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| 題 名 | 資訊技術對行銷通路之影響研究 |
|---|---|
| 作 者 | 謝效昭; | 書刊名 | 實踐學報 |
| 卷 期 | 26 1995.06[民84.06] |
| 頁 次 | 頁33-54 |
| 分類號 | 496.5 |
| 關鍵詞 | 資訊技術; 行銷通路; 通路結構; Information technology; Marketing channels; Channel structure; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 許多國內、外企業實際應用資訊技術的案例顯示,資訊技術對於企業的行銷通路活動已產生很重大的影響。本文針對資訊技術對行銷通路的影響,探討相關的文獻偶有觀察國外實際應用的案例後,發現行銷通路系統中的通路領袖,因為擁有較多的權力和資源,而能夠率先引進資訊技術,藉由資訊技術所提供的資訊服務,能更有效的領導和控制通路成員,建立長期緊密的合作關係,提昇整個通路系統的績效。此外,通路成員應用資訊技術後,能夠取代上、下游的通路功能,因而能夠改變通路成員之間的關係及通路結構。至於新型態的業者,也可藉由資訊技術的應用,取代原來通路成員的功能,成為新的通路成員,而衍生出來的新通路關係,則會改變原來的行銷通路結構。 |
| 英文摘要 | As the strategic importance of information technology has increased, the impact of information technology on marketing channels has become more and more different from the past. After reviewed related papers and observed some cases, the paper suggests that channel leaders have economic resources and power to adopt information technology, and information technology has revolutionizing and enhancing the efficiency and effectiveness of the marketing channel systems. Besides, information technology can substitute marketing functions in the channel systems. So, if channel member adopt information technology, he can substitutes other members' channel function and changes the structure of the channel systems. If new type of vender enter into the marketing channel systems with information technology, he can become a new member and changes the activities and relationships between channel members within the channel systems. |
本系統中英文摘要資訊取自各篇刊載內容。