电子网络环境下的营销渠道管理

Marketing Channel Management under Electronic Web Environment

首先,给出电子网络环境一个明确的定义,即特指那些在生产、经营或管理中使用了电子网络的企业的生存环境;接着根据电子网络和营销渠道管理的基本知识和理论,以营销渠道管理程序为分析框架,从渠道设计、渠道成员选择、物流配送、渠道协调和渠道控制等方面,讨论了电子网络环境下营销渠道管理可能发生的变化和特点,得到了一些初步的、但对企业具有指导意义的推论。

Procedures of marketing channel management are taken as analytic frame in this research. From five aspects, channel design, channel member selection, logistics, channel coordination and channel control, the trances of marketing channel management under the electronic web environment were discussed, based on internet theories and marketing channel management. Ii is followed that （1） Electronic web environment is narrowly defined, which refers to those firms＇ environment where the firms are employing the electronic web in their production, marketing or management. （2） The impact of the electronic web environment on firm＇s marketing channel management is given, and （3） Some initial but valuable deductions for firms were drawn to manage their marketing channels under the electronic web environment