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本文首先分析了外部环境因素尤其是社会文化因素和技术困素对高科技企业实现其分销目标的重要影响;接着分析了高科技企业在决定其分销密度时的主要考虑因素;最后比较分析了各种批发与零售形式在高科技企业分销渠道中起到的不同作用,特别指出了无店铺零售和专业型零售两类新型零售形式对高科技企业产品分销的潜在运用前景。
This paper first analyzes the important influence of external environmental factors, especially social and cultural factors and technical factors on the high-tech enterprises to achieve their distribution goals. Then it analyzes the main considerations of high-tech enterprises in determining their distribution density. Finally, The different roles played by the wholesale and retail formats in the distribution channels of high-tech enterprises, in particular, point out the potential application prospects of the two types of new retail formats without store retail and professional retail on high-tech enterprise product distribution.