星云棋牌官网下载

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            互联网对电子商务营销渠道的影响及其优化策略

            时间:2018-12-27 来源:现代营销(下旬刊) 作者:向婕 本文字数:3453字

              摘    要: 星云棋牌官网下载电子商务在互联网环境下取得了良好的发展成效。互联网加大了对电子商务产品的宣传力度,而且从一定程度上拓宽了电子商务的营销渠道。电子商务是在互联网环境下发展起来的,依靠互联网平台实现网络化营销,改变了以往的面对面交易模式,是时代进步的体现。本文就互联网环境下电子商务营销渠道优化展开论述,通过分析电子商务和营销渠道的概念,阐述互联网对电子商务营销渠道的影响,最后提出电子商务营销渠道优化的有效方法。

              关键词: 互联网环境; 电子商务; 营销渠道; 优化措施;

            星云棋牌官网下载   DIANZISHANGWUSHIHULIANWANGJISHUFAZHANDAOYIDINGJIEDUANDECHANWU,DIANZISHANGWUSHIYIHULIANWANGWEIMEIJIEJINXINGDIANZIHUASHANGPINXUANCHUANHEXIAOSHOUDEGUOCHENG,CUJINLESHANGPINXIAOSHOUMOSHIDEGENGXIN。HULIANWANGZUOWEIYIGEPINGTAI,TADEKAIFANGXINGBIJIAOQIANG,RENHERENDOUKEYITONGGUOHULIANWANGJINXINGSHANGPINJIAOYI,TABUJINGAIBIANLEYIWANGDEXIAOSHOUMOSHI,ERQIEHAISHIXIAOFEIMOSHIDUOYANGHUA,FANGBIANLERENMENDERICHANGSHENGHUO。

              一、电子商务及其营销渠道分析

              (一)电子商务概念

              DIANZISHANGWUSHIZAIHULIANWANGPINGTAISHANGJIEZHUXINXIJISHUSHIXIANSHANGPINXIANSHANGXIAOSHOUDEGUOCHENG,XINXIJISHUDEFAZHANDAIDONGLEDIANZISHANGWUDEFAZHAN。HULIANWANGZUOWEIDIANZISHANGWUDEFAZHANPINGTAI,DUIYUDIANZISHANGWUFAZHANYOUZHONGYAODEYINDAOHEKONGZHIZUOYONG。DUIYUQIYELAISHUO,YINGLISHIFAZHANDEGENBENMUDE,QIYEYAOXIANGYINGLIJIUYAOZENGJIACHANPINDEDUIWAISHUCHU,JINJINYIKAOCHUANTONGDEXIAOSHOUMOSHISHINANYITIGAOCHANPINXIAOLIANGDE,SUOYIYAOYITUOHULIANWANG,FAZHANDIANZISHANGWU,QUANMIANTIGAOQIYEDEJINGJIXIAOYI,DAIDONGCHANYELIAN。DIANZISHANGWUNENGGOUYOUHUAQIYEDEYINGXIAOQUDAO,CHENGWEIQIYEJINGZHENGDEJUEDINGXINGYINSU。

              (二)营销渠道概念

              YINGXIAOZHIDESHITONGGUOTEDINGDEQUDAOSHIXIANSHANGPINXIANSHANGXIANXIAXIAOSHOU,SHIYINGXIAOXINGSHIDUOYANGHUA。RUMIANDUIMIANXIAOSHOU、WANGSHANGXIAOSHOU、DIANHUAXIAOSHOUDENG,BUTONGXIAOSHOUMOSHIJINGJIXIAOYICUNZAICHAJU。ZAIHULIANWANGBEIJINGXIA,DIANZISHANGWUDEYINGXIAOQUDAOZENGJIALE,JINGDIAOCHASHUJUXIANSHI,YIHULIANWANGWEIPINGTAIDEDIANZISHANGWUCHENGWEIQIYEYINGXIAODEZHUYAOMOSHI,JIAOYIEZHANZONGXIAOSHOUEDE65%。DIANZISHANGWUFAZHANSHUIPINGYEYUELAIYUECHENGWEIQIYEJINGZHENGDEYAOSU。

