电子商务环境下营销渠道的管理

Management of Marketing Channel in the Environment of Electronic Commerce

在电子商务迅猛发展的背景下,互联网提供了快速、有效的商业信息,从而使营销渠道成员的权力出现了新的配置。制造商和零售商的控制力在不断扩大,传统中间商的角色逐渐弱化,取而代之的是新兴的网络中间商。复杂的渠道关系会导致新的渠道冲突和控制问题,因此,有必要建立以低成本、高效率为宗旨的多渠道管理创新机制,来更好地发挥电子商务环境下的多渠道优势。

Under the fast development of E - business, interact supplies rapid and efficient business information, which helps to redistribute the power of each marketing channel member. The controUing force of the manufacturem and the salesmen has been expanding, while the middlemen on the interact are taking the place of the traditional middlemen whose roles are reducing. Complex relationships have brought new conflicts and problems of controUing. So it＇s needed to set up creative mechanism of multi - channel with low cost and high efficiency , making good use of each channels＇advantages.