营销渠道结构演变的理性分析

营销渠道结构是一种复杂的现象 ,从渠道功能和流程角度对渠道结构的分析能清晰地揭示渠道结构的最基本要素及其整合过程。功能的执行状况和过程的不同将导致不同的营销渠道的产出和成本 ,产出和成本是渠道结构形成的内在动力。渠道产出水平和成本状况的均衡过程 ,从某种意义上说 ,也是渠道结构的决定过程。当然 ,现实中的渠道结构往往是内在动力与外部因素共同作用的结果

Rational Analysis of the Evolution of the Marketing Channel Structure

Marketing channel structure is a complicated phenomenom.Its analysis from functions and flows can clearly disclose the basic elements of channel structure and the integrating process.The differences in the state and process of its functions'being carried out result in various output and cost of marketing channels whith serve as inner momentum in the formation of channel structure.In a sense,the equibibrium process of output and cost is also a decisive process of channel structure.Of course,channel structure in reality is always the result of interactions between inner monentrm and outer elements.