文档介绍：海南大学
毕业论文(设计)
题目:电子网络环境下的营销渠道管理
姓名:fanke1987
年级:2006级
学院:旅游学院
系别:市场营销
专业:市场营销
完成日期:2010年3月20日

摘要
互联网的应用与普及为企业(不论是生产制造商还是中间商)构建营销渠道提供了一个新的选项,意味着新的渠道机遇,它具有数字化、虚拟性、交互性、全球性等特点,使其与传统营销渠道互相支持、互相补充,并继续显示着巨大的发展潜力。同时,互联网的快速发展也对人们的生活各个方面产生了重大影响,人们在工作、学习和生活中越来越多地使用互联网,人们的消费模式和消费习惯呈现出不同以往的变化趋势和明显特征。
但是,网络营销逐渐兴起也引起了一系列渠道冲突,对企业原有的营销渠道形成威胁,有可能使企业原有的渠道经验、知识和优势作废;如果这种模式运用不当(如不顾效果和条件的超前运用),可能给企业的营销渠道管理带来严重的问题。对于采用多渠道策略的企业而言,在采用网络营销策略的同时必须处理好渠道冲突,从自身实际情况出发,制定网络环境下的分销渠道冲突应对措施。
基于此,本文将从对电子网络环境发展历程的研究入手,分析现有国际国内环境形势下的企业营销渠道状况,总结企业在网络渠道和传统营销渠道整合方面的探索和成绩以及出现的问题,从而提出解决现有问题的办法,希望给企业的实际经营提供可行性参考。
关键词:网络营销;电子商务;渠道冲突;渠道管理;渠道变革
Abstract
The 21st century will be a information age with digital, information technology work will be characteristics of the work economy enable people pay more attention to acquisiting,manipulating,transporting and using of digital information,changing therelationship between enterprises and consumers,rewriting the consumers` development of the information technology has also greatly promote the development of the merce,transactions, electronic currency and financial markets.
The application and popularization of the provides a new option for enterprises to builde marketing channels,depending on its characteristics,like digital,virtual,interactive,global,make supporting plement for traditional channels,and continue to show great potential development. At the same time,its rapid development had significant impact on all aspects of people's lives,people's consumption patterns and habits showed different trends and obvious new features.
However, the gradual emergence of work marketing also attracted channel conflicts,and posed threats to the enterprises`existing marketing channels, it’s possible to make original experiences, knowledges and strengths this pattern be used inappropriately,it may lead serious problems panies` channel make multi-channel strategy,they must deal with channel conflict well,develop measures t