前几期本栏文章,分别谈到直营、分销以及深度分销等流通模式。实际上,在快速消费品、消费类电子产品(如手机、电视、数码产品)等领域,企业往往采取复合渠道模式,即多种流通模式并存:既有直营,亦有分销,甚至包括直销。复合渠道模式的出现和存在,主要有两个背景:一是随着消费者细分程度的提高以及零售业态的丰富,单一的流通模式不足以覆盖所有的或大部分的消费群以及零售卖场、网点;二是厂家在渠道变革的过程中,原有的渠道体 In previous articles of this column, the circulation models of direct marketing, distribution, and in-depth distribution were discussed. In fact, in the fields of fast-moving consumer goods and consumer electronic products (such as mobile phones, televisions, and digital products), companies often adopt a composite channel model, that is, multiple circulation modes coexist: both direct sales, distribution, and even direct sales. The emergence and existence of the composite channel model mainly has two backgrounds: First, with the increase in consumer segmentation and the richness of retail formats, the single circulation model is insufficient to cover all or most of the consumer groups and retail stores. Outlets; second, manufacturers in the process of channel changes, the original channel body