              二、互联网对电子商务营销渠道的影响

              (一)改变了传统的营销渠道关系

              传统的营销模式比较单一,一般为线下销售,这种单一的销售模式单一,不利于人们充分了解产品信息,而且一些人为了谋取私人利益更改营销策略,导致每经过一个营销环节,利润就被克扣一些,不利于提高企业的经济效益。其次,信任问题也是传统营销中需要考虑的重点问题,由于各个营销环节管理不到位,企业、零售商以及消费者之间的不信任度也增加。而互联网的出现改变了传统的营销渠道关系,通过搭建一个大型的营销平台,使各个营销环节的销售行为更加公开透明。在市场的作用下,各个企业的竞争也越来越剧烈。产品销售人员只要将产品的基本信息通过互联网平台发布出去,消费者就可以直接通过手机浏览各种商品的基本信息,而且还能看买家秀,为自己的购物提供指导性意见。互联网使营销渠道的关系更加紧密,能够同时存在而相互促进。
             

            互联网对电子商务营销渠道的影响及其优化策略
             

              (二)改变了价值链环节

              CHUANTONGDESHANGPINXIAOSHOUDOUBUSHIZHIJIEXIAOSHOU,DOUYAOJINGGUODISANFANGDEZUOYONGCAINENGXIAOSHOU,BUJINJIANGDILESHANGPINYINGXIAODESUDU,ERQIEHAIYINGXIANGLECHANYELIANDEWANSHAN。DISANFANGDUIYINGXIAOZHILIANGQIDAOJUEDINGXINGZUOYONG,CONGYIDINGCHENGDUSHANGLAIKAN,DISANFANGDECUNZAIYINGXIANGLEDIANZISHANGWUDEFAZHAN。SUIZHEHULIANWANGZAIYINGXIAOZHONGYUNYONGDEJIAQIANG,QIYEDEJIAZHILIANHUANJIEYEFASHENGLEGENBENXINGBIANHUA,HUANJIELEXIAOFEIZHEYUXIAOSHOUZHEZHIJIANDEMAODUN,SHIXIAOFEIZHEDUICHANPINGENGJIAXINREN,TONGGUOWULIUGUANLI、JIAZHILIANFENXI、SHANGPINGONGQIUGUANXIDEGAISHAN,TISHENGSHANGPINDEJIAZHI。

              (三)渠道权利发生变化

            星云棋牌官网下载   CHUANTONGDEYINGXIAOBUSHILIANGFANGDEJINGJIHUODONG,YOUZHONGJIANSHANGDEJIERUCAINENGTUIDONGSHANGPINXIAOSHOU,DAIDONGCHANYELIANDEFAZHAN。ZHONGJIANSHANGZAIZHENGGEJINGJIHUODONGZHONGQIGUANJIANXINGZUOYONG。GENJUYINGXIAOMOSHIDEBUTONG,ZHONGJIANSHANGYEBUTONG,YOUCHUANTONGZHONGJIANSHANGGENWANGLUOZHONGJIANSHANG、SHIJIZHONGJIANSHANG。QIANZHEWEIZHENSHICUNZAIDEZHONGJIANSHANG,HOULIANGZHEWEIDIANZISHANGWUDECHANWU。WANGLUOZHONGJIANSHANGNENGGOUKONGZHIJIAOYIJINEDEZOUXIANG,XIAOFEIZHENADAOCHANPINHOUDUICHANPINCHIMANYITAIDU,DIANJIQUERENSHOUHUOHOUSHANGJIACAINENGDEDAOXIANGYINGDEKUANXIANG。WANGLUOZHONGJIANSHANGDECUNZAICONGYIDINGCHENGDUSHANGBAOZHANGLEXIAOFEIZHEDEHEFAQUANYI,WEICHIJIAOYIHUANJINGDEANQUANXING。

