自从Web摇身一变成为商业媒介,而且书、玩具和电子产品纷纷摆上了虚拟货架之后,一些观察家就开始宣告分销渠道的终结。他们的理由是,消费者都被吸引到了厂商的站点上,而厂商通过Web可以直接出售货品,这就意味着网上贸易能以直接销售的方式进行。听来似有道理,实则有失偏颇。断言Web销售总能以直接方式进行的观察家们没有看到网上贸易最重要的一个方面——分支 Since the Web has transformed into a commercial medium and books, toys, and electronics have been placed on virtual shelves, some observers have begun to announce the end of distribution channels. Their reason is that consumers are attracted to the manufacturers’ sites, and manufacturers can directly sell goods through the Web, which means that online trade can be conducted by direct sales. It sounds justified, but in fact it is biased. Observers who assert that Web sales can always be conducted in a straightforward manner do not see one of the most important aspects of online trade - the branch