Kodak公司在中国民用感光行业的渠道建设
摘要
本文分析了Kodak公司在通过“98协议”提高行业进入壁垒的基础上，如何设计、发展和维护营销渠道，从而形成了其在中国民用感光行业市场中长期的竞争优势。重点讨论了Kodak公司在将产品与服务提供给最终消费者的过程中，如何与相关分销商及行业内外的其他组织、个人联盟，建立一条有效的渠道，通过向最终消费者提供时间、地点等便利性，确保最终客户的满意。同时，对这条渠道加以的维护与控制，保持渠道的畅通，使其能稳定的发展。在这篇论文中，对Kodak公司独创的“九万九当老板”加盟计划进行了重点阐述和分析，正是因为有了这一计划，才使Kodak公司建立起了一条庞大的终端网络。这个网络是Kodak公司赢得市场的根本，也是保障Kodak公司在将来数码大战中取得良好业绩的基础。
在对Kodak公司渠道进行剖析后，本文提出了Kodak公司目前尚存在的一些问题。尤其是如何在如此巨大的终端网络中，进行有效地管理，确保这些终端在激列的市场竞争中能良性地发展是Kodak公司急需解决的问题，这也是很多公司在面对规模和效益时，比较难以决策的问题。本文通过对一些数据的分析和现象的观察，提出了一个解决的模型。Kodak公司目前还面临从传统胶卷行业向数码行业转型的问题，本论文对Kodak公司在目前数码市场中的行业状况进行了分析，提出了在目前的环境中，Kodak公司必须坚持传统胶卷和数码影像“两条腿”走路，逐步将传统的Kodak快速彩扩店(KEX)纳入其数码影像网络(KDN)之中，只有这样，才能使Kodak公司在感光行业中常胜不衰。
Based on the analyzing the Kodak Company advancing the barrier through the "98 contract", the paper focuses on Kodak Company how to design, develop, and maintain the marketing channels so that the company could sustain competitive advantages in consumer imagine industry in China. It emphasize to discuss how to construct an effective channels between the company and the relative distributions and other organizations or individual whether in the industry or out in order that the products and services are available for consumption end-users. The final result of effective marketing channels management is the assurance of end-users satisfaction via the provision of time, place etc. Meanwhile, Kodak Company sustains and controls these channels to keep them smoothly and develop them steadily. The plan that is created by Kodak Company, "to be a boss with 99 thousand" is also detailed and analyzed in this paper. It is the plan that Kodak Company established the huge terminal net. It is the fundamental that the Kodak Company wins the battle in the market. It is the base as well that ensures this company will get good record in the digital field.
This paper offers some problems in Kodak Company after analyzing this company's channels. Especially it is solved critically in Kodak Company to how to manage the huge terminal net effectively to ensure this net to develop healthy. It is a difficult problem to be decided when many companies face scale and beneficial result. This paper puts forward the model to cover this problem through analyzing and observing many situations. This problem exists in Kodak Company that how the traditional film industry is transfered into the digital industry. In this article, the industry situation in digital field is analyzed and the resolving way is offered that this company must insist on walking between the traditional film industry and the digital industry. Kodak Company should put the Kodak Express (KEX) into the Kodak Digital Net (KDN) gradually. Kodak Company want to be green forever in the consumer imagine industry only through it.
在对Kodak公司渠道进行剖析后，本文提出了Kodak公司目前尚存在的一些问题。尤其是如何在如此巨大的终端网络中，进行有效地管理，确保这些终端在激列的市场竞争中能良性地发展是Kodak公司急需解决的问题，这也是很多公司在面对规模和效益时，比较难以决策的问题。本文通过对一些数据的分析和现象的观察，提出了一个解决的模型。Kodak公司目前还面临从传统胶卷行业向数码行业转型的问题，本论文对Kodak公司在目前数码市场中的行业状况进行了分析，提出了在目前的环境中，Kodak公司必须坚持传统胶卷和数码影像“两条腿”走路，逐步将传统的Kodak快速彩扩店(KEX)纳入其数码影像网络(KDN)之中，只有这样，才能使Kodak公司在感光行业中常胜不衰。
Based on the analyzing the Kodak Company advancing the barrier through the "98 contract", the paper focuses on Kodak Company how to design, develop, and maintain the marketing channels so that the company could sustain competitive advantages in consumer imagine industry in China. It emphasize to discuss how to construct an effective channels between the company and the relative distributions and other organizations or individual whether in the industry or out in order that the products and services are available for consumption end-users. The final result of effective marketing channels management is the assurance of end-users satisfaction via the provision of time, place etc. Meanwhile, Kodak Company sustains and controls these channels to keep them smoothly and develop them steadily. The plan that is created by Kodak Company, "to be a boss with 99 thousand" is also detailed and analyzed in this paper. It is the plan that Kodak Company established the huge terminal net. It is the fundamental that the Kodak Company wins the battle in the market. It is the base as well that ensures this company will get good record in the digital field.
