对供应商自建经销渠道的思考

Reflection on the Suppliers’ Self-established Distribution Channels

中文关键词:  零供关系  销售渠道  自有品牌

英文关键词:retailer-supplier relationship  distribution channel  self-owned brand

中文摘要:

      供应商与零售商的矛盾长期存在。当前,供应商自建经销渠道、零售商发展自有品牌是各自的重要对策。供应商通过自建经销渠道掌控市场、维护自身品牌,但也存在弊端。对此,应该从政府、供应商自身以及行业协会等方面积极采取现实可行的措施,建立和谐的零供关系。

英文摘要:

      There are always conflicts between suppliers and retailers. The important countermeasures lie respectively in that retailors develop their own brands and suppliers establish their own distribution channels. Suppliers can control the market and protect their self-owned brands with the self-established distribution channel, which also has shortcomings, however. In order to coordinate the retailer-supplier relationship, practical and feasible measures should be actively taken by the government, suppliers themselves and industrial association for the establishment of harmonious retailer-supplier relationship.