一、销售渠道中的营销模式演变过程一般消费品的销售渠道营销模式演变过程可分为代理、经销、分销、自营等几个阶段,这与企业从弱到强、不断壮大的发展过程息息相关。在初创期,生产企业受资金限制,无法建立自己的销售网络,也没有雄厚资金去广泛进行产品宣传,需要依靠经销商的企业品牌、网络渠道、营销技巧、仓储配送系统、资金等综合实力销售自己的产品;而经销商由于对生产企业不了解、对其产品在市场上的表现缺乏信心,因此一般会以代理方式进行 First, the sales channels in the marketing model evolution process of general consumer goods sales channels The evolution of the marketing model can be divided into agents, distribution, distribution, self-operation and other stages, which is closely related to the company from weak to strong and growing development process. In the initial stage, production companies are restricted by funds, unable to establish their own sales network, and do not have sufficient funds to extensively promote products. They need to rely on distributors’ corporate brands, online channels, marketing skills, warehousing and distribution systems, and funds to sell their products. Their own products; dealers, due to their lack of understanding of production companies and their lack of confidence in the performance of their products in the market, are generally treated as agents.