直营,又称直供,是一种通路长度较短的扁平化流通模式——制造商跨越社会代理/经销商,直接与全部或大部分零售商合作。这种模式贴近终端、反应速度快、便于与零售商深入沟通、市场管理与运作的重心低、可以在较小市场区域内精耕细作,在国内市场上显示出强大的竞争优势,为一些优秀企业如海尔、TCL 等所采用。直营在中国的出现和兴起,有着与国外不同的背景。一般来说,连锁零售商的崛起、零售业集中 Straight-run, also known as direct supply, is a flat flow pattern with short path lengths - manufacturers cross social agents / distributors and work directly with all or most retailers. This model close to the terminal, fast response, easy to communicate with retailers in-depth, low market management and operation of the center, you can intensively small areas of the market in the domestic market showed a strong competitive advantage for some outstanding enterprises such as Haier, TCL, etc. used. Direct presence in China and the rise, with a different background with foreign countries. In general, the rise of chain retailers, retail concentration