The Study Of The Development Strategy For Middleman Under The Network Environment

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.