Marketing distribution : réflexions et propositions de moyens pour la démarche marketing en grande distribution
Institution:
Paris 1Disciplines:
Directors:
Abstract EN:
The structuration of a modern distribution channel is now nearly complete. In an evercahnging economic background the relations between manufactures and dealers (distributors) have turned from active collaboration to a rather strained power struggle. With the economic pressure and the high level of competitive development, distribution groups are looking for a substitute status of trader instead of dealer (distributor). This needs the consumer's arbitration and also a change in the consuming world. This study begins with a historical survey of different dynamics which have gradually permitted to build this concentrated new commerce and improved trade relations. Then, the research registers the approaches and means that will have to be implemented by industrials to ensure their durability when confronted with more and more concentrated and efficient distribution groups. Therefore, the study focuses on strategic fields (positionning and sales organisation) as well as trafic fields (sales promotion, merchandising. . . ) as a conclusion the survey tries to draw the program of the coming years when we see the confrontation of two marketing : the first one managed by industrial firms and the second one directed by the chains of department stores.
Abstract FR:
La structuration d'un circuit de distribution commercial moderne arrive a maturite. Dans un contexte economique fluctuant, les rapports entre les fabricants et distributeurs sont passes d'une collaboration active a un rapport de force parfois tendu. Sous la pression economique et concurrentielle, les enseignes recherchent aupres des consommateurs un nouveau statut de commercant en substitution a celui de distributeur. Ce travail de recherche debute par une analyse historique des differentes dynamiques qui ont successivement permis de creer ce commerce concentre et contribue a faire evoluer les relations commerciales. La recherche recense ensuite les approches et moyens que devront mettre en oeuvre les industriels pour assurer leur perennite face a un commerce de plus en plus concentre et performant. Il est ainsi aborde les domaines relevant tant du strategique (positionnement, structures, etc. ) que du tactique (promotion, merchandising, etc. ) en conclusion, a l'etude tente de definir le cadre strategique des prochaines relations commerciales ou seront confrontes le marketing fabricant et le marketing distribution.