Abstract Domestic distribution in Vietnam is characteristic of an emerging market in the beginning stages of modernization, with frequent changes in retail format, a fragmented distribution structure, and ambiguous regulations. This study uses field surveys and comparative analyses of individual enterprises in Vietnam’s toiletry products industry to identify suitable channel strategies for emerging markets in the early stages of distribution modernization. The results indicate that partnership channels are more suitable than hierarchy and market governance channels. Moreover, among the various types of intermediaries, distributors provide a key role in emerging markets where transportation functions are undeveloped. Finally, the study investigates the various methods of partner selection, finding that effectiveness-oriented networks are superior to large-scale efficiency-oriented networks because they have greater channel coverage in modernizing emerging markets. The findings demonstrate the optimal channel structures and partner selection criteria for distributors in emerging markets.

中文翻译：

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选择新兴市场的最佳中介渠道：以越南洗浴用品为例

摘要 越南国内分销是一个处于现代化初期的新兴市场，零售业态变化频繁，分销结构分散，监管不明确。本研究对越南卫浴用品行业的个别企业进行实地调查和比较分析，以确定在分销现代化的早期阶段适合新兴市场的渠道策略。结果表明，合作渠道比等级和市场治理渠道更合适。此外，在各种类型的中间商中，分销商在运输功能不发达的新兴市场中发挥着关键作用。最后，该研究调查了合作伙伴选择的各种方法，发现以效率为导向的网络优于大规模以效率为导向的网络，因为它们在新兴市场的现代化中具有更大的渠道覆盖范围。调查结果展示了新兴市场分销商的最佳渠道结构和合作伙伴选择标准。