浅析传统分销渠道的弊端与对策

摘  要

传统的层级式的市场营销渠道呈金字塔状，其一般表现形式为：厂商—总经销商—批发商—零售商—消费者。它有极强的产品分销能力，但仍存在许多缺陷：随着市场的扩展，控制难度加大；渠道成员素质很难保障，渠道冲突时有发生；多层级的渠道结构降低了效率，大幅增加了渠道成本，无法形成有利的竞争价格；渠道内信息沟通不畅，信息反馈严重滞后，造成政策不能及时到位，浪费资源等等。如何有效解决传统分销渠道的诸多弊端，从而有力地控制分销渠道，充分降低渠道成本，提高渠道效率，是众多的生产厂商急需解决的一个问题。本文从新的市场环境下渠道的发展趋势入手，进而分析了传统渠道之于现实的种种弊端，并提出了解决办法。

关键词：多层级渠道 新市场环境 渠道控制
Abstract

The traditional level type market marketing channel like thepyramid shape, its general manifestation is: Merchant - chief dealer -wholesaler - retail merchant - consumer. It has the greatly strengthened distribution ability, but still have many flaws: Along with the market expansion, the enlargement of the control difficulty; The multi-levels channel structure reduce the efficiency, is unable to form the advantageous competitive price; The information feedback serious lag,creates the policy not to be able to arrive promptly, waste resources and so on. How to effectively sovle the shortcomings of traditional distribution channels,fully reduces the channel cost, enhances the channel efficiency, is a problem which needed to sovle for many of the manufacturers. In this paper,Istart it from the develop trends of the new market environment channel,and then analyzes the drawbacks of the traditional channels match with the reality, and point out the solutions.

Key word: Multi-level channels    New market environment    Control channels

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