摘要
电子商务引入了网络中间商,使渠道体系更加丰富、呈现多元化发展的态势,管理好分销渠道成为成败的关键。本文以渠道行为理论为基础,探讨电子商务环境下,渠道权力、冲突与合作的变化,以期为企业在网络环境下进行渠道决策时提供借鉴和理论参考。
Electronic Business has given rise to network channel dealers,thusenriching the channel system,which is developing toward diversity.How to manage the channel system becomes a key factor of success.This article tries to discuss the channel power,conflict and cooperationin electronic busines senvironment based on the theory of channel behavior,and gives some reference for enterprises' decision-making in the network environment.
出处
《管理评论》
2004年第5期41-45,共5页
Management Review
