【摘要】 本文从企业的角度出发,在现有关于渠道问题的研究成果上考虑"产品层次"的影响因素,建立由"产品——市场"三要素所构成的渠道选择决策模型进行渠道选择,为企业合理选择营销渠道提供了系统、实用的理论工具。文章的最后部分对图书市场进行实证分析,结果表明,产品、营销渠道的特点以及当前消费者渠道偏好决定了传统分销方式仍然是最主要的营销渠道,但在某些领域,电子商务渠道也发挥着重要的作用。针对不同层次的产品企业需要采取不同的渠道策略。更多还原

【Abstract】 From the enterprise perspective, considering factors in terms of product level based on the current research results of channel issues, the article establishes channel decision-making model which contains two elements of product-subdivision market to provide systemic and practical theoretical tools for enterprises to reasonably choose marketing channels. The final part of the article analyzes book market. The result illustrates that traditional distribution manners are still the most important marketing channel decided by the characteristics of products and marketing channels, as well as current customers’ preference of channels. However, in some specific areas, e-commerce channels also play an important role. Therefore, different strategies should be taken to meet the needs of products at different levels.更多还原