信息技术影响下营销渠道结构的演化  

On the Evolution of Marketing Channel Structure Influenced by IT

作　　者：吕玉明[1] 吕庆华[1] 

机构地区：[1]华侨大学工商管理学院,福建泉州362021

出　　处：《中国流通经济》2013年第1期106-110,共5页China Business and Market

基　　金：福建省社会科学规划项目"海峡西岸经济区创意城市发展研究"(项目编号:2011B162)的部分研究成果

摘　　要：信息技术的迅猛发展给传统营销渠道带来了很大的变革。从信息技术对渠道结构的影响来看,信息技术不仅可加强渠道间企业的信息沟通,提升渠道效率,还可使传统营销渠道产生去中间化、再中间化、新型混合渠道等影响。从不同中间商面临的不同的渠道演化途径看,中间商的渠道演化途径主要取决于中间商的渠道功能、信息化技术的取代程度和制造商的因特网直销能力等因素。为更好地顺应渠道演化趋势,制造商和中间商应及时找对自己的位置,在新的环境下保持良好的竞争优势。The rapid development of IT brought dramatic changes for traditional marketing channel. In terms of influence of IT on channel structure, IT can not only strengthen information communication among channel enterprises and improve channel efficiency, but also bring the effect of disintermediation, reintermediation and cybermediation for traditional marketing channel. In terms of the different ways of channel evolution facing different intermediaries, intermediaries＇ ways of channel evolution will be determined by such factors as the intermediaries＇ channel function, substitute of IT and the manufacturers＇ capacity for direct selling on line. To better comply with the trend of channel evolution trend, the manufacturers and intermediaries should find their own position and maintain the sound competitive advantages in the new environment.

关 键 词：营销渠道 去中间化 再中间化 网络中间化 

分 类 号：F713.50[经济管理—市场营销]