本文对流通理论的发展历程进行梳理,虽然流通理论在上世纪50年代后便逐渐退出西方营销学的主流研究舞台,但流通理论的核心思想在今天的营销管理中仍有运用,为渠道、物流等研究理论为体现,取而代之“流通”一说。结合当前移动互联网的背景,笔者对于流通理论的局限也做了探讨,认为传统的流通理论未能考虑到消费者需求,过于集中在商品流通领域;此外传统的流通理论未能与时俱进,在研究上不断结合时代特点进行创新。 This paper sorts out the development history of circulation theory. Although circulation theory gradually withdraw from the mainstream research stage of western marketing after the 1950s, the core idea of ​​circulation theory is still used in today’s marketing management. Such as research theory to reflect, instead of “circulation ” one said. Combined with the current mobile Internet background, the author also discussed the limitations of the theory of circulation, that the traditional theory of circulation failed to take into account the needs of consumers, too concentrated in the field of commodity circulation; In addition, the traditional circulation theory failed to advance with the times, In the research on the characteristics of the times continue to innovate.