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美国科特勒营销集团总裁米尔顿·科特勒认为:在中国市场获胜的关键是要尽可能将标准化产品分销到大众市场中去,以便使产品能顺利到达消费者手中。整合营销学说的代表人物舒尔茨有言:惟有“通路”与“传播”才能产生差异化的竞争优势。的确,在产品、价格乃至广告趋同的今天,通路的差异化竞争就显得非常重要。特别是对于产品同质化程度较深、竞争异常激烈的家电行业来说,通路建设尤为重要,从某种意义上可以说:家电市场决胜在通路。广东美的集团在实践
Milton Kotler, president of the American Kotler Marketing Group, believes that the key to success in the Chinese market is to distribute standardized products to the mass market as much as possible so that products can reach consumers smoothly. Schultz, a representative of the integrated marketing doctrine, puts it: Only “pathways” and “transmission” can produce differentiated competitive advantages. Indeed, in the current convergence of products, prices, and even advertising, the differential competition of access is very important. Especially for the appliance industry with a deeper degree of homogeneity and fierce competition, the construction of access roads is particularly important. In a sense, it can be said that the home appliance market is the winner. Guangdong Midea Group in Practice