摘要
渠道结构的设计水平关系到企业的销售额和竞争力。渠道结构受到多个因素的影响。在渠道结构模型中,其中市场变量起引导性作用,产品变量起支撑性作用。产品变量中的多个属性都影响渠道结构。产品属性的变化也推动了渠道结构的变革。
The design level of channel structure is related to the sales and the competitiveness of a company. The channel structure can be influenced by various factors. In the channel structure model, the market variables play the leading role and the product variables play the supportive role. Several attributes of product variables influence the channel structure. The changes in the attributes of product variables also impel the transformation of channel structure.
出处
《北京工商大学学报(社会科学版)》
CSSCI
北大核心
2006年第6期56-60,共5页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
关键词
市场变量
产品变量
产品属性
渠道结构模型
渠道变革
market variable
product variable
product attribute
channel structure model
transformation of channel structure