              三、电子商务营销渠道优化的有效方法

              (一)丰富营销渠道

              1. 实现营销渠道的级别化

              YINGXIAOQUDAOYOUDUOZHONG,ANZHAOBUTONGDEXINGZHIJIANGTAMENFENWEIBUTONGJIBIE,NENGGOUTIGAOYINGXIAOZHILIANG。JIUMUQIANWOGUODIANZISHANGWUDEFAZHANQUSHILAIKAN,HULIANWANGQIDAOZHONGYAOZUOYONG,BUJINTUOKUANLESHANGPINDEYINGXIAOQUDAO,ERQIEHAISHIXIANLEDUOZHONGQUDAODERONGHE,SHIXIANXIANSHANGXIANXIATONGBUJIAOYI,DADATIGAOLEQIYEDEJINGJIXIAOYI。SUOYI,ZAIDIANZISHANGWUFAZHANGUOCHENGZHONG,YAOSHIXIANYINGXIAOQUDAODEJIBIEHUA,JINYIBUYOUHUAMEIGEJIBIE。KEYIJIANGDIANZISHANGWUFAZHANGUOCHENGZHONGDEMEIGEZHONGJIANSHANGZUOWEIYIJI,YONGZHONGJIEJIGOUDEJIBIECENGCILAIBIAOMINGYINGXIAOQUDAODEJISHU。RUGUOYIGEQIYESHIZIZHUSHEJIPINPAIFUZHUANG,ERQIEZAIZIZHUJINGYINGDEGUOCHENGZHONG,HAIFUZEQITAQIYEDEFUZHUANGXIAOSHOU,NEIME,ZHEIGEQIYEZAIXIAOSHOUGUOCHENGZHONGJIUJUYOULIANGGESHENFEN,YIGESHIZHONGJIANSHANG,YIGESHIXIAOSHOUZHE。SUOYI,ZAIDIANZISHANGWUFAZHANGUOCHENGZHONG,YAOGULIQIYESHIXIANYINGXIAOQUDAODEJIBIEHUA,KEYICHENGWEIDUOGEJIAOSE,CHONGDANGMOUGEJIAOSEDOUYOUTEDINGDESHOUYI,QUANMIANTIGAOQIYEDEJINGJIXIAOYI。CONGYINGXIAOJIBIELAIKAN,RUGUOZHIZAOSHANGBACHANPINFENXIAOJIPIFASHANGHELINGSHOUSHANG,NEIMEHOUMIANLIANGZHEZAIYINGXIAOGUOCHENGZHONGDOUSHICHONGDANGZHONGJIANSHANGDEJIAOSE,TAMENDEJIBIEDOUSHIYIJI。ZAIYOUZHONGJIANSHANGXIANGSHICHANGXIAOSHOU,NEIMEXIAOSHOUSHICHANGZAIZHENGGEYINGXIAOZHONGDEJIBIEWEIERJI。YIJIGENERJIDEDIWEIBINGBUSHIYICHENGBUBIANDE,GENJUXIAOFEIGUANXIERBIANHUA,ZAIZHEILIANGGEJIBIEZHONG,HAIKEYIZENGJIAQITAJIBIE,SHIYINGXIAOQUDAODEJIBIEGENGGAO。ZAICIGUOCHENGZHONG,DIANZISHANGWUQIYEYAOZUOHAOCHANPINDEZHILIANGBAGUAN,CHONGFENDIAOCHAXIAOFEIZHEDEGOUWUXUQIU,ZONGJIETAMENDEFANKUIYIJIAN。

