电子商务背景下企业的营销渠道

摘要

随着信息化和网络化的电子商务应用步伐的加快，社会跨入了网络经济时代。市场竞争规则、经济增长模式，以及社会生活方式都发生了深刻变化。如何利用网络营销系统整合企业营销资源，提高营销效率，提供灵活、主动的网络营销系统是现在研究的课题。正因如此，如何在电子商务背景下来实现企业的既定目标，就成为当今以至于未来的焦点话题。营销渠道决策是管理当局面临的最重要的决策。公司所选择的渠道将直接影响其他所有营销决策。由于受计划经济体制的影响，我国企业的营销渠道往往表现为狭小、封闭且条块分割，与大型化、综合化、世界一体化的国际营销渠道发展趋向不适应。因此，在迈向21世纪的历史进程中，我国企业必须加快实现由传统营销渠道向现代营销渠道的转变。

本文将揭开电子商务大环境中网络营销的面纱，并讨论如何与传统行业实现整合。理论结合实际，探讨企业在新的营销环境——电子商务背景下企业网络营销发展之路。首先着重分析了传统营销渠道的结构、电子商务背景下企业营销理念的发展及营销渠道发生的变革。然后分析了企业营销渠道的几种结构模式，把营销渠道分为传统渠道与网络渠道相结合、中间商分销、制造商网络直销及中间商网络直销四种模式，重点分析了网络渠道模式，并将传统营销模式与现代的网络渠道模式进行分析比较，展开研究。

关键字：电子商务、营销渠道、网络营销、企业、营销模式

Abstract

As information and networked application of e-commerce, society entered the quickening pace of network economy era。The market competition rules, the economic growth pattern, and social life style are had the profound change。How to utilize the network marketing system integration enterprise marketing resources and improve marketing efficiency, provide flexible, active network marketing system is now of research。Because of this, how in e-commerce background down the enterprise to realize the goals, becomes the focus of future today that topic。Marketing channel decision-making is management authorities facing the most important decisions。The company chosen channel will have a direct impact on all other marketing decisions。Due to the influence from the planned economy system, our country enterprise marketing channel is often shown as small and closed and intersected with large-scale, integrated, and the integration of international marketing channel world cannot adapt to the development tendency。Therefore, in towards the 21st century historical process, the Chinese enterprises must accelerate the realization of marketing channel by traditional to a modern marketing channel transformation。

This article will uncover e-commerce environment, network marketing is the veil, and discuss how to realize conformity with the traditional industry。Combining theory, this paper discusses the new enterprise actual e-commerce marketing environment - under the background of the development road of Internet marketing。First this paper emphatically analyzes the structure of the traditional marketing channels, electronic business enterprise marketing concept under the background of the development and marketing channel happen change。Then it analyses the enterprise marketing channel structure model, put several marketing channel is divided into traditional channels and network channels to combine together, middlemen distribution, manufacturers network marketing and middlemen network marketing four models, and analyses the network channel model, and the traditional marketing mode and the modern network channel mode carries on the analysis comparison, launched research。

Keywords: E-commerce, marketing channel, network marketing, enterprise, marketing mod e