渠道整合研究.docVIP

渠道整合研究 四川师范大学文理学院 刘鹤 摘要：20世纪90年代以来，互联网技术获得了空前的发展和广泛的应用，数字化、网络化、集成化已成为不可抗拒的历史潮流。网络营销以其迅速、高效、低成本的流通优势，正在领导一种全新的分销模式，带来了无限商机。为了更好适应顾客购物习惯的变化，更多增加销售机会，一些使用传统销售渠道的企业计划或正在尝试使用网上营销渠道；同时那些严格意义上的网络直销企业也试图利用传统销售渠道来扩大自己市场份额或销量。 电子商务系统环境尚未完善，区域发展极不平衡，可以预测，未来相当长的一段时间内这两种渠道营销方式将会同时并存。无论是在传统渠道销售中引入网络营销，还是网络营销企业尝试传统渠道销售方式都需要非常谨慎，如果简单的用1＋1的方法让两种渠道共存，必然带来诸如利益分配和渠道冲突的问题，影响销售渠道的稳定，甚至造成渠道系统的崩溃。据此，传统销售渠道和网络营销渠道的整合研究有比较重要的现实意义。作者认为渠道整合的内涵是对信息流、物流、资金流、目标市场和服务等核心要素进行协调，以期达到效率和市场覆盖率的最大化，同时避免冲突失控。本文设计出一种初步解决渠道互斥的简易模型，试图回答以下渠道整合问题：第一，传统销售渠道和网络营销渠道二者关键要素整合的空间在哪里；第二，哪些环节有必要且必须分开实施，其实施策略如何等等问题 希望本文的研究成果对网络营销渠道与传统销售渠道同时并存的企业具有一定的借鉴意义。 关键词：渠道 网络营销渠道 传统销售渠道 互斥 渠道冲突 整合 Abstract Since the 90s of the 20th century, the Internet technology has undergone an unprecedented development and a widely range of applications, and digital, networked, integrated has become an irresistible historical trend. Network Marketing has advantage of its speed, high efficiency, low-cost in circulation, it is leading a new distribution model, which has brought unlimited business opportunities. In order to adapt to the changes of customer shopping habits and to increase more opportunities of sales, some enterprices which use of traditional marketing channels plan or are trying to use the online marketing channels; At the same time, those in the strict sense network marketing companies are trying to use the traditional sales channels to expand their own market share or sales.  The environment of E-commerce system has not been perfect, unbalanced regional development, we can predict that the two channels will co-exist of the future for a long period of time marketing. Whether in the traditional sales channels for the introduction of network marketing, or network marketing companies try to traditional sales channels that all need to be much cautious way, if a simple method of using 1 +1 channel to allow the coexistence of two channels,that will inevitably bring about the distribution of benefits and channels such as the is