市場(chǎng)營(yíng)銷論文編號(hào):YX017字?jǐn)?shù):14635,頁數(shù):28  

目錄
摘要 .............................................................1
前言 .............................................................3
第一章 目前中國營(yíng)銷渠道存在的問題及發(fā)展趨勢(shì).......................4
1.1目前營(yíng)銷渠道存在的問題.........................................4
1.2營(yíng)銷渠道的發(fā)展趨勢(shì).............................................7
第二章 網(wǎng)絡(luò)營(yíng)銷渠道的概念及重要性.................................11
2.1網(wǎng)絡(luò)營(yíng)銷渠道的概念.............................................11
2.2網(wǎng)絡(luò)營(yíng)銷渠道的重要性..........................................11
第三章 傳統(tǒng)營(yíng)銷渠道和網(wǎng)絡(luò)營(yíng)銷渠道的比較...........................12
3.1作用比較......................................................12
3.2結(jié)構(gòu)比較......................................................12
3.3費(fèi)用比較......................................................13
3.4安全性比較....................................................13
3.5功能多元化....................................................14
第四章 傳統(tǒng)營(yíng)銷渠道和網(wǎng)絡(luò)營(yíng)銷渠道在交易過程上的比較..............16
  4.1網(wǎng)絡(luò)營(yíng)銷的交易過程..........................................16
     4.1.1網(wǎng)絡(luò)直銷...............................................16
     4.1.2網(wǎng)絡(luò)間接銷售...........................................17
     4.1.3雙道法——企業(yè)網(wǎng)絡(luò)營(yíng)銷渠道的最佳策略...................18
  4.2傳統(tǒng)營(yíng)銷的交易過程..........................................19
  4.3網(wǎng)絡(luò)營(yíng)銷與傳統(tǒng)營(yíng)銷交易過程的比較............................19
第五章 網(wǎng)絡(luò)營(yíng)銷渠道在功能及費(fèi)用上的優(yōu)勢(shì)..........................20
  5.1網(wǎng)絡(luò)營(yíng)銷渠道在功能方面的優(yōu)勢(shì)................................20
      5.1.1網(wǎng)絡(luò)營(yíng)銷渠道是信息發(fā)布的渠道..........................20
      5.1.2網(wǎng)絡(luò)營(yíng)銷渠道是銷售產(chǎn)品，提供服務(wù)的便捷途徑............20
      5.1.3網(wǎng)絡(luò)營(yíng)銷渠道是企業(yè)間洽談業(yè)務(wù)開展商務(wù)活動(dòng)的場(chǎng)所........21
   5.2網(wǎng)絡(luò)營(yíng)銷渠道在費(fèi)用上的優(yōu)勢(shì).................................22
      5.2.1直接營(yíng)銷渠道的優(yōu)勢(shì)....................................22
      5.2.2間接營(yíng)銷渠道的優(yōu)勢(shì)....................................23
全文結(jié)論.........................................................25
參考文獻(xiàn).........................................................26
致謝.............................................................26

摘要                                                                            
在經(jīng)濟(jì)越來越全球化的今天，企業(yè)管理者也越來越明白“產(chǎn)品是立命之本，渠道是立身之本”這個(gè)道理。如何建立一條完善暢通的渠道，并有效地管理，成為一個(gè)企業(yè)關(guān)乎成敗的大問題。渠道是載負(fù)廠商的流水，通過它，廠商的產(chǎn)品才能“流”到用戶。水可載舟，亦可覆舟，渠道結(jié)構(gòu)合理，流動(dòng)暢通時(shí)，它會(huì)根據(jù)市場(chǎng)需求抓住用戶，給廠家?guī)�來巨大的價(jià)值；當(dāng)渠道阻塞時(shí)，出現(xiàn)的逆流將使廠商迅速陷入崩潰之中，失去市場(chǎng)和用戶。所以說，渠道是各廠商手中的一把雙刃劍，用得好，可以在市場(chǎng)上縱橫馳騁；用不好，頃刻間便會(huì)一敗涂地。
關(guān)鍵詞 網(wǎng)絡(luò)營(yíng)銷渠道，傳統(tǒng)營(yíng)銷渠道，網(wǎng)絡(luò)營(yíng)銷的直接渠道，網(wǎng)絡(luò)營(yíng)銷的間接渠道
Abstract
Today more and more globalization in the economy , the business enterprise governor also understands the truth "the product is to sign a life of originally, the outlet is to sign a body of originally" more and more.How build up a perfect and unimpeded outlet, and manage availably, become a business enterprise pass the great problem of[with] success or failure.Someone once makes a parable:The outlet is the flowing water which carries a negative manufacturer, passing it, the manufacturer's product then can "flow" customer.Water can carry boat, drowning boat may also, the outlet structure is reasonable, flowing unimpeded, it will hold tight customer according to the market need, bringing factory house huge value;When the outlet jams, appear of the against the current will make the manufacturer sink into breakup quickly, losing market and customer.So say, the outlet is a double blade sword in the each manufacturer's hand, using so much, can let the business enterprise sign in the invincible position;;Use not good, will suffer a crushing defeat in a short instant and then.

Keywords Network marketing outlet，Traditional marketing outlet，The direct outlet of network marketing，The indirect outlet of network marketing