網絡企業管理研究——信息時代下營銷渠道的研究

市場營銷論文編號:YX017字數:14635,頁數:28  

目錄
摘要 .............................................................1
前言 .............................................................3
第一章 目前中國營銷渠道存在的問題及發展趨勢.......................4
1.1目前營銷渠道存在的問題.........................................4
1.2營銷渠道的發展趨勢.............................................7
第二章 網絡營銷渠道的概念及重要性.................................11
2.1網絡營銷渠道的概念.............................................11
2.2網絡營銷渠道的重要性..........................................11
第三章 傳統營銷渠道和網絡營銷渠道的比較...........................12
3.1作用比較......................................................12
3.2結構比較......................................................12
3.3費用比較......................................................13
3.4安全性比較....................................................13
3.5功能多元化....................................................14
第四章 傳統營銷渠道和網絡營銷渠道在交易過程上的比較..............16
  4.1網絡營銷的交易過程..........................................16
     4.1.1網絡直銷...............................................16
     4.1.2網絡間接銷售...........................................17
     4.1.3雙道法——企業網絡營銷渠道的最佳策略...................18
  4.2傳統營銷的交易過程..........................................19
  4.3網絡營銷與傳統營銷交易過程的比較............................19
第五章 網絡營銷渠道在功能及費用上的優勢..........................20
  5.1網絡營銷渠道在功能方面的優勢................................20
      5.1.1網絡營銷渠道是信息發布的渠道..........................20
      5.1.2網絡營銷渠道是銷售產品，提供服務的便捷途徑............20
      5.1.3網絡營銷渠道是企業間洽談業務開展商務活動的場所........21
   5.2網絡營銷渠道在費用上的優勢.................................22
      5.2.1直接營銷渠道的優勢....................................22
      5.2.2間接營銷渠道的優勢....................................23
全文結論.........................................................25
參考文獻.........................................................26
致謝.............................................................26

摘要                                                                            
在經濟越來越全球化的今天，企業管理者也越來越明白“產品是立命之本，渠道是立身之本”這個道理。如何建立一條完善暢通的渠道，并有效地管理，成為一個企業關乎成敗的大問題。渠道是載負廠商的流水，通過它，廠商的產品才能“流”到用戶。水可載舟，亦可覆舟，渠道結構合理，流動暢通時，它會根據市場需求抓住用戶，給廠家帶來巨大的價值；當渠道阻塞時，出現的逆流將使廠商迅速陷入崩潰之中，失去市場和用戶。所以說，渠道是各廠商手中的一把雙刃劍，用得好，可以在市場上縱橫馳騁；用不好，頃刻間便會一敗涂地。
關鍵詞 網絡營銷渠道，傳統營銷渠道，網絡營銷的直接渠道，網絡營銷的間接渠道
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