信息互联网时代下重资产企业的营销渠道治理

Management of Marketing Channel of Heavy Assets Enterprises in the Information Internet Age

随着信息技术的发展,营销渠道治理方式变得更加多样化,但部分企业盲目地追求新技术,造成了渠道上下游的信息偏差、渠道权力滥用、加剧同类产品竞争等问题。重资产企业要把握好资金渠道和信息渠道、冲突处置和权力控制、服务策略和渠道满意等方面的关系。

With the development of information technology,marketing channel governance has become more diversified,but some enterprises blindly pursue new technology,resulting in information deviation,abuse of channel power,aggravation of competition of similar products and so on.Heavy asset enterprises should grasp the relationship between capital channels and information channels,conflict resolution and power control,service strategies and channel satisfaction.