古人云:“不谋全局者,不足谋一域;不谋万世者,不足谋一时。”对于正在经历渠道变革的建陶行业来说,尤其如此。无论是4P、4C还是4R,几乎所有的营销理论都在反复强调渠道的重要性。从消费者的角度来说,渠道关系着购买的便利性,布局合理的终端可以大大减少消费者购买的时间、体力和精力成本,直接左右着消费的最终选择。而从企业的角度来看,渠道的重要性更是不言而喻。在初创阶段,渠道是企业发展的主要拉动力,企业需要通过渠道建立品牌知名度;品牌有了一定的知名度之后,仍然需要渠道不断的下沉和结构调整,来提高市场占有 The ancients said: “Do not seek the overall situation, inadequate to find a domain; not for the world, not for a moment.” For the ongoing ceramic industry is changing channels, especially so. Whether it is 4P, 4C or 4R, almost all marketing theories are repeatedly stressed the importance of channels. From the consumer’s point of view, the channel is about the convenience of buying and the reasonably priced terminals can drastically reduce the time, effort, and energy costs that consumers buy, directly affecting the ultimate consumer choice. From the business point of view, the importance of the channel is self-evident. In the initial stage, the channel is the main driving force for the development of enterprises, enterprises need to establish brand awareness through channels; brand has a certain reputation, the channel still need continued sinking and restructuring to improve market share