عنوان مقاله [English]
Nowadays, with the accelerated entry of major channels into distribution channels such as Amazon, Dell, Direct Line and other companies, there have been major changes in the distribution channels. Corporate habit of present distribution channels Due to the value added from the current distribution channel approach, they have kept them away from understanding new opportunities arising from changes and developments in the field of channel, customer needs and demands. For this purpose, the present study, using a qualitative research method based on data-base theory, has conducted a conceptual model design in this field by interviewing 16 experts in distribution channels. The findings of this qualitative study show that identifying the causal factors in changing the distribution channel strategy can lead to achievements and results such as customer differentiation, target market change, distribution strategy change, lower distribution costs, increase market share and profit margin. The results of the research showed that the causal factors in changing the distribution channel strategy include customer accessibility, customer experience, customer service cost, customer relationship with the organization and having a holistic and forward-looking perspective and moderating factors in the channel strategy change process. Distribution includes: infrastructure and resources, type and nature of industry and contextual factors are the type of managerial perspective and core competency of the company.