제품특성에 따른 물적유통경로선택 분석

박민영,김찬성,박동주,Parichart Pattanamekar,김은미 대한교통학회 2010 大韓交通學會誌 Vol.28 No.1

The study developed physical distribution channel choice models reflecting decision making of the firms and studied how choice decision factors influence selection of distribution channel. The distribution channel survey data in Korea was used to do empirical study. As a choice set, distribution channels were classified into two main choice channels: direct and indirect channels. In addition, indirect channels were classified into other three channels according to the type of intermediate point: distribution center, wholesale store, and agency. This study developed choice models by applying both binary and multinomial logit model with various set of factors. The results showed that the developed logit models seemingly reflect distribution channel choice behaviors. The hypothesis tests on how each factor influences choice of distribution channel were performed and discussed as well. 최근 국내에서는 민간 분야뿐만 아니라 공공물류에의 활용을 위해 좀 더 신뢰성 있고 개선된 화물수요추정방법에 대한 관심이 높아지고 있다. 현재 화물수요분석의 기초자료로 활용되고 있는 지역 간 화물기종점통행량(OD)자료는 각 화물의 생산지와 소비지 사이의 이동과 전환관계가 복잡함에도 불구하고 출발지와 목적지 사이의 환적시설이나 물류시설을 노드로 구분하지 않고 각 존의 물동량에 포함시킴으로써 화물의 정확한 이동이나 전환관계를 파악하지 못하게 하는 한계점을 지니고 있다. 본 연구의 목적은 이러한 인식하에 개별의사결정자인 기업에 의해 이동되는 화물의 물적인 흐름을 분석하기 위한 물적 유통경로 선택모형을 개발하는 것이다. 이는 개별회사의 의사결정에 있어 매우 거시적인 개념이며, 개별의사결정자인 기업이 유통경로를 선택할 때 어떠한 요소를 고려하는 지를 살펴보고자 하였다. 본 연구에서는 2007 화물유통경로조사의 내수화물자료를 중심으로 기초통계분석을 수행하고 물적 유통경로 선택모형을 구축하였다. 또한 구축된 모형이 합리적인지 평가하기 위해 최종모형에 대해 유통경로선택이론을 기초로 가설검증을 수행하고 적중률을 산출하였다. 선정된 최종모형의 가설 검증결과, 제조업체는 유통경로선택시 도착지점의 시장특성, 업종 및 품목특성, 경로특성, 기업의 크기 및 경제력 등을 중요하게 고려하는 것으로 나타났다.

