企业线上渠道引发的冲突及管.docVIP

河北大学工商学院装订线 河北大学工商学院 装 订 线 本科生毕业论文（设计） 题目：企业线上渠道引发的冲突及管 理策略 学 部 管理学部 学科门类 管理学 专 业 市场营销 学 号 2009485630 姓 名 孙建兴 指导教师 沈占波 2013年4月7日 企业线上渠道引发的冲突及管理策略 摘 要 随着网络营销的兴起，越来越多的商家也把目光集中到线上销售渠道上来，但是，随着线上营销渠道逐渐兴起,亦引发了一系列的新型渠道冲突,对于采用多渠道策略的企业而言,在采用线上渠道营销策略的同时,必须处理好渠道冲突,否则会激化各渠道的矛盾,最后得不偿失。 本文从三个部分介绍，第一部分从渠道转型的相关概念入手，分析了企业渠道转型的内涵与必要性；进而，第二部分从几个引发渠道冲突的类型入手分析问题，寻找引发渠道冲突的原因；最后，根据所呈现的问题，从引发渠道冲突的几个原因入手，对这种新的渠道冲突进行剖析，提出相应的解决意见。 希望本文对渠道管理者和以后对这种新兴渠道研究者一些参考。 关键词：线上营销渠道，渠道冲突，传统营销渠道，管理策略 Online channel trigger conflicts and enterprise management strategy ABSTRACT With the rise of the network marketing, more and more businessmen also focus to online sales channels, however, as the online marketing channels gradually rise, also led to a series of new type of channel conflict, for multi-channel strategy of enterprises, in the online channel marketing strategy at the same time, must deal with channel conflict, otherwise will exacerbate the channel conflict, at last do more harm than good. This paper from three parts, the first part from the relevant concepts of channel transformation, analyzed the connotation of the transformation channel and the necessity; Then, the second part from the types of several lead to channel conflict problem analysis, find causes of channel conflict; Finally, according to the present problems, from a couple of reasons lead to channel conflict, analyzes about the new channel conflict, puts forward the corresponding solution comment. Hope this article to the channel managers and researchers in this emerging channel after some reference. Key words: online marketing channels, channel conflict, the traditional marketing channels, management strategy 目 录 TOC \o 1-3 \h \uHyperlink \l _Toc230565571 企业渠道转型的内涵及必要性 PageRef _To\h1 Hyperlink \l _To 言 PageRef _To\h1 Hyperlink \l _Toc230565621.1 企业渠道转型的内涵 PageRef _To\h1