This paper offers some problems in Kodak Company after analyzing this company's channels. Especially it is solved critically in Kodak Company to how to manage the huge terminal net effectively to ensure this net to develop healthy. It is a difficult problem to be decided when many companies face scale and beneficial result. This paper puts forward the model to cover this problem through analyzing and observing many situations. This problem exists in Kodak Company that how the traditional film industry is transfered into the digital industry. In this article, the industry situation in digital field is analyzed and the resolving way is offered that this company must insist on walking between the traditional film industry and the digital industry. Kodak Company should put the Kodak Express (KEX) into the Kodak Digital Net (KDN) gradually. Kodak Company want to be green forever in the consumer imagine industry only through it.
引文
1．[美]A．佩恩著．服务营销精要．郑薇译．中信出版社．2003年
2．[美]艾尔·里斯，杰克·特罗特著．营销战．李正栓等译．中国财政经济出版社．2002年
3．白光著．品牌文化：中外品牌案例．中国时代经济出版社．2002年
4．[美]布瑞肯里奇著．品牌的革命．刘雅鹏译．电子工业出版社．2002年
5．陈安之著．21世纪超级行销学．知识出版社．2001年
6．[美]德尔I．霍金斯等著．消费者行为学．符国群等译．第七版．机械工业出版社．2000年
7．董大海著．战略管理．第二版．大连理工大学出版社．2002年
8．[美]科普兰等著．价值评估：公司价值的衡量与管理．郝绍伦等译．第三版．电子工业出版社，2002年
9．李响著．零售经营谋略：策划店铺．民主与建设出版社．2002年
10．陆小华著．整合传媒：传媒竞争趋势与对策．中信出版社．2002年
11．[美]罗森著．营销全凭一张嘴．曹彦博等译．中信出版社．2002年
12．[美]迈克尔·波特著．竞争战略．乔晓东等译．华夏出版社．1998年
13．[美]迈克尔·波特著．竞争优势．夏忠华主译．华夏出版社．1998年
14．[美]雷克汉姆，德文森蒂斯著．销售的革命．陈叙等译．电子工业出版社．2002年
15．牛海鹏等著．销售通路管理．企业管理出版社．1998年
16．[美]菲利普·科特勒著．营销管理：分析、计划、执行和控制．梅汝和等译．第九版．上海人民出版社．1999年
17．[美]菲利普·科特勒著．社会营销．俞利军等译．华夏出版社．2003年
18．[美]菲利普·科特勒著．营销大未来．许云肿译．华夏出版社．1999年
19．[美]菲利斯著．折扣、赠品促销案例大剖析．顾松林译．上海远东出
版社．2002年
20．秦志华，洪向华著．营销经理．中国城市出版社．2002年
21. Alex Miller. STRAGTEGIC MANAGEMENT. 3~(RD) ed. McGraw-Hill Co.,Inc.,1998
22. Henry Mintzberg. THE STRSTEGY PROCESS. Prentice Hall. 1995
23. Henry Mintzberg. STRUCTURE IN FIVE:DESIGNING EFFECTIVE ORGANIZATIONS. Prentice Hall. 1983
24. James Hamill. INTERNATIONAL MARKET ENTRY AND DEVELOPMENT. Prentice Hall. 1989
25. K. Kerwin. THE SHAPE OF A NEW MACHINE. Business Week, July 25,1995
26. Louis W. Stern, AdelI. E1-Ansary, Anne T. Coughtan. MARKETING CHANNELS. Fifth Edition. Prentice Hall. 1999
