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一个令中国营销界和企业界兴奋的话题李颖生总编匆匆赶来深圳商榷开设“网络红绿灯”事宜,在他准备的资料夹里包括了上海斯剑先生发表于1998年12月的《构筑产销新桥梁》一文,及围绕这个话题所刊载的一系列文章。这些文章的出发点都很清晰,目的是构筑一个新型的营销平台。在这个平台上,缺乏资源的中小型企业(代理商和供应商)可以在较低成本的基础上增加企业生存发展的机会和空间。这生动地反映出在当前条件下,不论是生产商还是代理商,都不得不面对来自市场的种种威胁。对生产商而言,一方面企业可以选择的营销通路越来越多;另一方面,各种营销渠道准入障碍越来越高,风险越
An exciting topic for the Chinese marketing and business community Li Yingsheng editor-in-chief rushed to Shenzhen to discuss the establishment of “network traffic lights” issues, in his prepared folder includes Mr. Hayes on December 1998, “build A new bridge for production and marketing ”and a series of articles published around this topic. The starting point of these articles are very clear, the purpose is to build a new marketing platform. On this platform, small and medium-sized enterprises (agents and suppliers) lacking resources can increase the opportunities and space for the survival and development of enterprises on the basis of lower costs. This vividly reflects the current conditions, whether manufacturers or agents, have to face the threat from the market. For manufacturers, on the one hand, enterprises can choose more and more marketing channels; on the other hand, various marketing channels are getting more and more barriers to entry, the risk