The Use of Technology in Direct-Selling Marketing Channels: Digital Avenues for Dynamic Growth

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Journal of Marketing Channels Pub Date : 2017-04-03 DOI:10.1080/1046669X.2017.1346979

Dana E. Harrison, J. Hair

引用次数: 21

Abstract

Technology is transforming industries, challenging traditional marketing channels, and providing digital avenues for dynamic growth. The popularity of digital platforms has disrupted traditional distribution channels, increased reach of social networks, and changed the way people interact. This research examines how advanced technology is enabling direct sellers to create and maintain relationships. It investigates the multidimensional aspect of technology use and advances the proposition that it acts as a strategic success factor for customer relationship performance specifically within the peer-guided marketplace of direct selling. Using a survey of 114 direct sellers, findings suggest that, in general, technology use does enhance direct sellers' ability to create and maintain consumer relationships, especially among less-experienced salespeople.

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技术在直销营销渠道中的应用：实现动态增长的数字渠道

技术正在改变行业，挑战传统营销渠道，并为动态增长提供数字途径。数字平台的流行扰乱了传统的分销渠道，增加了社交网络的覆盖范围，并改变了人们的互动方式。这项研究考察了先进的技术是如何使直销商能够建立和维持关系的。它调查了技术使用的多维方面，并提出了一个命题，即技术是客户关系绩效的战略成功因素，特别是在同行指导的直销市场中。通过对114名直销员的调查，结果表明，总的来说，技术的使用确实提高了直销员建立和维护消费者关系的能力，尤其是在经验不足的销售人员中。

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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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.

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