网络环境下主要营销渠道选择策略  

Strategies of Channel Selecting in Network Environment

作　　者：陈明洋[1] 孙毅[1] 吕本富[1] 

机构地区：[1]中国科学院研究生院管理学院,北京100190

出　　处：《管理评论》2008年第9期9-13,19,共6页Management Review

基　　金：国家自然科学基金项目资助(70273048)

摘　　要：本文从企业的角度出发,在现有关于渠道问题的研究成果上考虑"产品层次"的影响因素,建立由"产品——市场"三要素所构成的渠道选择决策模型进行渠道选择,为企业合理选择营销渠道提供了系统、实用的理论工具。文章的最后部分对图书市场进行实证分析,结果表明,产品、营销渠道的特点以及当前消费者渠道偏好决定了传统分销方式仍然是最主要的营销渠道,但在某些领域,电子商务渠道也发挥着重要的作用。针对不同层次的产品企业需要采取不同的渠道策略。From the enterprise perspective, considering factors in terms of product level based on the current research results of channel issues, the article establishes channel decision-making model which contains two elements of product-subdivision market to provide systemic and practical theoretical tools for enterprises to reasonably choose marketing channels. The final part of the article analyzes book market. The result illustrates that traditional distribution manners are still the most important marketing channel decided by the characteristics of products and marketing channels, as well as current customers' preference of channels. However, in some specific areas, e-commerce channels also play an important role. Therefore, different strategies should be taken to meet the needs of products at different levels.

关 键 词：电子商务 渠道冲突 细分市场 层次分析模型 

分 类 号：F274[经济管理—企业管理] F49[经济管理—国民经济]