电子商务环境下的市场营销渠道研究

题目：电子商务环境下的市场营销渠道研究英文题目：Theelectroniccommerceenvironmentofmarketchannelresearch学生姓名：缪献文班级：计算机信息管理1班专业：计算机信息与管理指导教师：彭涛东华理工大学高等职业技术学院摘要营销渠道己被越来越多的企业看作取得竞争优势的关键。电子商务的发展使企业经营环境和经营理念发生很大变化，也推动了企业营销渠道的变革。原有的渠模式己不适应企业在电子商务环境下发展的需要，需要对企业营销渠道进行选择与整合。本文充分吸收和借鉴现有研究成果，首先着重分析了传统营销渠道的结构、电子商务背景下企业营销理念的发展及营销渠道发生的变革。然后分析了企业营销渠道的几种结构模式，把营销渠道分为传统渠道与网络渠道相结合、中间商分销、制造商网络直销及中间商网络直销四种模式。企业需要选取合适的渠道模式以获得最大收益，影响渠道选择的主要因素有经济因素、市场因素、及企业营销渠道支持体系建设水平等。企业需要选择合适的营销渠道，充分考虑各影响因素，建立评价指标体系，引入灰色评价方法评价各渠道。根据评价结果选择渠道。企业采用多渠道模式最突出的一个问题就是渠道冲突，需要对企业营销渠道整合。研究以系统理论、营销理论为指导，主要运用定性研究与定量研究相结合的方法，从价值链管理的角度出发，以生产商对包括供应商、中间商、最终消费者等环节的统一协调为整合企业营销渠道的前提，以信息系统的建立和运用为企业营销渠道整合的基础，整合电子商务背景下的企业营销渠道，同时通过对整合过程中和任务完成后可能产生的渠道冲突进行分析和有效管理，构建电子商务背景下企业营销渠道的支持体系，确保达到营销渠道整合的目的。最后，提出企业营销渠道的发展趋势并对研究的内容进行总结与展望。关键词:市场营销:营销渠道;电子商务;企业;营销渠道支持体系;ABSTRACTMarketingchannelhasbeenmoreandmoreenterprisesasthekeytothecompetitiveadvantage.Thedevelopmentofe-commercemakeenterprise.Businessenvironmentandbusinessconceptchangegreatly,butalsopromotetheenterprisemarketingchannelchange.Theoriginalcanalmodelhasnotadapttotheenterpriseintheelectroniccommerceenvironmentdevelopmentneeds,needtoenterprisemarketingchannelsofselectionandintegration.Thispaperfullyabsorbanddrawlessonsfromtheexistingresearchresults,firstthispaperemphaticallyanalyzesthetraditionalmarketingchannelstructure,electronicbusinessbackgroundenterprisemarketingconceptandthedevelopmentofmarketingchannelhappenchange.Andthenanalyzestheenterprisemarketingchannelsofseveralofthestructuremodel,themarketingchannelisdividedintotraditionalchannelsandnetworkchannelstocombinetogether,middlemendistribution,manufacturersnetworkmarketingandmiddlemennetworkmarketingfourmodels.Enterpriseneedtochoosetherightchannelmodetogetthemaximumgain,themainfactorsofinfluencethechannelselectionhaveeconomicfactors,marketfactors,andtheenterprisemarketingchannelsupportsystemconstructionlevel.Enterpriseneedtochooseappropriatemarketingchannels,andfullyconsidertheinfluencefactors,establishevaluationindexsystem,thegrayevaluationmethodtoevaluatethechannel.Accordingtotheevaluationresultschoosechannels.EnterpriseUSESthemostprominentmulti-channelmodeisthequestionofthechannelconflict,theneedtointegrateenterprisemarketingchannel.Researchinthesystemtheory,themarketingtheoryastheguide,mainlyusingqualitativeresearchandthemethodofcombiningquantitativeresearch,fromthepointofviewofvaluechainmanagementtoproducers,tradersandsupplierstoincludelinkssuchasfinalconsumeruniformcoordinationoftheenterprisemarketingchannelsforintegrationofthepremise,andwiththeinformationsystemestablishmentanduseforenterprisemarketingchannelintegrationfoundation,integrateelectronicbusinessbackgroundofenterprisemarketingchannels,butatthesametime,throughtheprocessofintegrationandaftercompletionofthepossiblechannelconflictanalysisandeffectivemanagement,underthebackgroundofconstructinge-commerceenterprisemarketingchannelsupportsystem,toensurethatreachthepurposeoftheintegrationofmarketingchannel.Finally,putforwardthedevelopmenttrendofenterprisemarketingchannelsandthecontentoftheresearchpapersummarizesandprospect.目录第一章绪论...................................................................................................................................51.1问题的提出........................................................................................................................51.2选题的目的和意义............................................................................................................6第二章企业营销渠道选择.............................................................................................................72.1传营销渠道分析.................................................................................................................72.1.1传统营销渠道结构..................................................................................................72.1.2传统营销渠道的不足..............................................................................................82.2电子商务对传统营销渠道的影响.....................................................................................9第三章电子商务对企业营销渠道的影响...................................................................................103.1中间商分销模式...............................................................................................................103.1.1制造商网络直销模式............................................................................................113.1.2中间商网络直销模式............................................................................................123.2渠道选择的影响因素分析...............................................................................................133.2.1外部环境因素........................................................................................................133.2.2内部环境因素........................................................................................................13第四章电子商务环境下企业营销渠道整合.............................................................................154.1企业营销渠道冲突分析.........................................................................................