基于制造商的视角,站在战略的高度,渠道成本应划分为供应方成本和需求方成本两个部分。因而,降低渠道成本就是要实现供应方成本和需求方成本总额的最小化。制造商可以通过调整渠道一体化程度、渠道扁平化和改善渠道关系三种途径降低渠道供应成本,而需求方成本的降低只能通过以渠道服务产出为基准的渠道重新设计和调整来实现。 Based on the manufacturer’s perspective, standing at the strategic level, the channel costs should be divided into supplier cost and demand-side cost of two parts. Therefore, to reduce the channel cost is to achieve the supplier cost and demand side total cost minimization. Manufacturers can reduce channel supply costs by adjusting the degree of channel integration, channel flattening and channel relationship improvement. However, the demand side cost reduction can only be achieved through channel redesign and adjustment based on channel service output.