expanding coverage from perfumery to pharmacythe biotherm case论文

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1、万方数据指导小组成员名单复旦大学(Fudanuniversi锣)PierLuigiDanteDelViscovo意大利罗马LUISSGuid0Carli大学(LuissGui由Carli)2万方数据中文摘要伴随着消费品市场的日益复杂和竞争日趋激烈，一个设计巧妙的分销策略能够为企业带来持续的竞争优势。本文从分销渠道的战略维度展开研究，关注当前最重要的分销策略：分销覆盖范围的扩张。尤其是本文强调了，为了有效提高品牌和客户的合同量，分销覆盖范围的扩张必须区别于原来原本的渠道，为客户提供与品牌价值定位一致的服务。“碧欧泉”案例研究清晰有力地支持论文的结论：分销范

2、围的战略性扩张，更为细致地选择分销渠道转变为药妆品牌，而不仅仅是引入香水销售是碧欧泉解决低脱销的有效方法。关键字：分销范围战略性扩张药妆品牌分销策略分销覆盖范围中图分类号：F735／7573万方数据英文摘要lnaworHwhereconsumergoodsmarke乜aregettingincreasinglycomplexandcompetitiVe，asmartandwell-smdieddis州butions口ategycanturnouttobea口uesourceofsus切inablecompetitiVeadVan切ge．Thes口ateg

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4、nmustbeimplementedindis们butionchannelswhich，whendif俺rentf卜omtheoriginalone，proVidethesamekindandleVelofserviceou中uBtothecustomersandareconsistentwiththebrand’sValueandposinoning．The“Biotherm"caserepresenBaclearands廿ongsupportfbrthisthesis：thes口ategicexpansionofthedis订ibutioncoVer

5、agecouldbeasolutionto“Biotherm”’sprobkmsofbwsell-out，proVidedthatitisinlplementedcarefhllyandchoosingasui切bledis廿ibutionchannelotherthanperfumeries，that，inthiscase，turnedouttobethepharma哆Keywords：dis仃ibu廿ons廿ategys口ate舀cdimensionbrand’sValues口ate舀cexpansionpharmacyCIassificationC

6、ode：F753，7574万方数据目录lndexln廿Oduc廿On⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯6Sec廿onLTheStrategicIncreaseofDisn．ibu廿onCoVerage⋯⋯⋯7·Definitionofdis口ibu廿onchannelS⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯7·Economicjustification⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯8·Actors⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11·Functions⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

7、16·Marke廿ngf10wsandtheefficiencytemphte⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯16·Serviceou中u匹⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯20·Dis口ibutionchanne】Sdesign⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯24·Criteriaf．ordis订ibutionchanneldesign⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯2S·Channeldesignindexes⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯26·Theincreaseofdis口ibutioncoVerage⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

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