渠道之于企业就像发达的树根之于参天大树一样。它对市场提供的“养分”的吸收能力和对市场变化的反应速度对于厂商都具有至关重要的意义。在这样一个通路上,传递着维系厂商生存的品牌形象和它给消费者带来的品牌体验,也即品牌所能提供的服务。 渠道建设的核心是如何分配利益和市场,而渠道的两个核心成员——制造商和分销商之间是一种共生关系。这种渠道的管理既是科学也是艺术。它需要操作的科学性,并运用IT技术的成果;它还需要 The channel to the enterprise is like a developed tree rooted in towering trees. Its ability to absorb the “nutrients” the market offers and the rate of response to market changes are of crucial importance to manufacturers. In such a pathway, the brand image that sustains the vendor’s existence and the brand experience it brings to consumers are delivered, that is, the services the brand can provide. The core of channel construction is how to distribute benefits and markets, and the two core members of the channel - a symbiotic relationship between manufacturers and distributors. The management of this channel is both science and art. It needs to be scientific in operation and to use the fruits of IT technology; it also needs