灰色营销渠道刍议

The Gray Distribution Channels

营销渠道已成为企业应对市场竞争的核心手段,研究渠道不能回避灰色渠道,而目前对灰色渠道的研究还很欠缺。本文通过对灰色渠道中的产品特征、销售区域特征以及相关参与者的利益分析,揭示出灰色渠道的本质特征,这对实务操作者和理论研究者都有重要作用。

Marketing channels have become the core means for enterprises to compete in the market.Though the gray distribution channels can not be ignored,study of it is still lacking.On analyzing its product features,regional characteristics,as well as the interests of the related participants,this paper revealed the essential characteristics of the gray distribution channels.it is important not only for practical operators,but for theoretical researchers as well.