摘要
传统渠道链的内在缺陷和新竞争模式的外在压力迫使企业必须通过渠道创新以获得新的利润和竞争力。本文在借鉴供应链管理优势的基础上,从组织结构、成员关系和管理模式创新三方面入手,提出渠道构建的逆向模式,以实现渠道的系统优化及各成员的长远利益最大,并使得市场的覆盖更为有效。
The companies are forced to innovate marketing channel to obtain new profits and core competition because of the internal defect of traditional channel chain and the external pressure of new competition pattern. The author puts forward the inverse pattern of channel establishment from organizational structure, member relationships and management measures which based on the advantages of supply chain management in order to optimal the whole channel and the maximun profit of all members and make market coverage availably.
出处
《经济与管理》
2005年第9期42-44,共3页
Economy and Management
关键词
供应链管理
营销渠道创新
系统优化
逆向模式
supply chain management
innovation of marketing channel
system optimization
inverse pattern
