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随着技术、经济、商业环境的变化,人们的消费逐渐回归消费的本质——满足需求的体验。其对营销渠道的影响已经渗透到信息流及资金流环节,而作为接触消费者的重要环节的分销渠道的影响并未引起充分关注。本文针对产品分销渠道在大环境深刻变化背景下的应对策略进行研究,主张:一是营销渠道线上线下充分互动;二是营销渠道跨界整合;三是营销渠道化整为零分散化进行营销渠道模糊化,帮助企业应对市场深刻变化。
With the change of technology, economy and business environment, the consumption of people gradually returns to the nature of consumption - the experience of satisfying the demand. Its impact on marketing channels has infiltrated the information flow and financial flows, and the impact of distribution channels as an important part of reaching consumers has not received enough attention. This article studies the coping strategies of the product distribution channels in the context of profound changes in the environment, advocating that one is the full interaction of the marketing channels online and offline; the other is the cross-border integration of the marketing channels; the other is the marketing channels decentralized for marketing Fuzzy channels to help companies respond to profound changes in the market.