strategic online presence for retailers and future trends in retailing.
Understand how channel management and retailing can improve performance in your business. Nowadays, a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management. In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management Profesor Maria Teresa Aranzabal guides you through: The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others; and the retail focus: how a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness. In this course you will learn how to stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process. We use interviews with industry experts and give real-life examples of how to ensure your business makes the most of this vital area of marketing.
