随着经济的全球化,商品的国际间流动更加扩大,越来越多的国际品牌进入中国,也引入了“分销商”的概念。正如分销商希望依托厂商的品牌优势得到快速成长,厂商也希望借助分销商的资金与客户资源来降低经营风险和扩大市场份额。成功的分销商起着承上启下的作用,对于分销商而言,一方面扮演着厂商代言人的角色,另一方面又充当着厂商的仓库。既要建立分销渠道网络,抢占市场份额;又要控制合理和安全的 With the globalization of economy, the international flow of goods has been more expanded. More and more international brands have entered China and introduced the concept of “distributors.” Just as distributors hope to gain rapid growth by relying on manufacturers ’brand advantages, manufacturers also hope to reduce their business risks and expand market share by utilizing distributors’ funds and customer resources. Successful distributors play a pivotal role. For distributors, on the one hand, they play the role of spokesman for manufacturers and on the other hand, they act as warehouses for manufacturers. It is necessary to establish a network of distribution channels to seize market share; but also control the reasonable and safe