电子商务对生产企业营销渠道变革的影响

Influence of Electronic Commerce on the Change of Marketing Channel in Manufacturing Enterprises

电子商务在我国发展不到二十年,却让很多的传统行业发生着巨大的变革,对企业的营销渠道也产生了巨大的影响。本文以渠道的概念及类别作为切入点,分析在电子商务环境下传统营销渠道成员关系及新兴的渠道的变革,进而探讨企业在电子商务时代对于营销渠道变革的应对措施。

The development of electronic commerce in China is in less than twenty years,but many of the traditional industries have a huge change,notably in the marketing channels.This article,by taking the concept and category of the channels as the breakthrough point,analyzes the changes to traditional marketing channel members and the emerging channels in the electronic commerce environment.The paper then explores the responding measures of enterprises for marketing channel changes in the era of electronic commerce.