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1、 探讨实现营销目标的一系列市场行为一、网络直销网络直销是指生产厂家借助联机网络、计算机通信和数字交互式媒体且不通过其他中间商，将网络技术的特点和直销的优势巧妙地结合起来进行商品销售, 直接实现营销目标的一系列市场行为。A network of direct sales, network marketing is refers to the manufacturer based on the online network, computer communication and digital interactive media and not through other intermediari
2、es, the characteristics of the network technology and the advantages of direct marketing combined skillfully merchandise sales, a series of market behavior directly to realize the goal of marketing. 随着计算机技术的发展和互联网的普及，网民人数不断增多，截止到 2008 年 12 月 31 日，我国共有网民 2.98 亿，大幅度超过美国，跃居世界第一位;普及率达到 22.6%，超过全球平均水平;网民
3、规模较 2007 年增长 8800 万人，年增长率为 41.9%。网民人数的持续增长，网络消费市场的逐渐壮大，以及传统消费市场竞争的日趋激烈，使企业选择网络直销成为一种必然。With the development of computer technology and the popularization of Internet, the number of Internet users continued to increase, by December 31, 2008, China had 298000000 Internet users, substantially more than
4、 the United States, http:/ http:/ http:/ http:/ ranking first in the world; penetration rate reached 22.6%, more than the global average level; the scale of the Internet a growth of 88000000 in 2007, the annual growth rate of 41.9%. The sustained growth of the number of Internet users, network consu
5、mption market gradually, and the traditional consumer market competition is becoming increasingly fierce, the enterprise network marketing has become an inevitable choice. 二、网络直销引发的渠道冲突(一)冲突的种类网络直销引发的渠道冲突主要包括两种，即与传统中间商以及传统零售商之间的冲突：Two, network marketing channel conflicts ( a ) network types of confl
6、ict channel conflicts mainly includes two kinds, namely with traditional middlemen and retailers conflict: 1、网络直销商与传统中间商的冲突企业通过网络直接进行产品销售，必然会和传统中间商争夺客户，分割他们的销售市场，威胁他们的经济利益而造成不可避免的冲突。1, the network of distributors and traditional intermediary conflict enterprises directly through the network product
7、sales, will and traditional intermediary for customers, split their sales market, the conflict threatened their economic interests and the inevitable result of the. 同时由于生产商能够直接和消费者进行交易，省去了传统中间商与企业之间以及中http:/ http:/ http:/ http:/ 间商之间在沟通、运输等方面造成的各种浪费，使交易更具经济性、实效性，这些使得传统中间商显得没有存在的必要，从根本上威胁了中间商的生存。At t
8、he same time as the manufacturer can directly and consumer transactions, all kinds of waste between omits the traditional intermediaries and enterprises as well as middlemen in communication, transportation and other aspects of cause, make trade more economical, effectiveness, which makes the tradit
9、ional intermediary is not necessary in, fundamentally threatens the middleman survival. 2、网络直销商与传统直销商的冲突网络直销通过虚拟网络进行面向消费者的直接销售，在营销费用方面形成了显著的优势。第一，省去了传统直销所必须的销售前物流费用，及从生产厂商将产品运输到销售终端的费用，包括运输费用及期间产生的产品耗损等间接费用;第二，省去了终端建设费用，及实体销售网点建设、维护等方面的费用;第三，节省了大量的人力资本投入，相对于网络直销只需少数人员进行网站维护及信息处理工作的情况，传统直销则需要巨大的人力资本投
10、入，不仅包括销售人员及店面管理人员的薪酬费用，还涉及到人力资本的招聘、培训、管理等方面的大量费用;第四，由于网络直销便于与消费者及时进行互动沟通，使其产品的生产具有针对性，从而降低库存成本。而这些费用优http:/ http:/ http:/ http:/ 势直接造就了网络直销产品较高的价格优势，据统计，梨苗同样的产品，网络上的价格比实体门店里要便宜 30%左右。这对传统直销商的存在构成了巨大的威胁。2, the network marketing and traditional marketing network marketing is the conflict of direct sal
11、es to consumers through the virtual network, formed a significant advantage in marketing costs. First, eliminating the traditional direct sales to sales before the logistics costs, and from the manufacturers will transport the products to the sales terminal costs, product loss, indirect costs includ
12、ing transportation cost and period; second, saving the terminal construction costs, and costs of substantive sales outlets construction, maintenance; third, save a large number of human capital investment, with respect to the website maintenance and information processing network marketing requires
13、only a few staff, traditional direct needs huge investment in human capital, not only including the sales staff and store management personnel compensation costs, also involves a large number of cost of human capital recruiting, training, management; fourth because the network marketing to consumers
14、, and timely interaction and communication, so that the product is targeted, thereby http:/ http:/ http:/ http:/ reducing inventory costs. And the cost advantages of directly contributes to higher network marketing product price advantage, according to statistics, the same product, the network price
15、 than entity shop about 30% cheaper. Pose a great threat to the existence of the traditional distributors. 同时，由于网络巨大的覆盖面使网络直销的目标市场得以渗透到世界的各个角落，塑料土工格栅直接造成了对传统直销市场的分割，产生了目标市场冲突、使传统直销商面临着是否有存在必要性的挑战。At the same time, because of a vast network of direct sales network coverage of the target market has penetrated into every corner of the world, the direct cause of the traditional direct market segmentation, target market, the conflict of the traditional distributors are faced with is the necessity of the existence of the challenge. (二)冲突产生的原因网络直销渠道与传统渠