              2. 更新服务理念

            星云棋牌官网下载   HULIANWANGKAIFANGXINGJIQIANG,ZAIDIANZISHANGWUFAZHANGUOCHENGZHONG,KEYITONGGUOHULIANWANGPINGTAILEJIEXIAOFEIZHEDEZHENSHIGOUWUXUQIU,ZONGJIEGONGQIUGUANXI。DIANZISHANGWUQIYE,SHOUXIAN,YAOGENGXINFUWULINIAN,YITIGAOFUWUZHILIANGWEIZHU,YOUHUAFUWUTIXI。ZHUYAOSHIZHENDUIDIANZISHANGWUJIAOYIGUOCHENGZHONGDEGEZHONGBUANQUANYINSUJINXINGCHULI,WANSHANWANGGOUZIXUNTIXI,YONGHUKEYITONGGUOZIXUNXIANGGUANGONGZUORENYUANZHANGWOWANGGOUDEJICHUZHISHI,GUIFANZIJIDECAOZUO,JIANGDIWANGGOUDEANQUANFENGXIAN。QICI,DIANZISHANGWUQIYEGONGZUORENYUANYAOTIGAOZISHENSUZHI,YIQIYEFAZHANWEIGONGZUORENWU,YIGENGGAODEZHIYEZHUNZEYAOQIUZIJI,TIGAOFUWUZHILIANG。HAIYAOYOUCHENGXINYISHI,YUXIAOFEIZHEDACHENGYIPIAN,QUDETAMENDEXINREN,BUNENGQIANGMAI,YAOZUNZHONGXIAOFEIZHEDEGERENYIYUAN。ZUIHOU,DIANZISHANGWUQIYEYEYAOYAOTIGAOFUWURENYUANDEMENJIAN,YANGEJINZHIMEIYOUXINGYEZIGEZHENGDERENJINRUQIYEGONGZUO,BAOZHANGFUWURENYUANZHILIANG。

              (二)优化营销渠道

              1. 优化营销流程

            星云棋牌官网下载   DIANZISHANGWUQIYEYAOWANSHANYINGXIAOQUDAO,DUIGEZHONGBUTONGTUJINGDEYINGXIAOQUDAOJINXINGFENXIPINGJIA,ZONGJIEBUTONGYINGXIAOQUDAODEXIAOGUO,JINERXIHUAMEIGEYINGXIAOHUANJIE,JIAQIANGDUIMEIGEHUANJIEDEGUANLI,BAOZHENGMEIGEYINGXIAOHUANJIEDEZHILIANG。QICI,HAIYAOLEJIEYINGXIAOQUDAODEZUZHIJIEGOU,GENJUGEGEZUZHIFENPEIGONGZUORENWU,XIHUAMEIGEBUMENDEFENGONG,HAIYAOANPAIZHUANMENDEFUZEREN,YIDANMOUGEHUANJIECHUXIANWENTI,YAOZHUIJIUDANGSHIRENDEZEREN。JIURUCHANPINZHIZAOSHANGYAOTIGAOCHANPINZHIZAOZHILIANG,YANGEJINZHIYICICHONGHAO,YAOZUOHAOCHANPINZHILIANGBAGUAN,JIAQIANGJIANCHALIDU,TIGAOCHANPINZHILIANG。ZHONGJIANSHANGYAOZUOHAOCHANPINDEXUANCHUANHEFENXIAOGONGZUO,TUOZHANCHANPINDEXIAOSHOUTUJING,TIGAOJINGJIXIAOYI。ZHIZAOSHANG、ZHONGJIANSHANGYAOXIEDIAOFAZHANGUANXI,JINYIBUYOUHUAYINGXIAOLIUCHENG。

