扩大内需,提高居民收入和购买力水平是基础,而让消费者分享渠道收益,提高其购买积极性是关键。现行营销理论忽视消费者在渠道价值创造中的地位与作用,仅对其实行让利促销,难以激励其持续积极购买。本文证明,消费者参加了渠道价值创造,理应分享渠道收益。中介组织应对其实行渠道收益分享营销策略,以激励消费者积极购买,拉动内需。 Expanding domestic demand and raising the level of residents’ income and purchasing power are the foundation. It is crucial for consumers to share the proceeds of the channel and increase their purchasing motivation. The current marketing theory ignores the status and role of consumers in the channel value creation, only the implementation of none other promotions, it is difficult to encourage them to continue to actively buy. This paper proves that consumers participate in the creation of channel value and should share channel benefits. Intermediary organizations should implement channel revenue sharing marketing strategy to motivate consumers to actively purchase and stimulate domestic demand.