浅析复合渠道在企业营销中的作用  

Function of Complex Channel in Enterprise Marketing

作　　者：周立力[1] 

机构地区：[1]山东财政学院计算机信息工程系,山东济南250014

出　　处：《山东冶金》2005年第6期57-58,共2页Shandong Metallurgy

摘　　要：目前,企业的营销活动正在从单一渠道模式向复合渠道模式转变,非线性的复合渠道模式一切围绕客户,以客户为中心,企业各有特色,客户各有需求,带来不同的复合化方式。渠道复合时要注意市场时势、渠道管理、渠道增值空间以及信息整合等相关问题,遵循相关的规则。Today the marketing activity for enterprise is changing from single channel model to complex channel model. Customer is treated as the center in non-linear complex channel model. There are different complex modes for each enterprise characteristic and each customer need. Those channels are combined needs to pay attention to some question and regulation, such as the current situation of marketing, channel management, channel increment space and information integration, etc.

关 键 词：单一渠道模式 复合渠道模式 企业营销 

分 类 号：F713.3[经济管理—产业经济]