多重渠道冲突管理的渠道区隔与整合策略——基于电子商务的研究框架被引量：38

Channel Segmentation and Integration in Multi-Channel Conflict Management:A Research Framework Focused on E-Business

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摘要电子商务的出现使很多企业开始使用多个渠道销售产品,然而,新型网络渠道的加入可能会激化多重渠道间的冲突。对包含网络渠道的多重渠道进行有效管理,可以提高渠道关系质量和渠道绩效。本文构建了多重渠道冲突管理框架,结合多重渠道冲突产生的原因,首次将企业外部和内部视角相结合,分析了基于电子商务的内部多重渠道冲突和外部多渠道冲突的管理策略,及其对渠道关系质量和渠道绩效的影响。 Multi-channel marketing strategy has become a major force in distribution channels of many companies, especially since the E-business emerged. Despite the benefits, the newly added Internet channel brings the risk of triggering multi-channel conflict. In order to enhance relationship quality and performance of the channel system, companies should manage the multi-channel effectively. Considering the causes of multi-channel conflict, our article constructs a framework for multi-channel management, and proposes that the company should segment channel members externally, and integrate channel departments internally.

作者王国才赵彦辉

机构地区南京大学商学院

出处《经济管理》 CSSCI 北大核心 2009年第8期106-112,共7页 Business and Management Journal ( BMJ )

关键词多重渠道渠道冲突渠道区隔渠道整合网络渠道 multi-channel channel conflict channel segmentation channel integration Internet channel

分类号 F274 [经济管理—企业管理]

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参考文献15

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