| 现代营销渠道的整合与变革 |
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| 引用本文： | 李蕾.现代营销渠道的整合与变革[J].河南大学学报(社会科学版),2006,46(5):113-115. |
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| 作者姓名： | 李蕾 |
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| 作者单位： | 河南工业大学,管理学院,河南,郑州,450052 |
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| 摘 要： | 现代市场环境的改变,使得营销渠道管理在企业营销运作中的地位日趋重要,成为企业获取竞争优势的一个战略要素.传统营销渠道成员关系的冲突在所难免,现代营销渠道的主题是合作.依据现代营销渠道管理理论,应重视解决渠道冲突和寻求渠道合作的思路与方法.
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| 关 键 词： | 营销渠道 销售终端 战略联盟 交易成本 |
| 文章编号： | 1000-5242(2006)05-0113-03 |
| 修稿时间： | 2006年6月8日 |
The Combination and Reform of Modern Marketing Channel |
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| LI Lei.The Combination and Reform of Modern Marketing Channel[J].Journal of Henan University(Social Science),2006,46(5):113-115. |
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| Authors: | LI Lei |
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| Abstract: | Changing of the market environment makes the marketing channel management becoming more and more important to the marketing operation of enterprise,also is the strategic factor for achieving the competitive advantage.Through the analysis on conflicts of traditional members in marketing channel,this article discusses the necessity of channel reforming;on the basis of the theory of contemporary marketing channel,the paper considers the thinking and methods of solving channel conflicts and pursing channel cooperation. |
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| Keywords: | marketing channel selling termination strategic alliance transactional cost |
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