市场竞争之另类渠道建设研究  

Study on the Offbeat Channel Construction of Market Competition

作　　者：廖远兵[1] 

机构地区：[1]河源职业技术学院,广东河源517000

出　　处：《武汉商学院学报》2016年第2期43-46,共4页Journal of Wuhan Business University

基　　金：河源市哲学社会科学"十二五"规划课题<河源市商业市场发展竞争研究>(项目编号:Hysk2011007)

摘　　要：渠道竞争是市场营销竞争手段的重要组成部分,不断创新市场竞争手段是企业开展市场营销活动的关键,在渠道竞争日趋激烈市场环境下,用创新的思维去开展另类渠道建设是企业获取产品销售新通道的新手段。另类渠道的建设不是简单的标新立异,它必须迎合消费者,必须建立在对市场的深入了解和掌握基础上,尤其是要对消费者的消费习惯和购买行为习惯变化作出判断和了解透彻,唯有如此才能按照消费者的购买途径喜好开辟另类渠道。Channel competition is an important part of marketing competition, and constant innovation of marketing tools is the key to the marketing activities of enterprises. In the increasingly competitive market of new channels, exploring offbeat channel is a new way for enterprises to find new path for product sale. Exploring offbeat channel does not mean doing things new for the sake of being different; rather, it means catering to consumers on the basis of in-depth understanding and mastery of the market, or more precisely, on the basis of prediction and understanding of the changes in consumption habits and purchase habits. Only in this way can we find offbeat channels in accordance with consumer preferences.

关 键 词：市场营销 渠道竞争 另类渠道建设 

分 类 号：F274[经济管理—企业管理]