营销通路陷阱的成因与对策

A Research on the Genesis and Countermeasure Of Marketing Channel Traps

中国市场仍然处在从计划经济到市场经济的转型时期 ,这种转型市场在市场营销中的一个突出表现就是通路的复杂和低效。厂商利益上的冲突、中间商行为的不规范、法律法规的不完善、物流体系的落后 ,这些都可能导致营销通路的中断而形成通路陷阱。选择合格的渠道成员、加强通路管理、提高销售队伍素质是企业防范通路陷阱的有效途径。

The market of China is still in the way of transformation from planning economy to market economy. In such a market, marketing channels are inefficient, complex, and even interrupted. When a channel is interrupted, a channel trap is formed. The genesis of the channel traps include the conflict of interests between manufacturers and intermediaries, the hazard behavior of the intermediaries, the faulty law system and the laggard physical distribution system. It is a valid path of keeping away the channel traps for manufacturers that selecting qualified channel member, enhancing the channel management and improving the quality of sales force.