渠道结构变迁与网络背景下的营销渠道  

The Changes of Channel Structure and the Marketing Channel Under the Background of Network

作　　者：张春法[1] 张为付[1] 

机构地区：[1]南京财经大学国际经贸学院

出　　处：《财贸经济》2006年第12期91-94,共4页Finance & Trade Economics

基　　金：国家社会科学基金;批准号:04BJL003

摘　　要：本文在简要梳理渠道结构演变轨迹的基础上,揭示了渠道结构变迁的内在机理,分析了网络营销渠道结构的一般特性。本文认为,特定的供求格局和科学技术特别是信息技术的发展水平,决定着渠道结构的既存状态及其变迁。随着网络和信息技术的不断完善,直接渠道将成为具有普遍意义的一种营销渠道类型,在长度、宽度、规模及空间层面呈现出新的结构特征。By illustrating the changing process ot channel structure,this paper reveals the inner mechanism of channel structure change and analyzes the general feature of marketing channel structure.The paper states that the ex- istence of channel structure and its changes depend on the specific supply structure and the scientific technolo- gy,especially on the development of information technology.With the continuous development of internet and modern information technology,direct marketing will widespread and present new structural feature in such as- pects as marketing length,width,scale,and spatial structure.

关 键 词：渠道结构 网络营销 营销渠道 

分 类 号：F713.50[经济管理—市场营销]