Discussion of Channel Mode Classification Under E-commerce Environment

Song Qiang, Lingxia Liu
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Abstract

In recent years, with the increasing perfection of network technology, network marketing or electronic commerce has started rapidly into our daily life. Some producers will not be affected by these online sales for their perfect channels, but some manufacturers have to or voluntarily choose these new channels for sale. Therefore, when manufacturers considering opening an e-commerce channel for online direct sale, they must confront and seek to deal with channel conflict, or else the final would be wasted. In this paper, on the basis of a description of channel conflict formation, conflict types, causes and impact, the current several channel structure patterns are classified from the supply chain and value chain perspective.
电子商务环境下渠道模式分类探讨
近年来,随着网络技术的日益完善,网络营销或电子商务已经开始迅速进入我们的日常生活。一些生产商由于其完善的渠道不会受到这些网络销售的影响,但一些制造商不得不或自愿选择这些新的渠道进行销售。因此,制造商在考虑开设电子商务渠道进行网上直销时,必须正视并寻求渠道冲突的处理,否则最终会白费。本文在阐述渠道冲突的形成、冲突类型、原因和影响的基础上,从供应链和价值链的角度对当前几种渠道结构模式进行了分类。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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