网络营销时代传统中间商转型问题研究——基于广州中大纺织商圈网络营销中间商的实证调研

随着互联网技术的深入发展和迅速普及以及消费者对市场信息了解的加深,传统营销渠道层层分销、成本逐级放大、信息传递缓慢的局限性日益显露。以电子信息技术为基础、以计算机网络为媒介和手段的网络营销模式,受到了企业更多的关注。传统中间商要适应市场形势的发展,应该结合自身的要素,突出服务职能,强化地域优势带来的配送便利,力争在新一轮渠道革命中冲出重围,确立新的竞争优势。

Research on the Traditional Distributors＇ Transition in the Era of Network Marketing：An Empirical Study on Network Marketing Distributors of Zhongda Textile Trade Area in Guangzhou

Along with the development and the rapid popularization of internet technology and co derstanding of the market＇ s limitations, traditional marketing channels is progressively enlarged nsumers＇ deep un- with the character- istics of the increase of the distribution cost and the slowness of the information transfer due to the logistics layers. Network marketing mode on the basis of electronic information technology, with the computer network serving as the media and means, draws more attention of the enterprises. To adapt to the development of market, traditional dis- tributors should combine with their own characteristics, highlight their service function and strengthen the distribu- tion advantage due to their regional convenience and strive to establish the competitive advantage in a new round of channel revolution.