营销渠道结构是一种复杂的现象 ,从渠道功能和流程角度对渠道结构的分析能清晰地揭示渠道结构的最基本要素及其整合过程。功能的执行状况和过程的不同将导致不同的营销渠道的产出和成本 ,产出和成本是渠道结构形成的内在动力。渠道产出水平和成本状况的均衡过程 ,从某种意义上说 ,也是渠道结构的决定过程。当然 ,现实中的渠道结构往往是内在动力与外部因素共同作用的结果 The structure of marketing channel is a complex phenomenon. The analysis of channel structure from the perspective of channel function and process can clearly reveal the most basic elements of channel structure and its integration process. The different implementation status and process of functions will lead to the output and cost of different marketing channels, and the output and cost are the intrinsic motivation for the formation of channel structure. The equilibrium process of channel output level and cost level is, in a sense, also the decision-making process of channel structure. Of course, the reality of the channel structure is often the result of internal forces and external factors together