网络企业管理研究——信息时代下营销渠道的研究

网络企业管理研究——信息时代下营销渠道的研究

字数:14635,页数:28 ^文档编号:YX017
摘要
在经济越来越全球化的今天，企业管理者也越来越明白“产品是立命之本，渠道是立身之本”这个道理。如何建立一条完善畅通的渠道，并有效地管理，成为一个企业关乎成败的大问题。渠道是载负厂商的流水，通过它，厂商的产品才能“流”到用户。水可载舟，亦可覆舟，渠道结构合理，流动畅通时，它会根据市场需求抓住用户，给厂家带来巨大的价值；当渠道阻塞时，出现的逆流将使厂商迅速陷入崩溃之中，失去市场和用户。所以说，渠道是各厂商手中的一把双刃剑，用得好，可以在市场上纵横驰骋；用不好，顷刻间便会一败涂地。
关键词网络营销渠道，传统营销渠道，网络营销的直接渠道，网络营销的间接渠道
Abstract
Today more and more globalization in the economy , the business enterprise governor also understands the truth "the product is to sign a life of originally, the outlet is to sign a body of originally" more and more.How build up a perfect and unimpeded outlet, and manage availably, become a business enterprise pass the great problem of[with] success or failure.Someone once makes a parable:The outlet is the flowing water which carries a negative manufacturer, passing it, the manufacturer's product then can "flow" customer.Water can carry boat, drowning boat may also, the outlet structure is reasonable, flowing unimpeded, it will hold tight customer according to the market need, bringing factory house huge value;When the outlet jams, appear of the against the current will make the manufacturer sink into breakup quickly, losing market and customer.So say, the outlet is a double blade sword in the each manufacturer's hand, using so much, can let the business enterprise sign in the invincible position;;Use not good, will suffer a crushing defeat in a short instant and then.

Keywords Network marketing outlet，Traditional marketing outlet，The direct outlet of network marketing，The indirect outlet of network marketing
目录
摘要 .............................................................1
前言 .............................................................3
第一章目前中国营销渠道存在的问题及发展趋势.......................4
1.1目前营销渠道存在的问题.........................................4
1.2营销渠道的发展趋势.............................................7
第二章网络营销渠道的概念及重要性.................................11
2.1网络营销渠道的概念.............................................11
2.2网络营销渠道的重要性..........................................11
第三章传统营销渠道和网络营销渠道的比较...........................12
3.1作用比较......................................................12
3.2结构比较......................................................12
3.3费用比较......................................................13
3.4安全性比较....................................................13
3.5功能多元化....................................................14
第四章传统营销渠道和网络营销渠道在交易过程上的比较..............16
4.1网络营销的交易过程..........................................16
     4.1.1网络直销...............................................16
     4.1.2网络间接销售...........................................17
     4.1.3双道法——企业网络营销渠道的最佳策略...................18
4.2传统营销的交易过程..........................................19
4.3网络营销与传统营销交易过程的比较............................19
第五章网络营销渠道在功能及费用上的优势..........................20
5.1网络营销渠道在功能方面的优势................................20
      5.1.1网络营销渠道是信息发布的渠道..........................20
      5.1.2网络营销渠道是销售产品，提供服务的便捷途径............20
      5.1.3网络营销渠道是企业间洽谈业务开展商务活动的场所........21
   5.2网络营销渠道在费用上的优势.................................22
      5.2.1直接营销渠道的优势....................................22
      5.2.2间接营销渠道的优势....................................23
全文结论.........................................................25
参考文献.........................................................26
致谢.............................................................26

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