毕业论文--电子商务环境下博库书城营销渠道冲突管理研究.docVIP

电子商务环境下博库书城营销渠道冲突管理研究 The Research on Bookuu Bookstore Marketing Channel Conflict Management under E-commerce Environment 摘要 电子商务给我们带来了一种全新的销售模式的同时，也给我们带来一种崭新的挑战。当传统企业把网络销售作为一种新的销售渠道引入已有的分销体系时，必然会面临新的渠道冲突的问题，也就是电子商务渠道和传统渠道之间会产生新的冲突。而这种渠道冲突正是那些正致力于发展电子商务渠道的企业所遇到的最大的问题。因此，对于怎样管理这种渠道冲突的研究将有重要的现实意义。 针对电子商务下分销渠道变革所产生的渠道冲突，本文分析了互联网的发展情况，电子商务给企业带来的营销环境和经营方式的变革以及电子商务下我过图书零售业态的新变化，在对传统营销渠道和电子商务渠道进行了比较基础上，分析了电子商务下的几种营销渠道模式。本文分析了电子商务环境下渠道冲突定义，类型，冲突产生及机理。在上面的基础之上，本文针对博库书城进行了研究，分析了博库书城冲突模式和冲突概况，总结了电子商务环境下博库书城渠道冲突的积极影响和消极影响，并对他存在的问题提出了一些管理策略。 关键词 电子商务；渠道；冲突；营销策略 Abstract E-commerce has not only brought us a new sales model, but also gave us a new challenge. When the traditional enterprise introduces network marketing as a new sales channel into the distribution system, it will surely meet a new problem of channel conflict, that is, new conflict will be brought between the E-commerce channels and traditional channels. this channel conflict is the biggest problem for those industries which are trying to develop the E-commerce channels. Therefore, how to manage channel conflict in this thesis will have important practical significance. Under the distribution channels for e-commerce generated by changes in channel conflict, this article analyzes the development of the Internet, E-commerce to marketing enterprises and the business environment changes, as well as e-books that I have the new changes in retail formats, At the traditional marketing channels and e-commerce channels on a basis of comparison, analysis of e-commerce marketing channels under several modes. This paper analyzes the e-commerce channel conflict’s definition, type, and the mechanism of conflict. At the basis of the all, this thesis studies Bookuu bookstore, analyzed Bookuu bookstore’s overview of conflict and the conflict model, summes up Bookuu bookstore positive and negative impacts by channel conflict, and makes some management strategies about its question. Keywords E-commerce channel conflict market