论制造商网络营销与传统营销渠道冲突的管理策略

随着电子商务的发展,网络营销渠道已成为或正成为许多制造商的营销渠道。由于渠道成员之间存在目标冲突、领域冲突及理解冲突,网络营销渠道与传统营销渠道间的冲突不可避免。文中提出要根据产品和服务本身的特点,结合电子商务环境的状况,动态地、发展地管理网络营销和传统营销间的渠道冲突,以达到增强企业竞争力的目的。

ON THE STRATEGIES FOR CONFLICT MANAGEMENT OF INTERNET MARKETING CHANNELS AND TRADITIONAL MARKETING CHANNELS

With the growth of e-commerce,Internet market has become or is becoming a new marketing channel for many manufacturers.As conflicts exist among the members involved in marketing in their targets,territories and understanding,differences and competition are inevitable between the Internet marketing channels and the traditional marketing channels.This paper argues that in order to enhance the competitiveness of the enterprises,the manufacturers should adopt dynamic and developing management strategies to effectively manage the conflicts between the Internet marketing channels and the traditional marketing channels.