Transition And Integration Of International Marketing Channels In The Environment Of E-Business

Marketing channels is the downriver section of value chain, the creators of product and service attain the market through marketing channels, which is regarded as the key to exploit and occupy the market by the modern corporations. As soon as the corporations possess of marketing channels net extent in all directions, they will hold the market's mastery.Under the fast development of E-business, many new marketing channels are coming out. Internet has brought out a revolution of channel, which makes the situation of the international marketing more complex. The disadvantages of traditional marketing channels are emerging constantly. We need a new model of marketing channels which can bring effective economic and controllable effect.First, this thesis discovers the flux of external environments in the base of clarifying the concept of marketing channels, and then analyses the problem in the traditional marketing. We can study that channels organizational form is becoming more flexible, more flat and more electronic in the internet economic era. Base the correct judge of our countries E-business environment, this text bring forward that the relationship between the e-business channel and the traditional channel are not substitute each other, but support and amalgamate each other. We must know the integration process is a gradual process and use developmental eyes to integrate the two channels. This thesis think that the logistics area can offer wider room for the traditional channels reform and the value added channel also is the field of traditional channels reform. After channel will unite all the member's advantages, Knowledge communion plat is built through Internet which supplies immediate information about the international market, demands of customs and the channel members' trends to other members which smoothes the communication and eliminates the communicating barrier because of the obstruction of space and time. Thus the cooperation among the members will improve the whole competition ability of the international marketing channels. This thesis uses the example of enterprise appliances to discuss how enterprise construct bran-new marketing channels to meet the flux of E-business environments.