电商渠道冲突营销论文.doc

摘 要 随着信息时代的来临，电子商务由于其快捷性、便利性成为企业促进销售扩大品牌知名度的利器，成为网络世界的又一新宠。电子商务起源于美国，发展于欧洲，近年来在中国兴起。数据显示自2005年以来，我国电子商务市场交易额稳定增长，2007年我国电子商务市场规模突破17000亿元，我国电子商务投资市场迎来一轮发展高潮。电子商务的蓬勃发展使众多制造企业看到的网络营销的商机，纷纷开展电子商务活动，试图通过开拓网络营销渠道进一步促进公司的业务发展。 然而，企业在开拓网络渠道的过程中并不是一帆风顺的。新兴的网络营销渠道确实能够扩大企业产品的知名度、提高公司形象、促进销售，但它的发展不可避免的冲击了企业原有传统渠道的业务。网络营销渠道与传统营销渠道存在消费群体的同质性、销售价格的差异性、网络渠道搭便车等现象导致二者之间发生冲突，并随着电子商务的迅速发展冲突有进一步升级的趋势，这就严重影响了企业渠道策略的实施效果，进而影响销售业绩。 针对目前企业渠道建设中存在的网络渠道与传统渠道冲突问题，本文采用案例分析法、文献搜索法、定性分析法等研究方法，对这一问题进行深入探讨，分析问题产生的根源，并据此提出合理可行的建议，为企业更好的开展电子商务工作提供借鉴意义。 关键词：电子商务 网络营销渠道 传统营销渠道 冲突 ABSTRACT With the advent of the information age, e-commerce because of its rapidity, convenience become a weapon for enterprises to promote sales to expand brand awareness, becoming the online world another new favorite. E-commerce originated in the United States, the development in Europe, the rise in China in recent years. The data show that since 2005, Chinas e-commerce market turnover steady growth, the scale of Chinas e-commerce market in 2007 exceeded 1.7 trillion yuan, Chinas e-commerce investment market ushered in a surge of development. The booming e-commerce network marketing, many manufacturing companies see business opportunities, have launched e-commerce activities in an attempt to develop online marketing channels to further promote business development. However, not all plain sailing in the process to develop the network channels. Indeed emerging online marketing channels to expand the visibility of their products, improve the company image, promote sales, but its development will inevitably impact on the existing traditional channels of business. Homogeneity of the network marketing channel with the traditional marketing channels, consumer groups, and the sales price difference, network channels free-rider phenomenon has led to conflict between the two, and further escalation of the conflict with the rapid development of e-commerce This has seriously affected the implementation of enterprise channel strat