최적의 유통경로 선정을 위한 소비자 행태분석

서선애(Sun Aae Seo),오가영(Ka Young Oh) 한국물류학회 2013 물류학회지 Vol.23 No.1

본 연구는 한국과 중국의 유통경로 선택에 있어서 차이가 있는 지 알아보고 나아가 유통경로가 가지는 네 가지 요인(서비스ㆍ가격ㆍ접근성ㆍ편의성)의 차이가 양국가 간에 있는지 알아보고자 하였다. 또한 나아가 중국 소비자 특성별로 선호유통경로에서 유통경로의 특성의 인지 차이가 발생하는지 분석하여 향후 중국에 진출하고자 혹은 진출한 기업이 유통경로 선택 시 전략적 시사점을 제시하고자 하였다. 상기와 같은 연구 과제를 수행하기 위하여 t-test 및 two-way Anova analysis를 실시하였으며 그 결과 한국은 유통경로의 지속적 이용에 있어서 네가지 요인에 모두 유의한 차이를 보였으나 중국의 경우 접근성과 편의성에서만 유의한 차이를 보이는 것으로 나타났다. 나아가 중국소비자의 인구통계학적 특성별로 성별 및 선호유통경로에 따라서 서비스 요인에 영항을 받으며, 직업과 선호유통경로에 따라 가격의 영향력이 차이가 있는 것을 알 수 있었다. 또한 연령과 소득수준은 접근성에 영향을 주며 연령 및 소득수준과 선호유통경로의 상호효과가 접근성의 영항력이 차이가 있는 것을 알 수 있었다. 마지막으로 선호유통경로에 따라 유통경로의 편의성에 대한 영향력이 달라지며, 연령ㆍ성별ㆍ직업 및 소득수준과 선호유통경로의 상호효과에 따라 편의성의 인지 차이가 있다는 것을 알 수 있었다. The study examines whether there are differences between Korean and Chinese distribution channels and, furthermore, whether there are differences between the four factors(service, cost, accessibility, convenience) belonging to the distribution channels between the two countries. Also, the study aimed at providing a strategic implication for corporations attempting to or which have entered into China when choosing a distribution channel, by analyzing whether a recognition difference regarding distribution channel characteristics for preferred distribution channel exists according to each characteristic of Chinese consumers. In order to carry out the above research assignment, a t-test and two-way anova analysis was conducted, and the results revealed Korea showing significant differences in all four factors regarding the continuous usage of distribution channels, and China showing significant differences only for accessibility and convenience. Moreover, each demographic of chinese consumers were affected by the service factor according to gender and preferred distribution channel, and the study showed that the influence of cost differed according to occupation and preferred distribution channel. Also, age and income level influences accessibility, and the mutual effect between age, gender, occupation, and income level, with preferred distribution channel had a differing influence of accessibility. Lastly, the influence of distribution channel convenience differs according to the preferred distribution channel, and the study showed that there was a recognition difference of convenience according to the mutual effect between age, gender, occupation, and income level, with preferred distribution channel. Therefore, when a international corporation choose a distribution channel, a mix between the four influencing factors and the application of various distribution channels is important for Korea, while for China, the choice of a distribution channel based on accessibility and convenience should precede. Such a difference between the two countries may differ according to the intensity felt toward the consumer distribution channel and the level of industrial development, so a dynamic approach is necessary.

온라인 유통 생태계 프레임워크 개발과 적용방안

이동일(Dong Il Lee),이혜준(Hyejun Lee),최종일(Jong-il Choi) 한국유통학회 2021 流通硏究 Vol.26 No.4

현재의 온라인 유통산업에서는 다양한 경로구성원들이 복잡한 유통기능을 수행하고 있다. 그러나 기존의 온라인 유통경로 관련 연구에서는 전통적인 유통경로만이 존재하던 시기에 정립된 유통기능의 일반론을 지금까지 적용하여 실재 온라인 유통업체들이 수행하고 있는 유통기능을 이해하는 것에 한계가 있다. 또한 온라인 유통경로를 다른 형태의 채널이 하나 추가되는 것으로 인식하여 복잡하고 다양한 경로구조를 단순화시켜 표현함으로써 실제 온라인 유통경로를 충분히 표현하지 못하는 한계점이 관찰된다. 아울러 전통적인 Vaile, Grether and Cox(1952)의 연구에서 제시된 경로구성원만을 포함함으로써 온라인 유통의 발달로 유통기능을 담당하는 경로구성원이 추가되고 세분화되고 있는 최근의 상황을 충분히 반영하지 못하는 한계를 보인다. 따라서 본 연구는 온라인 유통경로에 대한 이해를 높이기 위해 전통적인 유통기능에서 확장된 7개의 유통기능을 제시하고, 이를 수행하는 경로구성원의 구조를 온라인 유통 생태계로 도식화함으로써 온라인 유통산업의 정책 개발에 활용 가능한 프레임워크를 제공하는 것을 목적으로 한다. 