资源描述：
《营销通路管理-07.ppt》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、Chapter7ElectronicMarketingChannelsElectronicMarketing Channels15Objective1:TechnologyInternetComputersImpactonDesign&ManagementofMarketingChannels15ElectronicMarketing ChannelsTheuseoftheInternettomakeproducts&servicesavailablesothatthetargetmarketwithaccesstocomputersorotherenablingtechnologie
2、scanshop&completethetransactionforpurchaseviainteractiveelectronicmeansObjectives2&3:NotphysicalavailabilityWeb-TV,PDAsActuallypurchasingproductsthroughtheuseofPCs,Web-TV,PDAs15StructureofElectronic MarketingChannelsThreeKeyPhenomenaDisintermediationversusreintermediationInformationflowversuspro
3、ductflowVirtualchannelstructureversusphysicalchannelstructure15Disintermediationand ReintermediationDisintermediationReintermediationIntermediariesbecomesuperfluousbecauseproducersgainexposuretovastnumbersofcustomersincyberspaceShifting,changing,oraddingmiddlementothechannelObjective4:Amazon.com
4、Auto-By-TelCorp.Peapod,Inc.DellComputerCorp.15DisintermediationversusReintermediationNomatterhowtechnologicallysophisticatedtheInternetbecomesorhowmuchitishyped,thelawsofeconomicsastheyrelatetochannelstructuredonotchange.Efficiencyintheperformanceofdistributiontasksiswhatultimatelydetermineswhat
5、formchannelstructurewilltake.=TheInternethasnoteliminatedmiddlemen,orcausedtotaldisintermediation.15InternetLimitsObjective5:ProductFlow•Cannotbedigitized•Processedslowly,oftenbypeople•Isbasisforallotherflows—negotiation,ownership,information,&promotion15Developments&TrendsObjective6:•Onlineshop
6、pingto$36billionfrommid-1990stotheendof2002•Onlineshoppinghasbecomearoutineshoppingchoice•PCs,peripherals,software,&booksaccountedforasignificantportionoftotalretailspendingontheseproductsElectronicMarketingChannelsProfileofOnlineShoppers15HighestPercentages•Agerangeof25to54•Incomelevelrange$35,
7、000toabout$99,999•Collegegraduates&thosewithpostgraduateeducationmakeup54%•Professional/managerialoccupationsmakeup32%15FutureofOnlineShoppingOnlineSalesasaPercentageofTotalRetailSales,1999–2002YearOnlineas%ofRetailSales%Cha
