本文選題：電子商務(wù)　切入點：品牌男鞋　出處：《南昌大學》2015年碩士論文

【摘要】：電子商務(wù)是一種由信息網(wǎng)絡(luò)技術(shù)催生出來的新型的商務(wù)活動形式。近些年來,電子商務(wù)迅猛發(fā)展,給世界經(jīng)濟格局與商業(yè)環(huán)境帶來重大變革,企業(yè)網(wǎng)絡(luò)營銷渠道的構(gòu)建給傳統(tǒng)營銷渠道帶來沖擊。但不是說兩者不能共存,兩者各有優(yōu)缺點。傳統(tǒng)營銷渠道,可以增強用戶體驗,保護品牌形象,但是銷售市場有限。網(wǎng)絡(luò)營銷渠道的興起,可以節(jié)省銷售成本,開發(fā)新市場,但是時常面臨物流滯后和網(wǎng)絡(luò)安全的弊端�，F(xiàn)代企業(yè)越來越重視在傳統(tǒng)營銷渠道基礎(chǔ)上再構(gòu)建出線上營銷渠道,最終形成一種線上線下營銷渠道并存的復合營銷模式。但是這種模式下,多營銷渠道之間會產(chǎn)生各種沖突,如同一層次中間商之間的沖突,同一渠道不同層次企業(yè)之間的沖突,不同渠道服務(wù)于同一目標市場時所產(chǎn)生的沖突,各渠道成員為各自的利益難免互相傾軋。為了分析產(chǎn)生沖突的原因,并提出渠道優(yōu)化的解決辦法,本文以B公司為案例進行探討,綜合運用多種企業(yè)管理理論和數(shù)據(jù)分析法,分析B公司營銷渠道現(xiàn)狀與問題。研究發(fā)現(xiàn),公司水平渠道、垂直渠道、多營銷渠道之間都存在沖突,這給企業(yè)銷售額帶來不利影響。企業(yè)在設(shè)計分銷渠道的時候會考慮不同角度、不同利益和不同方法等諸多因素,這會導致渠道沖突不可避免,只是程度不同,因此渠道優(yōu)化設(shè)計就顯得尤為必要。本文結(jié)合B公司多營銷渠道的績效分析,針對B公司多渠道沖突,從營銷渠道選擇、營銷渠道運作和營銷渠道管理三個方面完善B公司營銷渠道優(yōu)化設(shè)計。
[Abstract]:E-commerce is a new type of business activity born out of information network technology.In recent years, the rapid development of electronic commerce has brought great changes to the world economic pattern and business environment, and the construction of enterprise network marketing channels has brought impact to the traditional marketing channels.But it is not to say that the two can not coexist, each has its own advantages and disadvantages.Traditional marketing channels can enhance user experience and protect brand image, but the sales market is limited.The rise of network marketing channel can save sales cost and develop new market, but it often faces the disadvantages of logistics lag and network security.Modern enterprises pay more and more attention to reconstructing online marketing channels on the basis of traditional marketing channels, and finally form a compound marketing mode which coexists online and offline marketing channels.But in this mode, there will be a variety of conflicts between multiple marketing channels, such as conflicts between intermediaries at one level, conflicts between enterprises at different levels of the same channel, conflicts arising when different channels serve the same target market.Members of the channel for their own interests inevitably rolling over each other.In order to analyze the cause of conflict and put forward the solution of channel optimization, this paper takes B Company as a case study, synthetically uses various enterprise management theory and data analysis method to analyze the current situation and problems of B Company's marketing channel.It is found that there are conflicts among horizontal channels, vertical channels and multiple marketing channels, which have adverse effects on the sales of enterprises.When designing distribution channels, enterprises will consider many factors, such as different angles, different interests and different methods, which will lead to channel conflicts inevitably, but to different degrees, so channel optimization design is particularly necessary.Based on the performance analysis of company B's multi-channel, this paper consummates the optimization design of B company's marketing channel from three aspects: the choice of marketing channel, the operation of marketing channel and the management of marketing channel.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.86

【參考文獻】

相關(guān)期刊論文 前1條

1 鄭淑蓉;呂慶華;;中國電子商務(wù)20年演進[J];商業(yè)經(jīng)濟與管理;2013年11期

相關(guān)碩士學位論文 前1條

1 倪永強;面向消費者的電子商務(wù)模式創(chuàng)新動因的研究[D];浙江理工大學;2013年

，

本文編號：1711127