浅析网络渠道对传统分销渠道的影响及对应策略  

Analysis the Confluence and the Corresponding Strategy of Network Distribution Channels on Traditional Distribution Channels

作　　者：肖映红[1] 

机构地区：[1]重庆工程职业技术学院,重庆400505

出　　处：《时代经贸》2011年第20期145-145,149,共2页TIMES OF ECONOMY & TRADE

摘　　要：本文指出网络渠道与传统分销渠道问存在冲突的同时又相互促进。网络渠道与传统分销渠道在提升企业形象、提高受众度及消费引导方面相互促进，但同时两者问又在价格竞争和客源争夺方面存在明显冲突。为了有效解决网络渠道与传统分销渠道间的冲突，本文提出有针对性地采取差异化渠道策略和建立混合渠道的方式。This paper point out that though the network distribution channels and traditional distribution channels have conflict but they promote each other also.Traditional distribution channels and network distribution channeIs promote each other on enhance corporate image,improve the audience level and consumer guide,however there ate obvious conflicts on price competition and customer resource.In order m effectively resolve the conflicts between the traditional distribution channels and network distribution channels,we propose to adopt differentiate targeted channel strategy or establish mixed-channel approach.

关 键 词：网络渠道 传统分销渠道 冲突 解决策略 

分 类 号：F426.471[经济管理—产业经济]