摘要
目前电商购物市场的竞争越来越激烈,很多企业已经意识到营销渠道的重要性,并将营销渠道模式的选择和优化放到竞争战略层面。在电商购物企业间的竞争中,营销渠道发挥越来越重要的作用。本文首先介绍营销渠道的基本概念、类型、功能及意义;其次以亚马逊公司为研究对象,详细分析亚马逊营销渠道的现状及存在的问题,并提出具体优化对策;最后分享京东、携程旅行两家优秀企业的营销案例,为亚马逊及其他企业的渠道优化提供参考。
The competition in the current e-commerce shopping market is becoming more and more intense,and many companies have realized the importance of marketing channels and put the selection and optimization of marketing channel models into the competitive strategy level.In the competition among e-commerce shopping enterprises,marketing channels play an increasingly important role.This article firstly introduces the basic concept,types,functions and the significance of marketing channels;secondly,taking Amazon as the research object,it analyzes the current situation and existing problems of Amazon’s marketing channels in detail,and proposes specific optimization countermeasures;finally,it shares the marketing cases of the two excellent enterprises,Jingdong and Xiecheng Trip,to provide a reference for channel optimization of Amazon and other enterprises.
作者
陈思洁
CHEN Sijie(Postal Savings Bank of China Sichuan Branch Chengdu,Sichuan 610000)
出处
《中国商论》
2022年第16期19-21,共3页
China Journal of Commerce
关键词
亚马逊
营销渠道
渠道优化
京东
携程旅行
Amazon
marketing channels
channel optimization
Jingdong
Xiecheng Trip
