销售渠道是生产企业的一种重要资源,通常需要较长的时间才能建立起来,而且又不容易改变。如何选择最有利的销售渠道,并随时密切注意市场环境的变化逐步进行调整,使市场营运发挥最大功能,尽量降低流通费用,提高经济效益,就成为企业必须慎重考虑的一项重要决策内容。一、销售渠道的概念和作用商品的所有权从生产者转移到消费者或用户的全部过程就是销售渠道。在市场经济发达的现代社会,大多数产品是大批量生产,而逐个销售的,因此不可能都由生产者直接供应给消费者或用户,需要通过中间环节即中间商来实现,从而为渠道决策提供了多样性、增加了复杂性。一种商品如果直接由生产者转移到消费者或用户,不经过任何中间商,就叫做直接销售渠道。直接销售渠道多采用登门推销、厂办商店等具 Sales channels are an important resource for manufacturing companies and usually take a long time to establish, and it is not easy to change. How to choose the most favorable sales channel, and pay close attention to the changes in the market environment and gradually adjust to make the market operations to maximize the function, minimize the circulation costs, increase economic efficiency, it has become an important decision-making content that companies must carefully consider. First, the concept of sales channels and the role of the ownership of goods from the producer to the consumer or user is the entire process of sales channels. In a modern society with a developed market economy, most products are mass-produced and sold one by one. Therefore, it is impossible for all producers to supply directly to consumers or users, and it is necessary to implement them through intermediate links, ie middlemen, so as to make channel decisions. Provides diversity and increases complexity. If a product is directly transferred from the producer to the consumer or user, without any intermediary, it is called a direct sales channel. Direct sales channels are often used to sell products, store shops, etc.