              2. 重视品牌意识

              PINPAIYISHISHISHANGPINXIAOSHOUGUOCHENGZHONGXUYAOZHONGDIANKAOLVDEWENTI。DIANZISHANGWUQIYEYAOYOUPINPAIYISHI,LIYONGHULIANWANGZUOHAOCHANPINDEXUANCHUANGONGZUO。TONGSHI,HAIYAOGUANGFANSHOUJICHANPINSUCAI,YOUHUACHANPINBAOZHUANGSHEJI,JIFARENMENDEGOUWUYU。YAOCHONGFENFENXISHICHANGFAZHANXUQIUYIJIYANJIURENMENDEXINLI,GENJUBUTONGNIANLINGJIEDUANDEXIAOFEIQUNTISHEJIBUTONGDEBAOZHUANG。QICI,DIANZISHANGWUQIYEYAODUIZISHENDIWEIJINXINGZHUNQUEDINGWEI,YAOSHULIZHANGYUANDEFAZHANYANGUANG,YAORENZHENFENXICHANPIN,ZUOHAOCHANPINXINXIZHENGLI,SHIXIAOFEIZHENENGGOUYIMULERAN。ZAICI,DIANZISHANGWUQIYEYAODAZAOYIZHIZHUANYEDEYINGXIAOTUANDUI,TIGAOYUANGONGDEZHUANYENENGLIHEGERENSUZHI,TIGAOMEIGEYINGXIAOHUANJIEDEZHILIANG。

              (三)重视营销渠道管理

              DIANZISHANGWUQIYEYAOZHONGSHIYINGXIAOQUDAODEGUANLI,ZHIDINGJIEDUANXINGDEGUANLIJIHUA,YIJUYINGXIAOZUZHIJIEGOUDEGONGNENGJINXINGFENLEIGUANLI,SHAIXUANZHUANYEDEGUANLIXINGRENCAI,TIGAOGUANLIZHILIANG。HAIYAOWANSHANJIANDUTIXI,GULIRENRENJIANDU,NIMINGJUBAO,LEJIEGEZHONGYINGXIAOQUDAODEZHENSHIQINGKUANG。KEYIJIANLIZHUANMENDEJIANGUANJIGOU,HAIKENENGSHISHIDUOQUDAOGUANLIMOSHI,KEYITONGGUOWANGLUOJINXINGGUANLI,TIGAOGUANLIXIAOLV。CIWAI,DIANZISHANGWUFAZHANGUOCHENGZHONG,HAIYAOZHUZHONGWULIUGUANLI,BAOZHENGWULIUJISHIGENGXIN,XIAOFEIZHENENGGOUJISHILEJIESHANGPINDEDONGTAIZOUXIANG,QIYEXIAOSHOUBUMENYAOYUWULIUBUMENQUDELIANXI,BAOZHENGSHANGPINWULIUNENGGOUJISHIGENGXIN。

              结束语

              HULIANWANGHUANJINGXIADIANZISHANGWUYINGXIAOQUDAOZENGDUOLE,DANSHIBUTONGQUDAOZHIJIANDEGUANXIPUSHUOMILI,ZAIHULIANWANGBEIJINGXIA,YAOLIQINGGEZHONGQUDAODEGUANXI,ZUOHAOBUMENJIANDEZERENFENGONG。ZHEZHONGFENXISHICHANGXUQIU,DIAOZHENGSHANGPINDEGONGQIUGUANLI,KEYIGENJUYINGXIAOQUDAOXINGZHIJINXINGFENCENGGUANLI,TIGAOGUANLIXIAOLV,CUJINDIANZISHANGWUDEFAZHAN。

              参考文献

              [1]陈雨轩.基于电子商务环境下农产品网络营销策略浅析[J].当代经济,2017(05)
              [2]马晓倩.电子商务下O2O网络营销模式的渠道冲突和管理策略[J].赤峰学院学报(自然科学版),2016(21)
              [3]郑素卿.漳州农产品互联网营销模式探讨[J].现代营销(下旬刊),2016(08)
              [4]宋丽敏.电子商务环境下品牌服装企业营销渠道现状与选择研究[J].现代经济信息,2016(19)

              向婕.互联网环境下电子商务营销渠道优化探索[J].现代营销(下旬刊),2019(11):246-247.
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