网络直销渠道

影响生产企业选择网络直销渠道的主要影响因素

The Main Effects on Manufacturers Choosing Internet Direct Marketing Channel or Not

另一方面，制造企业引入网络直销渠道，会与零售商的传统渠道形成竞争，引发渠道冲突。

On the other hand , the online direct channel which be introduced by manufacturer will compete with the traditional channel , leading to channel conflict .

本文研究的重点即是在竞争环境下制造商销售渠道选择问题。文章首先简单分析了在单个供应链环境下制造商销售渠道选择问题，即制造商在零售渠道基础上是否考虑加开网络直销渠道。

The research emphasis of paper is optimal channel structure strategies of manufacturers in competitive environment . Firstly , we analyze channel selection problem of manufacturer in single supply chain environment which manufacturer considers whether open online-channel on the basis of retailing channel .