이를 위해 문헌연구와 면접, 그리고 서면조사를 통해 첫째, 소비자들의 변화된 서비스 수요(SOD)와 그에 따른 서비스 결과물의 변화를 통해 전통적인 유통기능에서 확장된 7개의 유통기능을 제시하고, 둘째, 실제 온라인 유통경로에 참여하고 있는 구성원을 모두 포함하는 현실적인 온라인 유통 생태계의 도식화를 통해 온라인 유통 플랫폼의 차별적 진화 과정을 설명하며, 마지막으로 이를 통해 실무적, 정책적 활용 방안을 제시한다. In the current online distribution industry, there are various channel members, and they perform complex channel functions. However, existing researches on online distribution channels show limited understanding of current channel functions due to the general theory of channel function theories established in the era of offline traditional distribution channels. Furthermore, the online channels are simply treated as adding another type of channel to the exiting traditional channel systems. In the results, previous studies represent the distribution structure as too simple to analyze the actual reality of hybrid channels. In addition, the previous studies adopted only the general types of channel members such as manufacturers, wholesalers, retailers following the traditional study of Vaile, Greater and Cox(1952). This perspective on the members hurdles the appropriate analysis of the new types of channel members in the new online environment. Therefore, the purpose of this article is to present seven modified channel functions that have been extended from traditional channel functions to enhance understanding of online distribution channel system, and to present the online distribution channel eco-system framework which schematizes the structure and the functions of online distribution channels members. To achieve the purpose of the research, this study used the qualitative research methodology which examined wide range of literature reviews on online channel systems and conducted several in-depth interviews, focus group interviews. First, this study identify the changes in the online consumer behaviors. The expanded channel functions are presented by deriving changes in consumer service output demand(SOD) through changes in consumers" perceptions and behaviors in the online shopping and identifying the core competitiveness of online retailers to respond to them. Traditional distribution companies have conducted several channel functions such as physical possession, ownership, promotion, negotiation, financing, risking, ordering, and payment to match service output level coincide with consumer’s SOD(Valie, Grether and Cox 1952). However, the characteristics of the Internet, such as non-contact, asynchronicity, unlimited space and time, and access to unlimited information, make online distribution channels show different consumer behaviors from traditional distribution channels in the purchase decision-making process. And this make changes the consumer’s SOD(Park 2002; Talarzyk and Widing 1994; Hoffman and Novak 1997). In particular, the adoption of online shopping in daily life has led to the emergence of so-called smart consumers with high online self-efficacy, and their perceptions and behaviors of online shopping are observed differently from previous consumers. In terms of perception, smart consumers tend to focus on self-centered consumption, such as pursuing quality of life and sparing no consumption on tastes and experiences, and show a consumption tendency that gives importance to values, such as having fun or conforming to personal values. And convenience-oriented consumption tendencies are observed in favor of convenient and time-saving services. In terms of behavior, it is characterized by comprehensively searching for information using various media and actively participating in corporate decision-making and communication. These characteristics of smart consumers have changed SOD, and companies have developed core competitiveness to meet SOD, and these are developed into seven extended channel functions. Second, The online distribution channels are schematized as an online distribution eco-system framework. As shown in <Figure 1>, this study suggests that the online distribution ecosystem includes channel participants with new channel functions. Finally, in-depth interviews, focus group interviews, and documentary investigations were conducted to find a practical and policy applicati