27. Philip Kolter. MARKETING MANAGEMENT. Ninth Edition. Prentice Hall. 2000
28. Phillip Hastings. MIXED PATTERN OF CHANGE. Financial Times. September 3,1992
29. R.W. Jones, C. Marshall, and T. P. Bergman. CAN A MARKETING CAMPAIGN BE USED TK ACHIEVE PUBLIC POLICY GOAL Journal of Public Policy & Marketing. Spring 1996
30. William H. Newman, James P. Logan, W. Harvey Hegarty. STRATEGY:A MULTILEVER, INTEGRATIVE APPROACH. South-Western Publishing Co.,1989
2．[美]艾尔·里斯，杰克·特罗特著．营销战．李正栓等译．中国财政经济出版社．2002年
3．白光著．品牌文化：中外品牌案例．中国时代经济出版社．2002年
4．[美]布瑞肯里奇著．品牌的革命．刘雅鹏译．电子工业出版社．2002年
5．陈安之著．21世纪超级行销学．知识出版社．2001年
6．[美]德尔I．霍金斯等著．消费者行为学．符国群等译．第七版．机械工业出版社．2000年
7．董大海著．战略管理．第二版．大连理工大学出版社．2002年
8．[美]科普兰等著．价值评估：公司价值的衡量与管理．郝绍伦等译．第三版．电子工业出版社，2002年
9．李响著．零售经营谋略：策划店铺．民主与建设出版社．2002年
10．陆小华著．整合传媒：传媒竞争趋势与对策．中信出版社．2002年
11．[美]罗森著．营销全凭一张嘴．曹彦博等译．中信出版社．2002年
12．[美]迈克尔·波特著．竞争战略．乔晓东等译．华夏出版社．1998年
13．[美]迈克尔·波特著．竞争优势．夏忠华主译．华夏出版社．1998年
14．[美]雷克汉姆，德文森蒂斯著．销售的革命．陈叙等译．电子工业出版社．2002年
15．牛海鹏等著．销售通路管理．企业管理出版社．1998年
16．[美]菲利普·科特勒著．营销管理：分析、计划、执行和控制．梅汝和等译．第九版．上海人民出版社．1999年
17．[美]菲利普·科特勒著．社会营销．俞利军等译．华夏出版社．2003年
18．[美]菲利普·科特勒著．营销大未来．许云肿译．华夏出版社．1999年
19．[美]菲利斯著．折扣、赠品促销案例大剖析．顾松林译．上海远东出
版社．2002年
20．秦志华，洪向华著．营销经理．中国城市出版社．2002年
21. Alex Miller. STRAGTEGIC MANAGEMENT. 3~(RD) ed. McGraw-Hill Co.,Inc.,1998
22. Henry Mintzberg. THE STRSTEGY PROCESS. Prentice Hall. 1995
23. Henry Mintzberg. STRUCTURE IN FIVE:DESIGNING EFFECTIVE ORGANIZATIONS. Prentice Hall. 1983
24. James Hamill. INTERNATIONAL MARKET ENTRY AND DEVELOPMENT. Prentice Hall. 1989
25. K. Kerwin. THE SHAPE OF A NEW MACHINE. Business Week, July 25,1995
26. Louis W. Stern, AdelI. E1-Ansary, Anne T. Coughtan. MARKETING CHANNELS. Fifth Edition. Prentice Hall. 1999
27. Philip Kolter. MARKETING MANAGEMENT. Ninth Edition. Prentice Hall. 2000
28. Phillip Hastings. MIXED PATTERN OF CHANGE. Financial Times. September 3,1992
29. R.W. Jones, C. Marshall, and T. P. Bergman. CAN A MARKETING CAMPAIGN BE USED TK ACHIEVE PUBLIC POLICY GOAL Journal of Public Policy & Marketing. Spring 1996
30. William H. Newman, James P. Logan, W. Harvey Hegarty. STRATEGY:A MULTILEVER, INTEGRATIVE APPROACH. South-Western Publishing Co.,1989
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