| 基于供应链管理的企业营销渠道创新 |
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| 引用本文： | 刘涛. 基于供应链管理的企业营销渠道创新[J]. 经济与管理, 2005, 19(9): 42-44 |
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| 作者姓名： | 刘涛 |
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| 作者单位： | 天津财经大学,贸易经济系,天津,300222 |
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| 摘 要： | 传统渠道链的内在缺陷和新竞争模式的外在压力迫使企业必须通过渠道创新以获得新的利润和竞争力。本文在借鉴供应链管理优势的基础上,从组织结构、成员关系和管理模式创新三方面入手,提出渠道构建的逆向模式,以实现渠道的系统优化及各成员的长远利益最大,并使得市场的覆盖更为有效。
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| 关 键 词： | 供应链管理 营销渠道创新 系统优化 逆向模式 |
| 文章编号： | 1003-3890(2005)09-0042-03 |
| 收稿时间： | 2005-04-14 |
| 修稿时间： | 2005-04-14 |
Innovation of Marketing Channel Based on Supply Chain Management |
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| LIU Tao. Innovation of Marketing Channel Based on Supply Chain Management[J]. Economy and Management, 2005, 19(9): 42-44 |
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| Authors: | LIU Tao |
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| Abstract: | The companies are forced to innovate marketing channel to obtain new profits and core competition because of the internal defect of traditional channel chain and the external pressure of new competition pattern. The author puts forward the inverse pattern of channel establishment from organizational structure, member relationships and management measures which based on the advantages of supply chain management in order to optimal the whole channel and the maximum profit of all members and make market coverage availably. |
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| Keywords: | supply chain management innovation of marketing channel system optimization inverse pattern |
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