电子商务对营销渠道管理的影响

Influence of E-commerce on Marketing Channel Management

通过对近些年来学术界关于电子商务对营销渠道影响相关文献的总结,本文评述了电子商务在营销渠道设计、营销渠道成员选择和管理、营销渠道评价等方面的影响:在营销渠道设计方面,学者们的研究集中在电子商务作为一种新的营销渠道的特性,与这一个新的渠道和旧渠道之间的关系等方向;在营销渠道成员选择和管理方面,相关研究主要集中在渠道冲突管理上;营销渠道评价方面的研究主要是为新的渠道设计新的绩效评价体系。因此,未来的相关研究应该集中在电子营销渠道和传统营销渠道的协同和替代作用,不同国家、不同经济水平和文化氛围对于渠道间关系的影响,以及多种渠道下企业营销策略研究等方面。

By summarizing the literature about the impact of e - commerce on marketing channel in recent years, this ar-ticle reviews the impact of e - commerce on the design of marketing channel, the selection and management of the mar-keting channel members, and the evaluation of marketing channel. In the aspect of the design of marketing channel, scholars focused on electronic commerce as the features of a new marketing channel, and the relationship between the new channel and the old channel ; in the aspect of the selection and management of marketing channel members, the re-search focused on the channel conflict management ; the study on the evaluation of the marketing channel was to design a new performance appraisal system for the new channel. Therefore , the future research should focus on the synergy and substitution effect of electronic marketing channels and traditional marketing channels, the influence of different coun- tries, different econome levels and cultural atmospheres on the relations between the channels and the research of corpo-rate marketing strategy in a variety of channels.