从国际比较看我国消费品流通渠道的优化

The Review of Optimizing China's Distribution Channels of Industrial Consumer Goods Based on International Comparison

通过对中国、美国和日本流通渠道的国际比较发现,美国流通渠道以零售商为主导,并以扁平化为特点,日本流通渠道实现了以制造商为主导的纵向一体化,而我国流通渠道尚未与工业化大生产的分销需求相匹配。因此,我国需要遵循流通渠道的演变规律,根据生产发展适时调整渠道结构,顺应消费升级趋势创新流通渠道,维护公平环境构建和谐渠道关系,应用新型技术手段提升渠道效率,从培育批发商主导模式、零售商主导模式和生产企业主导模式三条路径入手,优化我国消费品流通渠道。

Through the comparative analysis of distribution channels among the U.S., Japan and China, it is found that the retailer leads in the distribution channel of the U.S. which tends to be flattened; the manufacturer gains the leadership in the Japanese distribution channel through vertical integration; and China＇s distribution channel has not matched the demand of distribution of industrial mass production. Therefore, China needs to adjust the structure of the distribution channel according to the development of production, innovate the distribution channel adapting to the pace of consumption upgrade, maintain a harmonious relationship and a fair environment of distribution channel, and improve channel efficiency by applying new technologies based on the evolution rules of distribution channel. The path of optimizing China＇s distribution channel is to cultivate three modes of distribution channels, which are dominated by the wholesaler, the retailer and the manufacturer resoectivelv,