基于实虚整合模式的营销渠道管理研究

【作者】 许昌元；

【导师】 夏维力；

【作者基本信息】 西北工业大学 ， 企业管理， 2005， 硕士

【摘要】 分销渠道是连接厂商和消费者之间的桥梁。在经典分销渠道理论中,渠道被视为企业核心竞争力的重要组成部分,其重要性被高度重视。但是,随着信息技术的进一步发展、网络营销的大量采用,由于新的整合渠道模式的引入,在当今的网络环境下传统的分销渠道管理面临着严峻的挑战:原先的一些渠道经典问题发生了微妙的变化(如渠道冲突问题),在渠道管理中也产生了很多新问题(如配送问题、消费者渠道选择问题等),这些问题是非常常见的,而用传统的渠道管理方法已经不能得到理想的解决。因此,改革传统的渠道构建和渠道管理方法,建立适应新经营环境的渠道模式、分析新的整合渠道管理方法已势在必行。本文在研究大量相关文献的基础上,设计出新的有别于传统渠道模式的实体与虚拟渠道整合的渠道新模式,并就新整合模式下的相关问题进行了探讨。 论文以企业面临的新时期的网络环境为背景,运用管理学、市场营销学、统计学、信息管理学中的多种系统分析和评价方法,借鉴了众多学者的研究成果,在新的渠道模式的构建和管理方法上都尽可能做到合理、科学、实用,保持理论与应用上的循序渐进。论文首先分析了整合模式下的消费者渠道选择行为模型,基于该模型,渠道管理人员可以较容易的权衡不同渠道的区分和识别问题,为渠道的具体设计提供参考;其次,作为本文的重点内容,论文探讨了整合渠道下的供应链管理问题,着重分析了库存和配送两个关键点,其中采用的模型化的供应链问题分析可以为整合渠道模式的具体实施提供参考;然后,论文就传统渠道管理中客观存在的渠道冲突问题在整合渠道模式下的新变化进行了分析,并提出了新的解决办法;最后,论文对企业实施渠道整合的风险问题进行了分析,讨论了企业在渠道整合中规避风险的可行性。更多还原

【Abstract】 Marketing channel is the hinge between manufacturers and customers. In classical marketing channel theories, marketing channel is regarded as a important part of enterprises’ core competence. Whereas, with the development of information technology and wide application of cyber marketing, traditional marketing channel management is faced with austere challenge under the today’s cyber marketing circumstance. A lot of new problems have happened, such as channel delivery, customer channel switching etc. In the same time, some classical channel problem have changed subtilely, for instance, the problem of marketing channel conflict. These common problems can not be solved ideally by traditional channel management methods. So, to transform traditional channel structure and management methods and to build new channel pattern and analyze click-and-mortar management methods, which is adapted for new operation environment, is imperative under the situation. Based on a lot of correlative literatures, the paper designs new click-and-mortar marketing channel pattern, which is much different from traditional channel pattern. The paper also discusses some key problems under the new channel pattern.The paper uses for reference many scholars’ study accoplishments with systemic analysis and evaluation methods of management science, marketing, statistics etc. It is tried best to make the new channel pattern and management methods reasonable, scientific, practical and continued. The paper firstly analyze the customer switching model under the environment of click-and-mortar, based on which, channel managers can make easily tradeoff of different channel distinguishing and identifying. Secondly, as the emphasis of the paper, supply chain management problem is analyzed and stock and delivery management is emphasized with it. The analysis based on model is helpful to actual implement of click-and-mortar channel pattern. Thirdly, the paper probes into the new changes of channel conflict in new channel pattern and practical solution is to be given. Lastly, the paper analyzes risk management problems of channel integration and discusses the elusion tactics.更多还原