[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.scj-cr.cz\/distribucni-kanaly-v-ramci-mezinarodniho-trhu\/#Article","mainEntityOfPage":"https:\/\/www.scj-cr.cz\/distribucni-kanaly-v-ramci-mezinarodniho-trhu\/","headline":"Distribu\u010dn\u00ed kan\u00e1ly v r\u00e1mci mezin\u00e1rodn\u00edho trhu","name":"Distribu\u010dn\u00ed kan\u00e1ly v r\u00e1mci mezin\u00e1rodn\u00edho trhu","description":"Distribuce \u2013jej\u00edm c\u00edlem je zajistit plynul\u00fd pohyb zbo\u017e\u00ed od tuzemsk\u00e9ho v\u00fdrobce a\u017e ke kone\u010dn\u00e9mu spot\u0159ebiteli, kter\u00fd se nach\u00e1z\u00ed na zahrani\u010dn\u00edm trhu. Budov\u00e1n\u00ed mezin\u00e1rodn\u00edch distribu\u010dn\u00edch cest je velice n\u00e1kladnou z\u00e1le\u017eitost\u00ed. Tyto n\u00e1klady se projev\u00ed v\u00a0cen\u011b v\u00fdrobk\u016f. Jedn\u00e1 se o nejm\u00e9n\u011b pru\u017en\u00fd n\u00e1stroj marketingov\u00e9ho komunika\u010dn\u00edho mixu, kter\u00fd v\u0161ak siln\u011b ovliv\u0148uje jeho v\u0161echny ostatn\u00ed prvky. Firma si mus\u00ed […]","datePublished":"2020-09-19","dateModified":"2023-05-29","author":{"@type":"Person","@id":"https:\/\/www.scj-cr.cz\/author\/#Person","name":"","url":"https:\/\/www.scj-cr.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/56990d361a15c60249588fcd5c65556d1c39f993ac5e20b5abce42fd817b46e8?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/56990d361a15c60249588fcd5c65556d1c39f993ac5e20b5abce42fd817b46e8?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"scj-cr.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.scj-cr.cz\/wp-content\/uploads\/img_a314211_w1735_t1524989656.jpg","url":"https:\/\/www.scj-cr.cz\/wp-content\/uploads\/img_a314211_w1735_t1524989656.jpg","height":0,"width":0},"url":"https:\/\/www.scj-cr.cz\/distribucni-kanaly-v-ramci-mezinarodniho-trhu\/","wordCount":496,"articleBody":"Distribuce \u2013jej\u00edm c\u00edlem je zajistit plynul\u00fd pohyb zbo\u017e\u00ed od tuzemsk\u00e9ho v\u00fdrobce a\u017e ke kone\u010dn\u00e9mu spot\u0159ebiteli, kter\u00fd se nach\u00e1z\u00ed na zahrani\u010dn\u00edm trhu. Budov\u00e1n\u00ed mezin\u00e1rodn\u00edch distribu\u010dn\u00edch cest je velice n\u00e1kladnou z\u00e1le\u017eitost\u00ed. Tyto n\u00e1klady se projev\u00ed v\u00a0cen\u011b v\u00fdrobk\u016f. Jedn\u00e1 se o nejm\u00e9n\u011b pru\u017en\u00fd n\u00e1stroj marketingov\u00e9ho komunika\u010dn\u00edho mixu, kter\u00fd v\u0161ak siln\u011b ovliv\u0148uje jeho v\u0161echny ostatn\u00ed prvky. Firma si mus\u00ed definovat svou mezin\u00e1rodn\u00ed distribu\u010dn\u00ed strategii.Aby toho v\u0161ak mohla dos\u00e1hnout, mus\u00ed rozhodnout o n\u00e1sleduj\u00edc\u00edch z\u00e1le\u017eitostech \u20131. Zp\u016fsob distribuce \u2013v\u00a0n\u011bkter\u00fdch p\u0159\u00edpadech se m\u016f\u017ee shodovat s\u00a0formou vstupu firmy na samotn\u00fd mezin\u00e1rodn\u00ed trh. Ne\u017e v\u0161ak podnik zvol\u00ed formu distribuce, mus\u00ed se zam\u011b\u0159it na anal\u00fdzu samotn\u00e9ho trhu, anal\u00fdzu prost\u0159ed\u00ed, anal\u00fdzu podm\u00ednek distribu\u010dn\u00edho kan\u00e1lu.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 P\u0159\u00edm\u00e1 distribuce \u2013firma si zaji\u0161\u0165uje distribuci produkt\u016f sama.