B2C电子商务模式下多渠道分销系统研究综述  

A Review on Multi-channel Distribution System Based on B2C E-commerce

作　　者：赵礼强[1] 郭亚军[2] 

机构地区：[1]沈阳航空工业学院经济与管理学院,沈阳110136 [2]东北大学工商管理学院,沈阳110006

出　　处：《管理评论》2010年第2期69-78,85,共11页Management Review

基　　金：国家自然科学基金项目(70472032)

摘　　要：随着网络技术及电子商务的迅速发展,众多企业在保持传统零售渠道的同时,开辟电子市场直接向终端消费者出售产品。B2C电子商务模式下多渠道分销系统问题的研究近几年引起企业界和学术界的重视。本文针对近几年B2C电子商务模式下多渠道分销系统的研究成果进行了跟踪,主要从多渠道结构安排和定价、多渠道冲突与协调、多渠道运作管理等问题对国内外研究现状进行了综述,最后提出了该领域未来的研究方向。The rapid development of E-commerce and network has helped many enterprises that distribute their products through traditional channel selling product through E-market based on network.The study of multi-channel distribution systems based on B2C E-commerce has become one of the focuses of supply chain management.The research scenarios and research progress of the main problems in multi-channel distribution system are reviewed,which involves multi-channel structure arrangement and pricing,channel conflict coordination and channel operation based on B2C E-commerce.Finally,some open problems and research interests in this field are proposed.

关 键 词：供应链 B2C 电子市场 多渠道 综述 

分 类 号：F713.36[经济管理—产业经济] N94[自然科学总论—系统科学]