The Main Effects On Manufacturers Choosing Internet Direct Marketing Channel Or Not

The emergence and diffusion of the Internet in the world , especially in the firms , motivates an evolution of the firms . Many performance modes face the huge change from the internet , including the marketing modes of the manufacturers .Plenty of researchers discuss the problem about whether to choose the internet direct marketing mode or not for many times ,and some business men also try to establish the internet direct marketing mode .However, there is still a big problem on whether to choose the internet direct marketing modes or not.This paper analyzes the determinants of applying or switching to the Internet direct marketing channel by an empirical research in order to find the right direction for the manufacturers to restructure their established marketing channel. This paper includes 5 chapters . Chapter 1 introduces the importance of this study ,and point the limitation of it ; Chapter 2 reviews the literature on marketing channel choice , including traditional marketing channel choice and the internet marketing channel choice ; Based on the former literatures , chapter 3 brings out a research model and framework ; In chapter 4, we find out the determinants of marketing channel choice or marketing channel switching ; In the last chapter ,we point out the limit of the paper ,and propose the research opportunity for further research.