The origins of the study of channel structure can be traced back to Weld. Between 1954 and 1973, the research of channel structure theory reached a peak, which was the earliest research field of channel theory, which had a great influence on channel theory. From 1916 to 1934, Weld, Bartel, and Breyer studied the efficiency of channels, while Converse, Hooky, Alderson, and McMamen studied channel integration and channel design. The above research on channel structure first focuses on the efficiency and effectiveness of marketing channels. Marketing scholars use economic theory to analyze the emergence, structural evolution and channel design of marketing channels.
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