销售渠道是指生产企业将产品或服务传递到用户手中所经过的途径,包括批发商、零售商、代理商和其它各种中间媒介。逆向销售渠道,与人们常讲的销售渠道的“流向”相反,即产品或服务不是从生产企业传送到用户,而是从用户返回到生产企业,或者生产企业的代理机构所经过的途径。逆向销售渠道和销售渠道是实现商品、服务和信息双向流通不可分割的两个方面。通过销售渠道,企业可以促进产品销售。通过逆向销售渠道,企业在产品销售后进一步为用户提供服务和额外的价值,增加产品的综合使用效益。并且,通过逆向销售渠道,企业可以随时获得市场信息和用户对产品的反映,以便及时改进产品,调整营销策略。因此,从功能上而言,逆向销售渠道是销售渠道的继续和 Sales channels are the path through which manufacturing companies deliver products or services to users, including wholesalers, retailers, agents, and various other intermediaries. Reverse sales channels, contrary to what people commonly refer to as “flow direction ” of sales channels, that is, the product or service is not delivered from the manufacturing enterprise to the user but from the user back to the manufacturing enterprise or the path through which the manufacturing enterprise’s agent . Reverse sales channels and sales channels are two aspects that make the two-way flow of goods, services and information indivisible. Through sales channels, companies can promote product sales. Through the reverse sales channels, enterprises in the product sales further to provide users with services and additional value, increase the overall efficiency of the product. And, through the reverse sales channels, companies can always get market information and user feedback on the product in order to timely improve the product, adjust marketing strategy. Therefore, from the functional point of view, reverse sales channels is the sales channel to continue