Channel length decision is measured by the number of channel levels, which mainly determines the number of circulation links in the process of product transfer from producers to consumers. Channel width decision, also known as the number of middlemen decision, mainly determines the number of middlemen used at each channel level. It has three optional strategies: wide distribution, exclusive distribution and selective distribution.

(1) is widely distributed

That is to say, within a certain market scope, producers use as many middlemen at the same level as possible to promote their products and deliver them to consumers through numerous distribution channels. Convenience products in consumer goods are most suitable for this strategy.

(2) Exclusive distribution

That is, within a certain market range, producers only choose one middleman to distribute their products. The manufacturer gives the middleman the privilege of distributing products, but requires the middleman not to deal in the similar products of competitors. This strategy is generally only used for some products with fewer buyers, higher unit price or more complicated technology.

(3) Select distribution

That is to say, in a certain market range, producers have chosen more than one but not all middlemen who are willing to distribute their products. It is most suitable for shopping in consumer goods.