作 者: ;
机构地区: 上海财经大学国际工商管理学院
出 处: 《北京工商大学学报(社会科学版)》 2006年第6期56-60,共5页
摘 要: 渠道结构的设计水平关系到企业的销售额和竞争力。渠道结构受到多个因素的影响。在渠道结构模型中,其中市场变量起引导性作用,产品变量起支撑性作用。产品变量中的多个属性都影响渠道结构。产品属性的变化也推动了渠道结构的变革。 The design level of channel structure is related to the sales and the competitiveness of a company. The channel structure can be influenced by various factors. In the channel structure model, the market variables play the leading role and the product variables play the supportive role. Several attributes of product variables influence the channel structure. The changes in the attributes of product variables also impel the transformation of channel structure.