企業(yè)營銷渠道模式創(chuàng)新與整合研究.pdf

1、中E近代第一所太半天洋大薯TlANJINUNlVERSlTY碩士學位論文■■■_一～■●：_●■●：●爿，：■■■p____一學科專業(yè)：王商簧理作者姓名：也坐固指導教師：王生鹽教攫天津大學研寄牛|j棄2004年l2月一⑧英文摘要矗BS薯l溘e零TheChangeineconomics，technologies，competitionandculturehaveexertedgreatimpactsontraditionalmarketi

2、ngchannelmodelsandstructures，propellingthechannelinnovationanddevelopmentinthechangingenvironmentIntoday’smarketplaces，globalizationofcompetitionandrapidtechnologyevolutionmakevirtuallyeveryproductbecomecommodity確eimport

3、anceofproductbaseddifferentiationastheprimarysourceofcompetitiveadvantagehasdecreasesinpowerFacingwitheverincreasingchoicesofproductstoday’scustomersbecomelessbrandloyaltymoresophisticatedandmaturethaneverbeforeTheineffe

4、ctivchessandinefficiencyoftraditionaIchanneloperationsinneweconomyeraarenoticedandrecognizedbycompaniesandmakethemturntheirattentiontochannelimprovementbycreatingandutilizingnewchannelformatstooffernewwaysto如livertheirpr

5、oductsandassociateds瑚imlessservicetocustomers，Thefastdevelopmentoftelecommunication，Intemetandothersophisticatedtechnologiesmakechannelinnovationandintegrationpossibleandfeasible。Manynewerchanneltechnologiessuchasecommer

6、cechannelsandteleehannels(callcenter)openupnewoptionsandprovidecompanieswithawiderangeofalternativesforcraftingandimplementinganewkindofcompetitiveadvantage：achanneladvantageInsomesense，channelinnovationandintegrationwil

7、lbeanimportantstrategicissueforlocalmanycompaniesfromallindustriestocompeteandsustaininglobalcommunityinthe21“cento疆田learticledividesintofivepartstotally1mechapteroneisintroductionincludingtheresearchintentionandbackgrou

8、ndThesecondchapterhasintroducedthebasictheoryofthechanneltosummarizethefunction，featureandthebasicconceptofmarketingchannelThefollowingisthekeypartofthepaperThethirdchapterhasnarratedthetraditionalchannelpatternanditsevo

9、lutionandthemarketingchannelpattemofChineseenterprisesThepatternsincludetraditionalpattem，verticalchannelpaRern，horizontalchannelpatternandmultieharmelpattemThecaseintroducedthechannelpattemofChinesedomesticapplianceThef