互联网时代混合营销渠道分析.docVIP

本科学生毕业论文 互联网时代混合营销渠道分析 系部名称： 管理系 专业班级： 市场营销B05-5班 学生姓名： 李秀玲 指导教师： 袁基瑜 职 称： 副教授 黑 龙 江 工 程 学 院 二○○九年六月 The Graduation Thesis for Bachelors Degree The Analysis on Mixed Marketing Channel in Internet Times Candidate：Specialty：M Class：B0-5 Supervisor：Yuan Jiyu Heilongjiang Institute of Technology 2009-06·Harbin 摘　　要 营销渠道是一条价值链的下游部分，产品和服务的创造者通过营销渠道而获得市场，现代企业把营销渠道视为企业开拓和占领市场的关键。企业一旦拥有四通八达的营销渠道网络，就拥有了市场的控制权，营销渠道的重要性可见一斑。 互联网的迅速发展正改变着当今世界的商业规则，越来越多的制造企业开始“触网”，在传统零售渠道之外自行开辟互联网直销渠道，直接与消费者“亲密接触”。互联网直销渠道与传统零售渠道并存的混合营销渠道(简称“混合渠道”)模式已成为当今制造企业的一大特点。如何从科学的角度对这类互联网时代催生的混合渠道现象进行分析和整合，是企业界普遍面临的一大难题。 本文在营销渠道概念界定的基础上，初步揭示了传统渠道中存在的问题，并且针对网络时代企业经营和营销环境的变化，及其对营销渠道变革趋势的影响，对互联网时代混合营销渠道的整合研究进行了一些探讨。 关键词：互联网；传统营销渠道；混合营销渠道；供应链；渠道整合 ABSTRACT The rapidly developing Intemet is changing modem business rule．More and more manufacturers go online，adding direct nteract channel besides traditional retailers to contact directly with customers．The coexistence of ntemet with traditional channel is a major characteristic of modem manufacturers．However,how to manage such kind of hybrid channels remains a difficult task for most manufacturers． The marketing outlet is a downstream part of value chain, the creator of product and service acquires a market passes a marketing outlet, and the modern business enterprise treats marketing outlet as a business enterprise to expand and captures the key to market.The business enterprise network once owning a leading everywhere marketing outlet, owned the control power of market.The importance of the marketing outlet it is thus clear that one spot. In the foundation that this text defines in the marketing outlet concept, the first step announced to public the existent problem in the traditional outlet, and aimed at the variety of network era business enterprise management and marketing environment, and it changes the influence of trend on marketing outlet and mixs the integration resear