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论文编号：	5002
作者编号：	2220091901
上传时间：	2013/2/27 10:07:51
中文题目：	互联网时代传统渠道商的转型及其营销创新研究
英文题目：	The Transformation and the Marketing Innovation of the Traditional Channel Businesses in the Age of the Internet
指导老师：	张永强
中文关键字：	互联网 渠道商 营销创新
英文关键字：	Internet, Channel Businesses,Marketing innovation
中文摘要：	互联网时代，营销渠道的网络化、虚拟化和扁平化，使传统渠道商面临巨大的生存困境。而市场营销方面的相关学者虽然对电子商务的研究日渐深入，但对传统渠道商的转型和营销创新方面研究不够。本文在研究过程中，首先定义了传统渠道商的含义，把传统渠道商定义为仍然没有借助电子商务手段进行营销的渠道商；并梳理了相关文献，评价了传统渠道商的优势和劣势，如他们存在的诸多优点和问题；论述了他们存在的作用。本文还指出传统渠道商面临的挑战和机遇：如电子商务的营销方式有很多优点，制造商可以使用，渠道商也可以使用，电子商务可以提升传统渠道商的销售额并降低营销成本；市场竞争的日益加剧迫使制造商继续利用传统渠道商的固有优势；电子商务本身的缺陷影响其发展，企业在利用网络进行电子商务的时候，必须考虑到电子商务的负面效应；一些仓促放弃传统渠道商的自销企业，看似减少了渠道成本，但带来了巨大的负面效应，这从反面证明了传统渠道商的一定的不可替代的特性。本文还评价了传统渠道商转型的客观必然性和可能性，并对传统渠道商的营销创新进行了相应的探讨，如传统渠道商必须立足于自己的优势，进行营销创新，传统渠道商既可以采用向上延伸策略，或横向延伸策略，也可以采用向下延伸的策略，将目光投向了售后服务领域。
英文摘要：	In the age of the Internet,because of the networking、 virtualization and flattening of marketing channels,the traditional channel businesses have been facing with the huge survival plight.Some scholars study marketing of the electronic commerce thoroughly,but they often neglect the traditional channel business transformation and marketing innovation research .In the course of discussion,this article gives the definition of the meaning of the traditional channels businesses,who do not make use of the electronic commerce means.The paper reviews some related literature,evaluates the traditional channel businesses advantages and disadvantages.Manufacturers and channel businesses can use electronic commerce marketing methods because the electronic commerce has many advantages.The electronic commerce can improve the traditional channel business sales and reduce marketing costs; the aggravation of the market competition has forced manufacturers to continue to use the advantage of the traditional channel businesses. The flaw of the electronic commerce affects its development, in the use of the electronic commerce,consideration must be given to the negative effect of electronic commerce;some enterprises of hasty abandonment of traditional channel business, seemingly reduced channel cost, but brought huge negative effect, this proved from the reverse side that traditional channel business were not replaced.The article points out that they are faced with challenges and opportunities.It proves that the transformation of the traditional channel businesses is inevitable and feasible.Then the marketing innovations of the traditional channel businesses are discussed. The traditional channel businesses must be based on their own advantages to innovate,they can extend their strategy,use the lateral extension strategy, extend downward from the strategy of focusing on the after sale service areas.
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