网络技术对企业销售渠道结构的影响研究  

On Effect of Internet Technology on Enterprise Sales Channel Structure

作　　者：姜磊磊[1] 张慧 JIANG Lei-lei;ZHANG Hui(Anhui Open University,Hefei,Anhui,230022,China;Hefei University of Technology,Hefei,Anhui,230009,China)

机构地区：[1]安徽广播电视大学,安徽合肥230022 [2]合肥工业大学,安徽合肥230009

出　　处：《武汉商学院学报》2018年第4期48-50,共3页Journal of Wuhan Business University

摘　　要：网络技术的出现对传统的销售渠道产生了极大的冲击,从网络技术对销售渠道结构的影响来看,网络技术在商品销售中的应用促进了企业与消费者之间的沟通,提高了企业的利润率,降低了商品销售价格,从而极大地提高了销售渠道运行效率。此外网络技术还实现了传统销售渠道的去中间化与网络中间化再现,现阶段企业必须要根据所销售商品的属性确定渠道建设策略。The internet technology has had a great impact on the traditional sales channels. From the influence of the technology on the sales channel structures, we can see internet technology promotes the communications of enterprises with their consumers, increasing the enterprises＇ profit, reducing the sales prices of the commodities, so that sales channel operation efficiency has greatly improved. Besides, the internet technology has achieved the effect that the traditional intermediary agent is removed and replaced by the network platform. At present enterprises should adopt the strategy of building sales channels according to the property of the commodities to be sold.

关 键 词：网络技术 企业 销售渠道 结构 

分 类 号：F274[经济管理—企业管理]