浅析网络时代分销渠道的有效管理与创新策略
摘要
消费者和生产者之间由分销渠道链接，在网络时代，渠道瞬息万变，受到外部社会环境的影响非常明显，特别是在21世纪信息化时代。21世纪随着互联网的快速发展，互联网不仅仅是一种信息的平台，更是一种渠道，是一种新型的渠道资源，和以前的分销渠道相比，互联网渠道具有着无可比拟的优势，在渠道管控的各个环节发挥着重要的作用。互联网分销渠道具有形式虚拟化、技术化、不受时空限制等优点，能够实现消费者和生产者之间的双向沟通，大大提升了管理效率。
作为一种渠道资源，互联网扩展了交易范围，有效缩短了交易时间，降低了交易成本和渠道运行费用。本文正是基于这种互联网环境，对分销渠道进行了相关研究。本文从分销渠道的基本理论出发，分析了互联网对分销渠道的影响，通过网络环境下分销渠道的设计，研究了网络环境下分销渠道的有效管理与创新策略。
关键词：网络时代；分销渠道；有效管理；创新策略
Analysis on the effective management and innovation strategy of distribution channel in network times
Abstract
Consumers and producers are linked by distribution channels. In the Internet age, the channels are changing rapidly, influenced by the external social environment is very obvious, especially in the 21st century information age. The 21st century With the rapid development of the Internet, the Internet is not just a platform for information, it is a channel, is a new channel resources, and the previous distribution channels compared to the Internet channel has an unparalleled advantage , In the channel control of all aspects play an important role. Internet distribution channels with the form of virtualization, technology, free from time and space constraints, etc., to achieve the two-way communication between consumers and producers, greatly improving the management efficiency.
As a channel resource, the Internet expands the scope of the transaction, effectively reducing transaction time and reducing transaction costs and channel operating costs. This paper is based on this Internet environment, the distribution channel for the relevant research. Based on the basic theory of distribution channel, this paper analyzes the influence of internet on distribution channel, and designs the effective management and innovation strategy of distribution channel in network environment through the design of distribution channel in network environment.
Key Words: Network era; Distribution channel; Effective management; Innovation strategy
