基于Internet的绿色食品生产商的渠道策略

An Internet-based Strategy of Distribution Channels of Green Food Manufacturers

在网络化时代,生产商如何因时而变,以顾客为导向,进行渠道决策是一个值得关注的问题。本文从绿色食品生产商的角度,探讨了当消费者存在渠道偏好时,绿色食品生产商如何进行渠道份额决策,阐释绿色食品生产商的渠道行为,以期对绿色食品生产商的渠道决策提供参考。

In this the internet era,it is of concern how manufacturers make customer-orientedly decisions on distribution channels with the change of times.This paper discusses that when customers have no preferences to distribution channels,mixed channel has advantages over simple,traditional retailing channel and simple,direct distribution;that how green food manufacturers make decisions on channel proportion at the time that customers has channel preferences,and interprets the distribution channels of green food manufacturers so as to provide for green food manufacturers in decision making of distribution channels.