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1、“路径依赖”与产品通路的创新Doyouknowhowthedistaneebetweenthetwotracksofthemodernrailwayisdetermined?Ineconomicshasastoryofpathdependence,saidAmericanrailwaytrackwidthis4feet,8.5inches,isbecausetheBritishrailwaydesignet,Britishrailis4feet,8.5inches・WhyistheBritishrailwaythenumber?BecausetheBritishrailisdes
2、ignedbypeoplewhodesignstreetcars,therailintheUKisfourfeetand8.5inches・WhyistheBritishstreetcarthenumber?Thisisdeterminedbythewheelofthecarriage・Whyisthewheelaboutfourfeetand8.5inches?Becausetheancientchariotwasrunbytwohorses,andthetwohorseswerefourfeetand8.5inches・Thetrackofthemodernrailwayis
3、determinedbythewidthoftheancienthorse'srear・Institutionaleconomicsreferstothisstory,whichshowsthatthereisaself-reinforcingmechanismintheevolutionofeconomicsystem.Thismechanismenablestheevolutionofthesystemtobecomeself-reinforcinginthefutureassoonasittakesapath・Referenee:thisstoryistryingtomak
4、eoncethevendorhaschosenapathforthedistributionofitsproductsorservices,willgraduallyproducegoodfeeling,difficulttochange,evenifthereismoresuitableforaccess・Evenchange,oftenwithtracesofoldpathways,isunlikelytoberevolutionary.Theinnovationofenterprisesisthetrendofadaptingtoconsumermarketcomposit
5、ion,structureandotherchanges.Channelsinthehistoryofmarketingdevelopment,intheformofalikenatureofbiologicalevolutionisintheprocessofchanging,thechangeofthenaturalenvironmentevolutionofbiologicalspecies,withthechangingofthemodernmarketconsumptionstructure,consumerdemanddiversityofdevelopment,th
6、echangeofmarketenvironmentcanalsocausesomecorrespondingchangeofthedistributionchannels,toacceleratethechangeofmarketenvironment,graduallymorerequireactiveenterprisesadjusttheirmarketingstrategy,tocopewiththeincreasinglyfiercecompetitionenvironment・TedLeVittofHarvardUniversity(TedLeVitt)intheb
7、ook''marketingmyopiadisease",said:"thereisnoso-calledgrowthindustry,onlytheNEEDSoftheconsumers(NEEDS),andtheNEEDSoftheconsumersmaychangeatanytime・"AccordingtotheanalysisofMcKinsey,aconsultancy,in11companies,ifyouhaveasuccessfulinnovationpathw
