渠道建设理论的经典研究及其评价

Classical study and evaluation on the theory of channel construction

评介了各学派对"渠道选择"理论、"渠道设计"理论的解释,指出他们没有将渠道设计概念与渠道选择概念进行区别。后来的研究者对渠道选择宽度及个别渠道成员选择问题的论述较为具体,且认为渠道设计或渠道选择是一个连续的决策过程。还有的研究者主张从最终消费者的角度来进行渠道设计。

Different scholars give different definitions of channel design,and do not distinguish the definitions of channel design and channel select.Later,some scholars make concrete discussion of the width of channel select and the specific members of channel select,which hold channel design and channel select as a continual decisive process and some other scholars think that channel design should be made from the point of view of end-consumers.