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世界网络技术的兴起为许多企业带来了神话,电子商务的蓬勃发展又让企业蜂拥而上。在我国,一大批企业特别是以个人消费者为目标市场的企业正对是否建设网络渠道犹豫不决。对国外一些企业的东施效颦或技术上的简单模仿显然是不够的。本文结合国情和营销理论对网络渠道建设的环境进行分析,并提出了这类企业建设网络渠道的建议——渐进式。
The rise of the world’s network technology has brought myths to many businesses. The booming e-commerce has allowed companies to swarm. In our country, a large number of enterprises, especially those targeting individual consumers, are hesitant about whether or not to build online channels. It is obviously not enough for some foreign enterprises to apply the technology or simply imitate the technology. Based on the national conditions and marketing theory, this paper analyzes the environment of network channel construction and puts forward the suggestion of such enterprises to build network channel - progressive.