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论文编号：	586
作者编号：	2120062051
上传时间：	2008/6/19 23:30:33
中文题目：	电子商务环境下营销渠道风险研究
英文题目：	Study on Marketing Channel Ris
指导老师：	张永强
中文关键字：	电子商务;营销渠道;渠道风险
英文关键字：	e-Commerce;Marketing Channel;C
中文摘要：	随着网络的普及，电子商务开始蓬勃发展，电子化企业将公司电脑化，并且与网络相连接。在电子商务的环境中,透过资讯科技的使用与通讯网络的联结,将会有越来越多的产品或服务需求者透过新兴的电子化媒体来寻找可行的交易互动伙伴,进而完成交易。营销渠道作为企业营销的重要组成部分，具有建立过程的缓慢性，建立后的不易改变性，以及企业对其难以控制性等特点。其主要目的在使整个渠道环节运用整合性的作业方式以及和谐的经营理念，提供一个低成本、高效率、高弹性、以及能快速回应的竞争优势。但同时，营销渠道受市场环境影响也较大，易发生变化。企业如若不能随时跟踪渠道进行风险防范，将在竞争中处于不利的地位。这一问题已成为学术界和企业界关注的热点之一。 营销渠道风险管理是渠道管理的重要组成部分，是提高渠道管理效率的必要条件，对于渠道管理具有不可或缺的预见、监测功能。特别在当今的网络时代，要使企业的营销渠道在信息经济快速发展过程中始终维持一种动态的稳定，就必须尽快开展渠道风险防范体系的研究与实践。因此，本论文的目的在于,从渠道管理的视角,针对传统营销渠道中之各环节成员风险及其风险传递之间的关系，提出一个风险防范模式，以使电子商务环境中的企业能够据此制定营销渠道决策与策略。 本论文共分为六章,第一章为导论，阐明了本研究的背景和目的，研究内容和方法，给出了本研究的分析思路和逻辑框架；第二章是相关理论的回顾，主要对电子商务、风险及渠道风险的概念进行了适当阐述；第三、四、五章是本论文的核心部分，分别介绍了电子商务环境下营销渠道的风险链与风险传递，电子商务环境下渠道风险的防范机制，以及渠道风险防范机制在电子商务实践中的策略分析；第六章为结论部分,总结了本论文的主要观点。 本研究的创新之处在于，首次运用渠道风险理论对电子商务环境下的网络渠道管理问题进行研究，提出渠道风险的防范机制，并形成一般模式，对理论和企业实践都是有一定的参考价值。
英文摘要：	Along with the widespread use of Internet, E-commerce starts to expand prosperously. The Internet E-business is about use the Internet to run your company increased efficiency. In the environment of Electronic Commerce(EC). There are more and more demanders of products or services looking for available interactive partners of transaction through the burgeoned electronic media, who then communication networks. The Marketing Channel Management(MCM)’s main purpose is to offer a low-cost, efficient, quick and flexible competitive advantage by the united operational method and the harmonious management concept for the whole supply segments. Marketing channel is the important part of marketing, which has the nature of slow-establish process, long-term efficiency and unsure ness of control. Therefore, the study on distribution channel is important. Channel Risk Management(CRM) is one of the most important part of MCM. This paper aims to establish a complete research system which helps develop an interactive CRM mode for MCM in EC, especially focusing on the channel relationship and the risk transmission, then give out a risk prevention mode. This paper is divided into six chapters, the first chapter for the introduction, the background and objectives, content, methods, and logical framework analysis of research; the second chapter is related to the theory of the main On e-commerce, risk and channels of the concept of risk were properly explained; III, IV and V is the core of this paper, were introduced e-commerce marketing channels under the risk linked with the risk of transmission, channels Risk prevention mechanisms, and risk prevention mechanism; the Chapter 6 is the conclusion of the paper. The innovation of this paper depends on using empirical risk methods to discuss the online channel risk issue. And the affixation is concerned for the final mode of the paper. So this thesis makes a contribution to both theoretical research and business practice.
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