直销侵入下的制造商经济效益评价

Manufacturer's Economic Benefit Evaluation Under the Direct Invasion

新零售所倡导线上线下融合的全渠道购物模式是随着需求的发展而发展起来的,放眼市场,越来越多的制造商选择直销侵入,通过建立直销渠道直接面向消费者出售产品。这种渠道的渐进演变最先开始于家电行业,除了传统的产品制造,制造商也开始更多地扮演着产品零售的角色。面对这种现象,对家用电器行业制造商的经济效益进行评价,对于解释制造商功能的转变有一定的必要性。

The omni-channel shopping model advocated by the new retail industry for online and offline integration is developed with the development of demand.Looking at the market,more and more manufacturers choose direct sales to invade and sell products directly to consumers through the establishment of direct sales channels.The gradual evolution of this channel began in the home appliance industry.In addition to the traditional product manufacturing,manufacturers began to take on more of the retail function of the product.Faced with this phenomenon,the evaluation of the economic benefits of manufacturers in the household appliance industry is necessary to explain the transformation of manufacturers’functions.