营销渠道组织系统创新及其成长

营销渠道创新是一种组织创新,其目的是使渠道得以成长与升级,其成长与升级是通过创新效应获得的。我国营销渠道组织系统的创新,要以制度创新为基础,通过建立柔性组织结构和模块组织结构,达到渠道创新效应下的内涵扩张;通过国际渠道进入方式的创新,国内市场营销渠道的开拓达到渠道创新效应下的外延成长。

On the Innovation of Organizational System of Marketing Channels

The innovation of marketing channels is an organizational innovation with the purpose of promoting channels which is achieved by innovation effect.The innovation of organzational system of marketing channels of China may be achieved by establishing flexible organizations and model organizations with the purpose of expanding the intension of channel innovation effect and bringing forth new ways to enter international channels and developing domestic marketing channels with the purpose of expanding the extension of channel innovation effect.