【作者】 王亚杰；

【导师】 周修亭；

【作者基本信息】 郑州大学 ， 企业管理， 2011， 硕士

【摘要】 当今时代已经进入网络时代,网络营销逐渐浮出水面,成为一个新的营销课题。网络拉近了制造商和消费者之间的距离,也使得消费者的购物习惯和方式发生了彻底的改变。为了迎合消费者的需求,制造商不得不对自己的销售渠道做出调整一摆脱中间商,实现产品流通渠道的扁平化,更加低廉和快捷的为消费者提供产品和服务。于是,商品流通渠道中的中间商的位置开始变得尴尬起来,他们似乎不再适应网络环境,多级代理商更成为增加企业成本的代名词。网络对商品流通方式的改变,对中间商的生存和发展提出了巨大的挑战。本文正是基于这种互联网环境,对中间商的发展进行了相关研究。深入分析了网络环境对中间商的影响以及中间商存在的必要性,并以产品类型为基础提出网络环境下不同中间商的不同发展路径和相应的发展策略,对中间商的发展具有一定的指导作用。本文首先对中间商的相关理论进行研究,对网络环境下中间商的生存现状进行分析,并以交易成本理论为基础,对中间商消亡论进行了批判,指出网络环境下中间商具有存在的必要性,中间商的灭亡只是中间商发展过程中多种可能性中的一种。接下来,从消费者的角度出发,将产品分为数字化产品、非数字标准化产品、非数字个性化产品三大类,建立产品-渠道选择层次分析模型,运用层次分析方法进行分析计算,得出不同类型产品渠道中的中间商的不同发展路径。数字化产品主要是消除传统中间商,非数字标准化产品主要是发展网络中间商,非数字个性化产品主要是增强传统中间商的综合能力。最后,依据不同产品中间商的不同发展路径,提出了相应的发展策略。对于数字化产品,主要通过借助原有资源转向其他产品和变身信息服务商来消除传统的中间商。非数字标准化产品则可以通过构建网络销售平台和创建网络分销店铺等策略来发展网络中间商。非数字个性化产品则需要采取调整自身定位,进行内部整合等策略来增强自身的综合能力。通过本文的研究,为中间商如何消除网络环境对自身的消极影响和抓住网络提供的各种机遇,从而谋求长远的发展提供了一定的指导作用。更多还原

【Abstract】 With the era into the Internet Age, Network marketing began to emerge, becoming a new marketing issues.The network make the distance between manufacturers and consumers closer, but also makes consumer shopping habits and change have a completely change. In order to care to the consumer’s need, manufactures have to adjust their sales channels-get rid of middlemen, make product distribution channels to achieve the flat,more inexpensive and efficient to provide consumers with products and services. So, the position of the middlemen which in the commodity circulation became embarrassed, they seem not adapt to the network any more, multi-level agents have become the synonymous with increased cost of doing business. The change of network to the commodities, presented a huge challenge for the survival an development go middlemen. This article is based on this Internet environment, studied the development of middlemen. Analysis the effects the network environment on middlemen and the need for middlemen deeply, as the same time, proposed different development paths of different middlemen and the corresponding development strategies based on the type of product made under the network environment. This study will have a guiding effect for the development of middlemen.Under the guidance of this idea, firstly the article study the theory of middlemen, analysis the situation of middlemen’s survival, and based on the transaction cost theory,critique the demise of middlemen, point out there is has the need for middlemen under the network environment.the death of middlemen is just the one of many possibilities in their development process. Next, from the view of the consumer, divided the product into digital products, on-digital standard products, non-digital personalized products, established product -channel select level analysis model, use the AHP analysis calculated the Channels in different types of products for the different path of middlemen. Digital products are to eliminate traditional middlemen; non-digital standard products are to develop the on-line middlemen, non-digital personalized products is to enhance the comprehensive ability of traditional middlemen. Finally, based on different development path, come up with the corresponding development strategies for different middlemen. For digital products, primarily through turned to other products use of existing resources and become information service providers to eliminate the tradition middlemen. For non-digital standard products, they could building network distribution platform and create network shop to develop network middlemen. For non-digital personalized products, the middlemen need to reposition themselves and internal integration to enhance their overall capacity.This study provides some guidance for the middlemen how to eliminate the network environment for their own negative impacts and seize the opportunities provided by the network, thereby to seek long-term development.更多还原