在终端运作上,我们要“进”而决不能“退”;在职能分工上,厂家则要有计划地“退”。终端运作是“进”还是“退”?这是一个值得我们反复思考、慎重决策的营销模式抉择问题,尤其是在国内流通渠道变革、消费者主权和理性回归的背景下。最初,在大部分厂家还在依靠大批发商的时候,我们采用“深度分销”的营销模式以掌控终端,市场效果是非常明显的,符合当时流通业态的特点。由于深入终端,极大地提高了产品铺货率,拓宽了与消费者的沟 In the terminal operation, we must “into ” and never “back ”; in the division of labor, manufacturers have to plan “back ”. Terminal operation is “into ” or “back ”? This is a worthy of our repeated thinking, careful decision-making choice of marketing model, especially in the context of the domestic distribution channel reform, consumer sovereignty and the return of reason. Initially, when most of the manufacturers were still relying on large wholesalers, we adopted the marketing model of “deep distribution” to control the terminals. The market effect was very obvious and in line with the characteristics of the current circulation format. Due to in-depth terminal, which greatly improved product distribution rate, and broaden the ditch with consumers