软件的网络分销渠道类型及其激励机制研究  

Study on Types and Incentive Scheme of Softwares' Online Distribution Channels

作　　者：张一涵[1] 袁勤俭[1] 

机构地区：[1]南京大学信息管理学院,南京210046

出　　处：《信息资源管理学报》2015年第3期58-63,共6页Journal of Information Resources Management

基　　金：国家社会科学基金项目"数字出版物的营销模式研究"(07BTQ003)的成果之一

摘　　要：网络分销渠道已成为软件销售的主要渠道,主要有软件生产商网络直销、大型综合性网络零售商分销渠道、网站联盟分销渠道、类专卖店分销渠道、门户网站、数字内容商城和银行分销渠道;软件网络分销渠道的激励机制主要有"类返利激励"、"协助分销商进行人员培训"、"渠道促销"、"销售竞赛"、"负激励"等,这些激励机制并不是相互排斥的,软件生产商在实际应用时可以结合多种激励机制。Online distribution channels have become the main channel of software sales, which contain manufacturers direct sales through Internet, large-scale comprehensive online retailers, website affiliate marketing, distribution channels similar to exclusive shop, portals, digital content malls and on-line banks. The incentive scheme comprises something like rebate, assist distributors for the training, promotion market- ing, sales contest, negative incentive and the like. All these incentives are interaction rather than mutually exclusive. Software manufacturers can combine a variety of incentive scheme in practical application.

关 键 词：软件 网络分销渠道 激励机制 网络营销 

分 类 号：F713.5[经济管理—市场营销]