逆向营销视角下的渠道中间商选择与激励  

Channel partners selection and drive based on adverse marketing

作　　者：曹尔黎[1] 

机构地区：[1]哈尔滨金融高等专科学校管理系,黑龙江哈尔滨150001

出　　处：《科技与管理》2010年第2期64-67,共4页Science-Technology and Management

摘　　要：逆向营销以逆向思维为核心,打破传统营销模式的限制,以顾客主导一切的现代市场营销理念为基础,对市场状况尤其是消费者的需求进行研究,推动营销实践。从逆向营销新思维的视角研究了渠道中间商管理策略,提出了逆向营销视角下的渠道中间商评选指标体系和方法,并对逆向营销视角下的渠道中间商激励进行了讨论。Adverse marketing with adverse thinking at its core promotes marketing activity ,breaking the limitation of the traditional marketing mode and focusing on the demands of customers. This paper studies the channel partner management strategies from the perspective of adverse marketing. Then channel partners selection system and method based on adverse marketing are put forward. Also channel partners drive based on adverse marketing is discussed.

关 键 词：逆向营销 渠道中间商选择 渠道中间商激励 

分 类 号：F713.50[经济管理—市场营销]