| 网络营销环境下多渠道冲突的成因 |
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| 引用本文： | 李克芳,张堂松.网络营销环境下多渠道冲突的成因[J].北方经贸,2008(11). |
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| 作者姓名： | 李克芳 张堂松 |
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| 作者单位： | 1. 云南财经大学,商学院,昆明,650221
2. 西南林学院,后勤管理处,昆明,650224 |
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| 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。
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| 关 键 词： | 电子营销渠道 多渠道冲突 渠道权力 |
The Cause of Multiple Channel Conflict in Internet Marketing |
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| LiKeFang,ZhangTangSong.The Cause of Multiple Channel Conflict in Internet Marketing[J].Northern Economy and Trade,2008(11). |
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| Authors: | LiKeFang ZhangTangSong |
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| Abstract: | 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. |
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| Keywords: | electronical marketing channel multiple channel conflict channel power |
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