企业网络营销纵向渠道冲突及对策

企业网络营销纵向渠道冲突及对策

摘要：随着互联网的发展，网络成为了人们生活中不可或缺的工具，为顺应消费者越来越多地进行网络购物的趋势，企业纷纷建立了自己的网络营销渠道。然而这一举动却逐渐引发其与传统渠道之间在价格，服务，客户等诸多方面的冲突，而网络营销纵向渠道冲突正是在产品从生产商到最终消费者这个过程产生的。本文在引言部分简要介绍了电子商务的发展现状以及本文选题的意义，紧接着介绍了什么是营销渠道及渠道冲突，最后集中阐述了网络营销纵向渠道冲突产生的原因和解决方案,而给出的对策是以两种渠道的互相补充为主题的，也就是说要将两种渠道协调并结合起来，开创互联网时代营销渠道的新模式。

关键词：网络渠道；传统渠道；渠道冲突

Longitudinal Channel Conflict of E-marketing and Solution
Abstract: With the development of the Internet, the network has become an indispensable tool in people's life. In order to adapt to consumers increasingly shopping online, enterprises set up their own network marketing channel. However, such behavior has gradually leaded to the conflict between the two in price, service, and customer and so on. And the longitudinal channel conflict of E-marketing just generates in the process that products sent from the factories to the customers. This paper first briefly introduces the development of E-business, and then what is the marketing channel and channel conflict, at last focused on longitudinal conflict causes and its solutions. While the solutions are aim at the mutual complement, this is to say, the two channels should combine together to set up a new mode of marketing channel.

Keywords: E-marketing channel; traditional channel; channel conflict

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】