浅析生产制造业的渠道运行机理

Mechanism of Channel Movement for the Industry Enterprises

营销渠道是营销组合(4Ps策略)的核心要素,也是现代企业提高市场竞争力的有效手段。因此理解渠道运作机理对于企业营销渠道的建立以及渠道策略的制定有着重要意义。文章阐述了生产制造业企业的营销渠道运行机理,着重分析了制造商的品牌和技术如何影响渠道运作。

The marketing channel is not only core factors of the marketing combination（the 4Ps strategy）,but also the effective method to enhance the market competitiveness of the modern enterprise.Therefore the understanding of channel operation mechanism has the significance regarding to the enterprise marketing channel establishment as well as the channel strategy formulation.This article elaborates the production manufacturing industry enterprise＇s marketing channel movement mechanism,especially how the brand and the technology of the manufacturer affect the channel operation.