摘要
随着电子营销渠道的建立,网络营销环境下的多渠道冲突日趋加剧。以新的视角,从渠道权力配置的变化、利益之争和制造企业的渠道管理水平等方面对网络营销环境下多渠道冲突的成因进行探讨,以期为制造企业在新环境下进行有效的多渠道冲突管理提供理论参考。
With the establishing of the electronic marketing channel, multiple channel conflict has been intensified day by day in internet marketing. This article analyzes the primary causes of channel conflict from a new perspective, including the disposition of channel power, the competition over benefit, and the channel management ability of manufacturers, with the aim to provide reference for helping manufacturers manage multiple channel conflict in the internet marketing.
出处
《北方经贸》
2008年第11期60-62,共3页
Northern Economy and Trade
关键词
电子营销渠道
多渠道冲突
渠道权力
electronical marketing channel
multiple channel conflict
channel power
