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1 引言 传统的营销渠道由独立的生产者,中介组织和零售商组成,每个成员作为独立的利益实体,追求自己的利益最大化,有的甚至会损害系统的整体利益。因而,企业对各种可控因素的控制能力和可利用的控制手段极为有限。企业要占据在市场营销中的主动权,就要加强对中间环节的控制,协调各成员的利益关系,引导它们面向统一的目标,提高销售的效率。同时,培养成员的忠
1 Introduction Traditional marketing channels are composed of independent producers, intermediary organizations and retailers. Each member as an independent interest entity pursues its own interests to the maximum, and some may even damage the overall interests of the system. As a result, companies have very limited control over the various controllable factors and controls available. To occupy the initiative in marketing, enterprises should strengthen the control of intermediate links, coordinate the interests of all members, and guide them to a unified goal and improve the efficiency of sales. At the same time, members of the loyalty