【作者】 张宇；

【导师】 肖玲诺；

【作者基本信息】 哈尔滨工业大学 ， 国际贸易学， 2006， 硕士

【摘要】 国际营销渠道是进行国际市场营销企业的生命线,在进行国际营销时,除了要认真分析外部环境中的各种竞争力量,选择一种较为合适的竞争战略外,更为重要的是企业如何在生产经营的各个环节中提高管理水平,使内部资源配置能力在与竞争对手的对比中取得优势。因此,国际营销渠道的选择与管理已不仅仅起到日常的管理作用,而作为企业获得国际竞争优势的重要手段。在电子商务迅猛发展的背景下,新的渠道形式迅速涌现,互联网引发了新一轮的渠道革命,国际营销的情况变得更加复杂。尽管电子商务有着传统营销渠道不可比拟的优势,但也并非完美无缺,多种营销渠道的使用,不可避免地会产生渠道冲突和控制问题。因此有必要,将电子商务环境下复杂的国际营销进行整合。国际营销渠道的整合是基于渠道关系理论和渠道行为理论。在解决渠道选择问题上,需采用营销渠道外部整合,建立国际营销渠道成本-利润模型。当制造商面临不同渠道选择时,根据各条渠道成本、利润分配、消费者的渠道偏好、产品的特性等因素综合考虑,选择适用的营销渠道模式。同时,渠道成员之间存在着利益分配、渠道控制权力等方面的冲突和矛盾,这种不协调的加剧会严重影响国际营销渠道的效率。因此,需要进行渠道成员关系的内部整合,通过构建渠道内部整合模型,依据各渠道成员的比较优势组成不同的营销组合,将各成员优势结合,发挥最大的渠道效用。营销渠道成员的组合基本建立后,通过互联网建立营销渠道的知识共享平台,最大程度的消除因时间和空间阻隔所造成的沟通障碍,有效的实现渠道成员间的合作,从而提高国际营销渠道的整体竞争力。随着知识经济的发展,产品门类繁多,消费者需求日益变化,应该根据营销渠道外部整合思想,细分市场,建立不同的营销渠道,然后利用多渠道管理方法协调营销者之间、营销者与消费者之间的关系,通过建立渠道知识共享平台,实现渠道资源的内部化整合。这对于实现企业长期的国际市场营销战略目标有重要的理论和现实意义。更多还原

【Abstract】 International marketing channels are the lifelines of the TNCs. When marketing in the world’s markets, the corporation should analyze all the competitive power of the outer environment and choose a suitable strategy, but it’s more important to advance the level of management on each working tache and integrate collocation of the inner resources so as to get the comparative advantages. So the choice and management of international marketing channels is not only a way of everyday management, but more a channel for corporation to get international comparative advantages. Under the fast development of E-business, many new marketing channels are coming out. Internet has brought out a revolution of channel, which makes the situation of the international marketing more complex. In spite of the incompatible advantage, E-business is not perfect. The application of multi-channel inevitably brings conflict and the problem of controlling. So it’s necessary to integrate the complicated international marketing channel under the background of E-business.The integration of international marketing channels is based on the theory of channel relationship and channel behavior. The international marketing channels are integrated by setting up the cost-profit model which is used to choose the proper channels according to the channel cost, profit distribution, customs’channel preference and the specialty of the product. At the same time, there are many problems such as the conflict of the profit distribution and the right of controlling. The inconsistentness will seriously damage the marketing channels’efficiency and each member’s benefit. During the course of interior integration of channels, the model using Internet is applied to solve the conflict and contradiction. After analyzing the channel members’advantage, organize different channel combination at different stages of marketing according to the cost, convenience, risk and so on. It will unite all the member’s advantages. Knowledge communion plat is built through Internet which supplies immediate information about the international market, demands of customs and the channel members’trends to other members which smoothes the communication and eliminates the communicating barrier because of the obstruction of space and更多还原