营销渠道决策,中公司高层管理面临的最重要的决策之一,也是对其他公司的长期承诺。而分销系统是一项关键的外部资源,也代表一系列政策和实践活动的承诺,这些政策和实践将编织成一个巨大的长期的关系网。因此,营销渠道策略有着强大的惯性:保持现状。但是,公司在进行渠道决策时,既要着眼于现实市场环境,又要考虑未来的市场环境。 Marketing channel decision-making, one of the most important decisions facing senior management in a company, is also a long-term commitment to other companies. Distribution systems, on the other hand, are a key external source of resources and represent a series of policy and practice commitments that will be woven into a huge long-term network of relationships. Therefore, marketing channel strategy has a strong inertia: to maintain the status quo. However, the company in the channel decision-making, it is necessary to focus on the real market environment, but also consider the future market environment.