制造商传统和网络营销渠道冲突的成因及协调策略研究.pdf

制造商传统与网络营销渠道冲突的成因及协调策略研究 Abstract Abstract Withthe oftheIntemetandelectronic and vigorous commerce，more development moremanufacturersrealizethe ofintemet choose strength marketing，manyenterprises tobuildtheirownnetwork or onthe network to platformrely third-partyplatforms outthenetwork that channelscouldenterthecoexistear distribution，SO carry marketing ofthe traditionaldistilbutionchannelsandnetworkdistributionchannels．However， suchkindofchannel arenotas satisfiedasis to cases pattems designedbe，the emerged ofchannelconflictsinrecent have theconflictsbetweenthetraditional years presented distribution channelsandnetwork tochannelconflictisthe marketingchannels，leading focusof channelchoice attention．Moreover,the andtheconflictcoordination marketing mechanismshavea effectonthesuccessofthe significant manufacturers marketing activities．Howtoreducethesetwo ofchannelconflictwhile types develop hasbecomeanessentialissueinthe ofchannel synergistically study theory． thebasisof the studies Therefore，on results，this summarizingprevious