B2B2C模式对销售渠道的影响研究  

The Impacts of B2B2C Mode on Sales Channels

作　　者：彭雷清[1] 卢战春[1] 

机构地区：[1]广东商学院工商管理学院,广州510320

出　　处：《企业活力》2012年第10期22-26,共5页Enterprise Vitality

摘　　要：随着电子商务在中国爆发式的增长,电子商务的模式也出现百花齐放的现象,B2B2C模式作为一种符合目前中国国情的大势所趋的处于高速发展中的复合型电子商务模式,B2B2C模式是B2B和B2C两种电子商务模式的整合:以B2C为基础,以B2B为重点,将两个商务流程紧密结合,从而形成一种新的电子商务模式,对销售渠道的结构、流程、功能和管理都带来巨大影响。With the explosive growth of e-commerce in China, a variety of modes of e-commerce are flourishing. B2B2C is a complex e-business model that is in line with the general trend of China＇s national conditions and develops rapidly. It is the integration of B2C and B2B that bases on B2C and focuses on B2B and closely combines the two business processes, thus forming a new e-commerce model. As a resuh, It has brought a tremendous impact on the structure of sales channels, processes, functions and management.

关 键 词：B2B2C 销售渠道 渠道结构 渠道流程 渠道功能 

分 类 号：F270[经济管理—企业管理]