농산물 유통채널별 농업경영체의 상품포장재 차별화 및 결정요인 분석

김덕현,이승현,손장환,이수영,이수영 한국상품문화디자인학회 2016 상품문화디자인학연구 Vol.46 No.-

1인 가구 및 핵가족의 증가 등의 소비구조의 변화와 농식품 유통의 다각화로 유통채널별로 적합한 농식품의 포장재가 중요 한 요인이 되고 있다. 물류형태에 따른 포장재 재질과 포장 디자인의 이용실태를 분석하기 위하여 직접유통 농가와 간접유 통 농가 112호를 중심으로 2015년 3월 27일부터 5월 30일까지 설문조사를 실시하였다. 설문 문항의 일반적 특성을 파악 하기 위해 빈도분석과 교차분석을 실시하였고, 가설검증을 위해 독립표본 t-검정과 카이제곱(χ2) 검증을 실시하였다. 분석 결과 H1. 유통 채널별로 포장박스를 구별하여 제작하는 것에 대하여 집단 간의 차이가 있을 것이다는 가설이 채택되어서 간접유통 농가집단 보다 직접유통 농가집단이 포장박스 제작을 유통채널별로 보다 더 구별하여 제작하고 있었다. H2. 포 장박스 제작 시 중요 결정요인에 대하여 집단 간의 차이가 있을 것이다는 가정이 채택되어 간접유통 농가집단과 직접유통 농가집단은 제작 시 중요결정 요인은 유통채널별로 구별하여 제작한다는 것을 알 수 있었다. 따라서 연구결과를 토대로 유 통채널의 다각화에 따른 포장재 활용방안을 제시하면 다음과 같다. 첫째, 택배 물류의 농식품은 소비자가 직접유통 중에서 물류시스템이 더 복잡한 전자상거래로 구입이 많기 때문에 좀 더 견고하게 제작되어야 하고, 비택배 물류의 농식품은 마트 나 상점에서 구입하기 때문에 국립농산물품질관리원 규정을 준수하여 제작되어져야 한다. 둘째, 직접유통의 경우에는 소비 자와 생산자의 상호 신뢰와 면대면을 통해서 거래가 이루어지기 때문에 포장 디자인을 크게 부각해야 할 필요는 없지만 간 접유통의 경우에는 소비자와 생산자의 상호신뢰가 형성되지 않았거나 미흡하기 때문에 포장 디자인을 통한 상품의 우수성 을 강조하여 포장 디자인을 차별화해야 한다. 셋째, 유통채널에 따른 포장재 표기방식에서 부각해야 할 부분을 고려해야 한다. 본 연구는 농식품의 유통채널에 따른 포장재 재질과 포장 디자인의 다양화가 필요하다는 근거를 제시하여 향후 농식 품 포장의 선진화에 바탕이 될 것을 기대한다. With changes in consumption structure such as increase of one man households and emergence of nuclear family and diversification of agricultural product distribution, packing material for agricultural products appropriate for each distribution channel becomes a very important factor. To analyze quality of packing material and utilization status of packing design according to logistics type, a survey was performed on 112 agricultural households being involved with direct or indirect distribution from March 27 to May 30 in 2015. To identify general characteristics of questions, frequency analysis and cross analysis were performed and to verify hypotheses, independent sample tverification and χ2 verification were performed. From the analysis, "H1. There is difference in production of packing boxes according to distribution channel between groups." was accepted and direct distribution farmers produced differentiated packing boxes rather than indirect distribution farmers. "H2. There is difference in important decision factors to decide packing box production between groups." was accepted. It was found that both indirect distribution farmers and direct distribution farmers produced packing boxes differentiating important decision making factors in production by distribution channel. Therefore, the following packing material utilization methods can be proposed based on the study results according to diversification of distribution channels. First, agricultural products which are sent through parcel service are usually purchased through e‐commerce which has more complicated logistics system. Therefore, packing should be more robust. Non‐parcel serviced agricultural products are purchased in Marts or Stores so the packing should be produced according to the regulations of National Agricultural Products Quality Management Service. Second, in case of direct distribution, the transactions are made through mutual trust and faceto‐ face transaction between consumers and producers. Thus, it is not necessary to highlight packing design but in case of indirect distribution there is no or little mutual trust between producers and consumers. Therefore, differentiated packing design highlighting excellence of the product is necessary. Third, we need to consider what should be highlighted in the packing material for each distribution channel. As this study presented grounds why packing materials and packing design should be diversified according to distribution channel, it is expected to be a ground to advance and develop agricultural food product packing in the future.

Distribution Channel Model for Hotel Revenue Management: Lessons from Hoteliers and E-Intermediaries

IBRAHIM, Niko,PUTRA, Panca O. Hadi,HANDAYANI, Putu Wuri Korea Distribution Science Association 2022 유통과학연구 Vol.20 No.2

Purpose: Understanding the distribution channel is a foundational element of successful hotel revenue management. This study aims to assess hotel distribution network partnerships and develops a model that can be utilized to ensure hoteliers are not becoming increasingly reliant on a single channel, optimize their market exposure, and maximize their portion of the overall worth of the network. Research design, data and methodology: This study utilizes a grounded theory approach to form a theoretical model by analyzing and examining the current practice of hotel distribution management through interviews with 15 stakeholders in Indonesia, such as hoteliers, online travel agents, wholesalers, and connectivity managers. Results: Based on data analysis, we describe hotel distribution elements, revenue team, managed channels, and channel prioritization for a different type of hotel. Finally, we propose a distribution channel model that comprises hotel teams, customer types, indirect channels, and direct channels. Conclusions: The model contributes to the literature by exploring the options of distribution channels for various hotel types to support hotel revenue management practice. By utilizing our model, practitioners can have a complete picture regarding the strategic choice of the channel by considering their hotel capacity and market target.

