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李先国：人民大学教授,商学院市场营销系主任；《市场营销》杂志主编问题A：从渠道来看,企业出现“营销迷失”,其主要原因是什么?李先国：我认为有这些方面的原因：1．客观上市场环境在变化,竞争不断加剧,利润率在降低。2．大部分企业缺乏渠道创新。无论是渠道设计还是渠道管理,大部分企业不是结合企业自身营销战略进行渠道设计和管理,而是全盘模仿同行的渠道做法,造成“渠道同质化”。
Li Xianguo: Professor of Renmin University, director of marketing department of Business School; chief editor of “Marketing” magazine Question A: From the point of view of channels, what are the main reasons for “marketing lost” in enterprises? Li Xianguo: I think these are the reasons: 1. Objectively, the market environment is changing, competition is aggravating and profit margins are decreasing. 2. Most enterprises lack of channel innovation. Regardless of channel design or channel management, most enterprises do not conduct channel design and management in combination with their own marketing strategies, but completely imitate the channel practices of their counterparts, resulting in “channel homogeneity.”