我国中小企业营销渠道变革驱动因素研究

Research on driving factors of marketing channel innovation of Chinese Small and Medium Enterprises

营销渠道的设计和选择已经成为中小企业营销领域一个重要的问题。通过综合国内外渠道变革的研究状况以及分析我国中小企业传统营销渠道存在的问题,认为:顾客、竞争者、新型终端的出现和发展及传统营销渠道存在弊端等因素是我国中小企业营销渠道变革驱动因素。中小企业只有全面、系统地研究营销渠道变革的多方面因素,建立和完善适应当前市场要求的营销渠道,才能使自己在激烈的市场竞争中取得优势地位。

The design and selection of marketing channels is one of the most important issues of Chinese small and medium enterprises.On the basis of the researches on channel innovation at home and abroad,after analyzing the problems in the marketing channel innovation of small and medium enterprises in China,the paper brings up that the driving factors which includes the appearance and development of the customers,the rivals,the new terminals and the problems in traditional marketing channel pattern.The small and medium enterprises will gain the dominant position in the fierce competition only in the case of analyzing the driving factors of the marketing channels systematically and establishing and completing the adaptive market channels.