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Nep\u0159\u00edm\u00e1 distribuce \u2013firma se rozhoduje mezi subjekty nab\u00edzej\u00edc\u00edmi zprost\u0159edkov\u00e1n\u00ed distribuce produkt\u016f.2. Hustota distribu\u010dn\u00ed s\u00edt\u011b \u2013rozli\u0161uje se intenzivn\u00ed distribuce (produkty denn\u00ed spot\u0159eby), selektivn\u00ed (produkty dlouhodob\u00e9 spot\u0159eby) a exkluzivn\u00ed (luxusn\u00ed a zna\u010dkov\u00e9 produkty). Hustota distribu\u010dn\u00ed s\u00edt\u011b je ovlivn\u011bna \u2013 charakterem zbo\u017e\u00ed, f\u00e1z\u00ed \u017eivotn\u00edho cyklu produktu, kupn\u00edmi zvyky spot\u0159ebitel\u016f, vzd\u00e1lenost\u00ed, pr\u00e1vn\u00edm omezen\u00edm, rozlo\u017een\u00edm popt\u00e1vky, mo\u017enost\u00ed kontroly\u20263. D\u00e9lka distribu\u010dn\u00edch kan\u00e1l\u016f \u2013jedn\u00e1 se o po\u010det distributor\u016f nach\u00e1zej\u00edc\u00edch se v\u00a0distribu\u010dn\u00edm \u0159et\u011bzci. Jestli\u017ee podnik nem\u00e1 vlastn\u00ed distribu\u010dn\u00ed cesty, mus\u00ed distribuci zajistit prost\u0159ednictv\u00edm ciz\u00edch distribu\u010dn\u00edch kan\u00e1l\u016f. Existuj\u00ed 4 zp\u016fsoby:\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Dopl\u0148kov\u00e1 distribuce (piggyback),\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Syst\u00e9m OEM \u2013 vstup do kan\u00e1lu pod obchodn\u00ed zna\u010dkou prodejce.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Joint Venture,\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Strategie uzav\u0159en\u00e9ho distribu\u010dn\u00edho kan\u00e1lu \u2013 osobn\u00ed kontakt a p\u0159ekon\u00e1n\u00ed ned\u016fv\u011bry.\u010c\u00edm je podnik kapit\u00e1lov\u011b siln\u011bj\u0161\u00ed, t\u00edm snaz\u0161\u00ed je zajistit vlastn\u00ed distribu\u010dn\u00ed cesty. N\u00e1klady se \u010dlen\u00ed na n\u00e1klady spojen\u00e9 se vznikem vlastn\u00edch distribu\u010dn\u00edch cest a n\u00e1klady spojen\u00e9 se samotnou distribuc\u00ed. S\u00a0vlastn\u00edmi distribu\u010dn\u00edmi cestami jsou pak spojeny tak\u00e9 n\u00e1klady souvisej\u00edc\u00ed s\u00a0provozem t\u011bchto kan\u00e1l\u016f.4. V\u00fdb\u011br distribu\u010dn\u00edho partnera \u2013je pot\u0159eba vz\u00edt v\u00a0\u00favahu ur\u010dit\u00e9 faktory, mezi kter\u00e9 \u0159ad\u00edme nap\u0159\u00edklad c\u00edle a strategie distribu\u010dn\u00ed firmy, velikost a kapit\u00e1l distribu\u010dn\u00edho partnera, jeho reputaci, zku\u0161enosti, prodejn\u00ed s\u00ed\u0165, vybaven\u00ed, v\u00fdkon, komunikaci, v\u0161eobecn\u00fd postoj\u20265. \u0158\u00edzen\u00ed \u010dlen\u016f distribu\u010dn\u00ed s\u00edt\u011b \u2013jedn\u00e1 se o rozhodnut\u00ed ohledn\u011b motivace zprost\u0159edkovatel\u016f t\u00fdkaj\u00edc\u00ed se zejm\u00e9na v\u00fd\u0161e odm\u011bny, provize, psychologick\u00e9 motivace, apod. Obchodn\u00ed mar\u017ee p\u0159edstavuje v\u00fdznamnou slo\u017eku motivace. Probl\u00e9mem v\u0161ak \u010dasto b\u00fdv\u00e1 koordinace jednotliv\u00fdch \u010dlen\u016f.                                                                                                                                                                                                                                                                                                                                                                                        3.8\/5 - (11 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Distribu\u010dn\u00ed kan\u00e1ly v r\u00e1mci mezin\u00e1rodn\u00edho trhu","item":"https:\/\/www.scj-cr.cz\/distribucni-kanaly-v-ramci-mezinarodniho-trhu\/#breadcrumbitem"}]}]