中国商业渠道的演变与发展

通过对20世纪80年代改革开放以来中国市场生产商与经销商关系发展的变迁历史,分析商业渠道变革的本质与发展趋势。清晰地揭示了厂家与商家在不同的供求关系下主导与被主导关系的演变过程,并指出今天他们之间的关系在日益趋同,以量取胜的传统批发被品牌营销所代替。渠道的功能地位已发生了深刻的变化。

The Evolution and Development of Commercial Channels of Distribution in China

From the perspective of the evolutionary history of the development of producers and distributors on Chinese market since the reform and opening-up in the 1980's, this article analyzes the nature and development trends for commercial channels of distribution. It clearly reveals the course of evolution for the domination relationship on the basis of different supply and demand relationship between producers and distributors and points out the increasingly merging development between them. Traditional wholesale on the basis of quantity for market is being replaced by brand marketing. The function of market channels is under going profound changes.