화훼도매 온라인 거래처리 시스템을 통한 유통경로 개선방안 연구: (주)플로마켓 사례

이승창,안성혁 한국유통과학회 2010 유통과학연구 Vol.8 No.1

The ICT(information & communication technology) led to a dramatic change of floral distribution service, a phase of competition between wholesales and retail stores, and distribution channels in floral industry. It was expected that a role of the intermediaries in this industry would have reduced due to the improvement of transaction process by ICT. However, the ICT made to overcome a regional limit of the floral retail distribution service leading to an increase in sales and enlargement of the stores. And even it made possible to bring out another type of intermediaries such as private associations. This case study focuses on what kinds of efforts the floral wholesale distributors have made to enable a distribution process more smoothly between the wholesale distributors and retail stores through the information system, and what the failure factors in adopting the information system have been. This paper is also to examine how the wholesale distributors have changed themselves to gain dominant positions in distribution channels. As a result of the study, it was found that the intermediaries mostly failed in successfully achieving the distribution channel innovation through the information system because of several main reasons. FLOMARKET Inc. tried to innovate a distribution channel to obtain high quality goods through consolidating a wholesale distribution market in that segregated both floral joint market from free markets. after implementing the information system with consideration of the failure factors, FLOMARKET Inc. was able to minimize goods in stock and make a major purchase of various goods. In addition, it made a possible pre-ordering process and an exact calculation of purchasing goods so they could provide their products with market price in real time, which helped for the company to gain credits from their customers. Also, FLOMARKET Inc. established the information system which well suited to its business stage in order to deal with a rapidly changing distribution environment. It's so obvious that the transaction processing system of FLOMARKET Inc. definitely helped to share information among traders more seamlessly and smoothly in realtime, standardize goods, and make a transaction process clearer. Besides, the transaction information helped the wholesale distributors and retail stores to make more strategic decisions in their business because through the system they enabled to gather the marketing intelligence information more easily and convenient. If we understand that the floral distribution market is characterized by the low IT- based industry, it's worth to examine a case study proving that the information system actually increases the productivity of the transaction process in the floral industry.

성인 여성의 화장품 유통채널별 인식도와 구매의도에 관한 연구

황금빛누리 ( Geumvitnuri Hwang ),신세영 ( Sae Young Shin ) 한국패션비즈니스학회 2016 패션 비즈니스 Vol.20 No.1

Korean cosmetic distribution channels were formerly divided into sales visits and specialty shops, which made up the entire cosmetics market. However, recently the market and cosmetic distribution channels have become much more diversified. Thus, research for this study focused on the usage and purchase situations of cosmetic distribution channels depending on cosmetic type perception. This study also focused on the intent to purchase cosmetics by a cosmetic distribution channel in order to provide a precise cognitive background of consumers regarding cosmetic distribution channels. In doing so, the competitiveness of those channels could be procured and the causal relationships between these variables can be investigated. To achieve these purposes, the research model and hypotheses were derived through literature research on the cosmetics industry, cosmetic distribution channels, and consumers’ intent to purchase. A survey was implemented from September 1st to 14th, 2014 for empirical testing. and was given to female consumers in their 20s. 468 out of 500 surveys were collected; a total of 415 were used for analysis while the others were excluded due to with unreliable responses. The SPSS 21.0 program was used for analysis of materials. The overall conclusion of this study is that there is a relationship between perception of cosmetic distribution channels and intent to purchase. The above research results may stimulate establishment of marketing implications and research material when establishing marketing strategies to promote cosmetic distribution and consumption.

Achieving distribution equity through emotional functionalities and value-based bonding: An analysis with structural equation modeling

Subhajit Bhattachary,Anurag Singh 한국마케팅과학회 2016 마케팅과학연구 Vol.26 No.1

In the current competitive situation, distribution channels play an important role to create and develop a value-based setup in which companies can easily pipeline their products into the market. The distribution channels and their efficiencies are dependent on relationship bonding between channel partners and the company, backed by company value-sharing policies. Both emotional functionalities and tangible functional value play key roles in the success of distribution channel management. The current research is a thoughtful attempt to develop a framework to understand and explore the linkages among emotional linkage, tangible functional value and the value-based channel nexus to strengthen channelbased distribution equity. A total of 156 direct responses from channel members were collected from the FMCG industry across business territories of eastern India. The empirical data was analysed with structural equation modeling. The findings of the current research article illustrate a novel approach to manage a marketing distribution channel to create a higher level of emotional connectivity and engagement between the company and distribution channel partner. This would lead to the creation of channel-based distribution equity in the FMCG indust1ry.

