企业分销渠道的变革与创新

Transformation and Innovation of Enterprise Distribution Channels

目前我国企业分销渠道正经历着深刻的变化。随着竞争的加剧,市场环境在发生深刻的变化,对在新的条件下,企业的分销渠道管理、渠道变革的走向以及渠道的创新点进行了探讨,从对分销渠道变革与创新的背景分析入手,提出了终端运作直面消费者与零售商;建设渠道由交易型关系向伙伴型关系转变;市场重心由大城市向地县市场下沉;渠道激励由让经销商赚钱变为让经销商掌握赚钱方法等渠道创新的途径和策略。同时,还指出了渠道变革与创新中应该注意的问题。

Enterprise distribution channels of our country are experiencing deep transformation at present. Along with the intensification of competition, fundamental changes are taking place on market environment. In respect to the new conditions, discussion is made on the management of enterprise distribution channels, and the trend of reform and innovation. Based on the background of innovation, the author proposes many ways and strategies. In terms of terminal operation, we should contact the consumers and retailers directly, change the tradesman-like relationship into partnership in terms of channel construction, shift markets from large cities to prefectures and counties, and change distributors as money-earners into those who are adept in ways of profit making in terms of channel incentive. Moreover, the author points out some problems that we should note in the process of transformation and innovation.