| 网络经济条件下多渠道营销问题的研究综述 |
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| 引用本文： | 浦徐进,唐建荣,诸立超.网络经济条件下多渠道营销问题的研究综述[J].江南大学学报(自然科学版),2010,9(1):115-121. |
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| 作者姓名： | 浦徐进 唐建荣 诸立超 |
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| 作者单位： | 江南大学,商学院,江苏无锡,214122 |
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| 基金项目： | 国家自然科学基金项目(70901034);;教育部人文社会科学规划项目(09YJA630050) |
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| 摘 要： | 对网络经济环境下多渠道营销这一学术热点，从国外研究和国内研究、定量分析和定性分析等方面进行比较分析，系统地探讨了多渠道营销模式的研究现状，在分析目前文献的基础上展望了进一步的研究方向，提出未来的研究应重点关注理论模型的实证检验、多营销渠道间合作机制的设计和符合我国现实的多渠道营销模型的构建等方面。
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| 关 键 词： | 网络经济 供应链管理 多渠道营销 博弈论 |
Research Summarization on Multi-Channel Marketing in Network Economy |
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| PU Xu-jin,TANG Jian-rong,ZHU Li-chao.Research Summarization on Multi-Channel Marketing in Network Economy[J].Journal of Southern Yangtze University:Natural Science Edition,2010,9(1):115-121. |
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| Authors: | PU Xu-jin TANG Jian-rong ZHU Li-chao |
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| Institution: | School of Business;Jiangnan University;Wuxi 214122;China |
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| Abstract: | Nowdays,researches on multi-channel marketing in network economy is becoming popular in the world.The paper comprehensively demonstrates the development road map of multi-channel marketing,which is from foreign scholars to domestic scholars,through quantitative analysis and qualitative analysis.Finally,the future research directions are pointed out based on the analysis of defects in the present researches.We suggest that the future research should focus on theoretical models of empirical testing,the design... |
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| Keywords: | network economy supply chain management multi-channel marketing game theory |
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