互联网时代汽车混合营销渠道研究  

Research on the automotive mixed marketing channels in the internet era

作　　者：杨霖华[1] 

机构地区：[1]重庆教育学院工商管理系,重庆400067

出　　处：《重庆教育学院学报》2011年第6期111-114,共4页Journal of Chongqing College of Education

摘　　要：互联网已经在消费者的汽车购买决策中发挥重要作用,部分汽车供应商开始在传统汽车销售渠道之外探索网络直销。本文分析了目前我国传统汽车销售网络和网络直销渠道的发展现状及各自存在的问题,并据此探讨了互联网时代的汽车混合营销渠道发展策略。The interact has played an important role in the consumers＇ car purchasing decision. Some of the automobile suppliers are beginning to explore the network direct marketing approaches besides the traditional sale channels. On the basis of analyzing the present situation and the problems of the two modes, this paper discusses the development strategy for the automotive mixed marketing channels in the internet era.

关 键 词：网络直销 互联网 混合渠道 汽车营销 

分 类 号：F713.3[经济管理—产业经济]