近几年,内销鞋类产品一直在低迷的景况中徘徊,市场竞争的白热化使厂家不得不面对残酷的现实,许多企业也似乎开始习惯了在低迷的市场环境中挣扎。一些中小企业创立品牌的梦想在这时变得遥远和模糊,因为生存已经成为第一位的问题。然而,任何品牌的塑造都是一个系统工程,涵盖品牌定位、产品开发、渠道建设等一系列环节。对于鞋业而言,其企业终端通路的顺畅是提升品牌形象的重要手段。成熟的通路形成是靠着长期互利双赢的关系建立起来的,由于多数企业缺少通路设计、选择的策略和规划,对通路成员的控制不够,因此,彼此间冲突和矛盾层出不穷。所以许多企业迫切需要对通路进行调整和变 In recent years, domestic footwear products have been hovering in the doldrums, the intense market competition so that manufacturers have to face the cruel reality, many companies also seem to be accustomed to struggling in the downturn of the market environment. At this time, some SMEs dream of establishing a brand becomes distant and vague, because survival has become the first issue. However, the shaping of any brand is a systematic project covering a series of links such as brand positioning, product development and channel construction. For the footwear industry, the smooth passage of its corporate terminals is an important means to enhance the brand image. The formation of mature access is based on the long-term mutually beneficial win-win relationship established. Most enterprises lag behind in the conflict and contradiction because most of them lack the design, selection strategy and planning of the access road and lack of control over access members. So many businesses urgently need to adjust and change the path