试论营销策略的渠道整合

On Integration of Distribution Channels in Marketing Strategies

市场营销理论4P中的3P(产品、价格、促销)不断受到对手的强大压力。而销售渠道作为企业最重要的资源之一,其"自我意识"和不稳定性对企业的经营效率、竞争力和经营安全形成的影响却逐渐显现,4P中最难模仿的PLACE(渠道)就成了企业在竞争中获胜的关键,对销售渠道的重新整合成为企业关注的话题。

3 Ps(Production,Price and Promotion) of the 4 Ps(Production,Price,Promotion and Place) in the marketing theory are standing continuous strong pressure from the opponents.Place is one of the most important resources of the enterprises.The influence of its "self-consciousness" and instability gradually forms on the efficiency,competitive ability and business safety of the enterprises.Thus,place,the most difficult factor to be imitated,becomes the key one for the enterprises to win in the competition.Integrati...