A Study on Omni Channel Strategy of Distributors in Korea

Soo Min Lee,Se Jin Kim,Myoung Kil Youn 제주대학교 관광과경영경제연구소 2018 産經論集 Vol.38 No.2

Purpose - Consumers are allowed to get access to online easily and immediately owing to development of information technology and expansion of smart phone and to do shopping by mobile devices without limitation on time and place. Consumers can communicate with enterprises bidirectionally. Offline shops constructed online sites to develop mobile applications and to increase contact with consumers. Research design, data, and methodology - This study examined value and patterns of new concept distribution strategy to discuss omni channel. The study investigated omni channel by exploratory analysis to find out limitation by case study and to give direction of future omni channel strategy and to apply to changes of the distribution to industries. The study investigated changes of distribution channel, background of the omni channel and expansion of omni channel in accordance with changes of time and consumption patterns. The study investigated omni channel operation strategy of distribution business by case study. Results - The study gave direction of omni channel strategy to overcome problems. First, integrated online mall should make use of advantages of offline shop based on O2O business model rather than selling of all kinds of commodities. Connect online with offline to invite customers to offline shop and to build up push alarm and promotion coupon and point and to do pick up service and to find out connection of both online and offline. Second, inform marketing target of identity of each shop by not integrated online mall of each seller but brand and target. Conclusion - This study defined appearance and expansion of omni channel and researched omni channel strategy of distributors. This study shall be initial research of direction of omni channel to be basic material of further researches. This study had limitation of exploratory research.

소비자의 유통경로 활용속성이 멀티채널 활용정도에 미치는 영향

서선애 ( Seo Sun Yea ),조성우 ( Cho Sung Woo ) 경남대학교 산업경영연구소 2018 지역산업연구 Vol.41 No.3

다양한 유통채널을 선호하는 소비자들의 듀얼(dual)·멀티(multi)채널 활용 현상은 옴니채널(Omni-Channel)이라는 용어를 등장시킬 만큼 채널간의 경계를 희미하게 하고 있다. 이러한 현상은 소비자에게 다양성을 제공한다는 측면에서 긍정적 효과를 발휘하지만, 기업들에게는 지속적인 경쟁을 유발시키고 제품 지향적 경영보다는 유통 지향적 경영을 해야 한다는 부담을 가중시키고 있다. 본 연구는 어떠한 유형의 유통경로 특성을 선호하는 소비자들이 멀티채널을 좀 더 활용하는지 이해하고 이에 맞는 전략을 제시하고자 하며, 더불어 소비자의 개별 특성이 멀티채널 활용정도에 어떠한 조절역할을 하는지에 살펴보고, 이를 통해 멀티채널을 활용하는 소비자에 적합한 기업의 운영전략을 제시하는데 목적이 있다. 본 연구에서는 국내 소비자들의 인구통계학적 접근을 바탕으로 소비자들의 유통경로에 대한 활용특성을 다양성, 경제성, 편리성, 오락성 등으로 구분하여 이러한 제 요인들이 멀티채널 활용정도에 어떠한 영향을 미치는지 알아보았다. 더불어 유통경로 활용특성 중 다양성, 경제성, 편리성, 오락성과 멀티채널 활용정도간의 관계에 소비자의 개인특성이 조절변수로써 어떠한 역할을 하는지에 대해 추가적으로 분석하였다. The dual and multi channel utilization phenomenon of consumers who prefer a variety of distribution channels is blurring the boundary between the channels to introduce the term Omni-Channel. This phenomenon has a positive effect in terms of providing diversity to the consumers, but it is increasing the burden on companies to induce continuous competition and to conduct distribution-oriented management rather than product-oriented management. This study aims to understand what type of distribution channel characteristics consumers prefer to use multi channel and to suggest a strategy for them. In addition, The purpose of this study is to suggest a strategy for a company that is suitable for consumers who use multi - channel. Based on the demographic approach of domestic consumers, this study examined the effects of these factors on the degree of multi - channel utilization by dividing the usage characteristics of the distribution channels into diversity, economy, convenience, and entertainment.In addition, we analyzed the role of consumer 's personal characteristics as a controlling variable in the relationship between diversity, economy, convenience, entertainment, and multi - channel utilization.