摘要
随着社会经济的持续发展,高新技术企业这一大类的发展非常迅速,但是在时代的变化中,其营销渠道也面临许多压力,其中线上线下渠道的融合问题、窜货问题尤为严重。因此,本文针对渠道建设存在的不足提出渠道创新策略,一方面需要重视线下渠道,延申线下渠道优势,另一方面需要从服务、组织、技术层面改善线上、线下渠道的融合,再者需要重视扁平化的渠道结构,同时加强供应链管理,以缓解窜货问题,进而提升渠道营销之效用。
With the sustained development of social economy,the high-tech enterprises are developing very rapidly,but with the changes of the times,their marketing channels are also facing many pressures,among which the integration of online and offline channels and the problem of goods smuggling are particularly serious.Therefore,this paper puts forward channel innovation strategies aiming at the shortcomings of channel construction.On the one hand,it is necessary to pay attention to offline channels and take advantage of offline channels;on the other hand,it is necessary to improve the integration of online and offline channels from the service,organization and technology levels;on the other hand,it is necessary to pay attention to the flat channel structure,and at the same time,strengthen supply chain management to alleviate the problem of channeling goods,so as to enhance the effectiveness of channel marketing.
作者
高若愚
GAO Ruoyu(Business School,City University of Macao,Macao China 999078)
出处
《中国科技纵横》
2023年第4期120-122,共3页
China Science & Technology Overview
关键词
高新技术企业
营销渠道
渠道创新
high-tech enterprises
marketing channels
channel innovation
