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供应商之所以在供零博弈中占据优势地位,从本质上讲,是因为其离消费者更近,迎合了消费者的内心需求。按照这种逻辑,制造商在与KA的合作中,与其为KA的压榨而苦恼,还不如透过现象看到本质——消费者才是具有最终话语权的群体。在这种思维方式之下,供应商不妨直接跨越KA,从研究消费者行为和其最新变化入手,并以此为基础,进行渠道创新。本文以白酒行业为例,探讨渠道未来变革的方向。
The reason why suppliers dominate the zero-gambling game is essentially because they are closer to consumers and meet the consumers’ inner needs. According to this logic, rather than being distracted by KA’s squeeze, manufacturers may see the essence of the phenomenon through their cooperation with KA - consumers are the ultimate group with the right to speak. In this way of thinking, suppliers may wish to cross the KA directly to start with the study of consumer behavior and its latest changes as a basis for channel innovation. In this paper, the liquor industry as an example, to explore the direction of future changes in the channel.