摘要
本文在简要梳理渠道结构演变轨迹的基础上,揭示了渠道结构变迁的内在机理,分析了网络营销渠道结构的一般特性。本文认为,特定的供求格局和科学技术特别是信息技术的发展水平,决定着渠道结构的既存状态及其变迁。随着网络和信息技术的不断完善,直接渠道将成为具有普遍意义的一种营销渠道类型,在长度、宽度、规模及空间层面呈现出新的结构特征。
By illustrating the changing process ot channel structure,this paper reveals the inner mechanism of channel structure change and analyzes the general feature of marketing channel structure.The paper states that the ex- istence of channel structure and its changes depend on the specific supply structure and the scientific technolo- gy,especially on the development of information technology.With the continuous development of internet and modern information technology,direct marketing will widespread and present new structural feature in such as- pects as marketing length,width,scale,and spatial structure.
出处
《财贸经济》
CSSCI
北大核心
2006年第12期91-94,共4页
Finance & Trade Economics
基金
国家社会科学基金
批准号:04BJL003
关键词
渠道结构
网络营销
营销渠道
Channels Structure
E-Marketing
Marketing Channel
