创新不是灵光乍现,不是奇思妙想,创新是合理逻辑思维的结果。通路创新也是如此,有效的通路创新来源于对市场营销环境和厂家(消费者)需求合乎逻辑的分析。因此,寻找通路创新的方向,应该首先着眼于营销环境研究。营销环境的现实是现有通路赖以生存的基础,营销环境的变迁决定着通路创新的方向。营销环境变迁之一:以大卖场和连锁超市为主要代表的超级终端,不仅大举横向蚕食传统终端,而且逆向整合传统经销商。但超级终端与中 Innovation is not a flash of light, not a whimsy, innovation is the result of logical thinking. The same is true for access innovation, which is based on a logical analysis of the marketing environment and the needs of manufacturers (consumers). Therefore, looking for the path of innovation, we should first focus on the marketing environment. The reality of the marketing environment is the basis for the survival of the existing path. The change of the marketing environment determines the direction of path innovation. One of the vicissitudes of the marketing environment: supermarkets dominated by supermarkets and supermarket chains have not only massively eroded traditional terminals but also reversely integrated traditional dealers. But HyperTerminal and Medium