在产品同质化不断增强的今天,企业之间的竞争已经不仅仅局限于产品本身的竞争,而是扩展到营销渠道的竞争,但是渠道机会却往往难以发现。影响我们发现渠道机会的因素主要有:消费者的购买习惯不会突然改变、企业与终端客户缺少直接地接触以及渠道决策中地感情偏见。要想发掘渠机会,必须抓中潜在的信号,包括:不满意的终端客户、为开发的新渠道、市场缺口、满足的中间人。在对这些进行认真分析的基础上,验证并强调消费者满意的关键因素,整体评价渠道并进行认真的渠道管理就能够找到发掘营销渠道机会的正确途径。 In today’s increasingly homogeneous product, the competition between enterprises has not only limited to the competition of the product itself, but to the marketing channel competition, but the channel opportunities are often difficult to find. The main factors that affect our chances of finding a channel are: the consumer’s purchasing habits will not change suddenly, the lack of direct contact between the enterprise and end-users, and the emotional bias in the channel’s decision-making. To tap the opportunities, we must grasp the potential signals, including: unsatisfied end customers, intermediaries for the development of new channels, market gaps and satisfaction. Based on careful analysis of these, validating and emphasizing key elements of consumer satisfaction, holistic assessment of access and careful channel management can find the right way to unlock marketing opportunities.