中国营销渠道结构的演进及影响因素评价

国外许多研究营销渠道的经济学者认为:随着经济的发展,一个国家的营销渠道结构将经历一个由变长到变短的倒U型演进规律.改革开放以后中国经济获得了稳定、持续的高速增长,在这样的背景下,中国的营销渠道结构是否也发生了相应的变化?本文在建立国家营销渠道长度测度指标的基础上,借助计量模型对中国营销渠道结构的演进规律和影响因素进行研究.

Evolution of Marketing Channel Structure and Appraisal for the Influencing Factor in China

For foreign economists in marketing channel field, it is the common knowledge that total national marketing channel structure will undergo the inverted "U" type change with a country economy development, that is first becoming lengthier and then becoming shorter. China economy obtains long-playing stable growth since the 1980s, how China marketing channel structure will changes correspondingly? Based on building measuring index for marketing channel length and econometrics model, this paper studies evolution of marketing channel structure and it's influencing factor in China.