电子商务环境下新型渠道冲突的管理

Under Electronic Commerce Environment New Channel Conflict Management

电子商务给企业带来更多的市场机会和更高的效率,为企业节约交易成本,同时也与企业原有的分销渠道产生了冲突。本文在分析传统渠道和电子商务渠道的基础上,阐述了企业实行电子商务所引发的渠道冲突并提出了相应的管理策略。

Electronic commerce brings the more market opportunities to the enterprise and a higher effidency, is the enterprise saves the transaction cost, simultaneously has also had the conflict with the enterprise original retailing channel This article in the analysis tradition channel and in the electronic commerce channel＇s foundation, elaborated the enterprise implemented the channel which electronic commerce initiated to conflict and to propose the corresponding management games.