进入品牌经济以来,人们越来越看重商品的个性特征,越来越追求商品特性与自我概念的吻合。消费多样化和个性化的发展使市场需求的不确定性大大增加,使得传统的规模经济原理以及与其相适应的商业法则遇到了前所未有的挑战.由此而引发企业之间的竞争开始转向基于时间和客户需求的竞争,也促使企业从忽视分销转向重视分销。目前,很多企业的分销成本已经超过生产和产品开发成本,成为企业总体运行成本的第一大构成要素。分销管理需要客户、销售、资金和媒体等外部资源,许多企业不 Since entering the brand economy, people pay more and more attention to the personality traits of goods, more and more pursuit of product characteristics consistent with self-concept. The diversification and individualized development of consumption has greatly increased the uncertainty of the market demand, which has led to the unprecedented challenge of the traditional principles of economies of scale and the business laws that are compatible with them. As a result, the competition among enterprises has begun to shift to time-based Competition with customer needs has also prompted companies to shift from ignoring distribution to focusing on distribution. At present, the distribution costs of many enterprises have exceeded the production and product development costs, becoming the first major component of the overall operating costs of enterprises. Distribution management requires external resources such as customers, sales, money and media, many businesses do not