网络环境下中间商发展策略研究
摘要
当今时代已经进入网络时代,网络营销逐渐浮出水面,成为一个新的营销课题。网络拉近了制造商和消费者之间的距离,也使得消费者的购物习惯和方式发生了彻底的改变。为了迎合消费者的需求,制造商不得不对自己的销售渠道做出调整一摆脱中间商,实现产品流通渠道的扁平化,更加低廉和快捷的为消费者提供产品和服务。于是,商品流通渠道中的中间商的位置开始变得尴尬起来,他们似乎不再适应网络环境,多级代理商更成为增加企业成本的代名词。网络对商品流通方式的改变,对中间商的生存和发展提出了巨大的挑战。本文正是基于这种互联网环境,对中间商的发展进行了相关研究。深入分析了网络环境对中间商的影响以及中间商存在的必要性,并以产品类型为基础提出网络环境下不同中间商的不同发展路径和相应的发展策略,对中间商的发展具有一定的指导作用。
本文首先对中间商的相关理论进行研究,对网络环境下中间商的生存现状进行分析,并以交易成本理论为基础,对中间商消亡论进行了批判,指出网络环境下中间商具有存在的必要性,中间商的灭亡只是中间商发展过程中多种可能性中的一种。接下来,从消费者的角度出发,将产品分为数字化产品、非数字标准化产品、非数字个性化产品三大类,建立产品-渠道选择层次分析模型,运用层次分析方法进行分析计算,得出不同类型产品渠道中的中间商的不同发展路径。数字化产品主要是消除传统中间商,非数字标准化产品主要是发展网络中间商,非数字个性化产品主要是增强传统中间商的综合能力。最后,依据不同产品中间商的不同发展路径,提出了相应的发展策略。对于数字化产品,主要通过借助原有资源转向其他产品和变身信息服务商来消除传统的中间商。非数字标准化产品则可以通过构建网络销售平台和创建网络分销店铺等策略来发展网络中间商。非数字个性化产品则需要采取调整自身定位,进行内部整合等策略来增强自身的综合能力。
通过本文的研究,为中间商如何消除网络环境对自身的消极影响和抓住网络提供的各种机遇,从而谋求长远的发展提供了一定的指导作用。
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.
本文首先对中间商的相关理论进行研究,对网络环境下中间商的生存现状进行分析,并以交易成本理论为基础,对中间商消亡论进行了批判,指出网络环境下中间商具有存在的必要性,中间商的灭亡只是中间商发展过程中多种可能性中的一种。接下来,从消费者的角度出发,将产品分为数字化产品、非数字标准化产品、非数字个性化产品三大类,建立产品-渠道选择层次分析模型,运用层次分析方法进行分析计算,得出不同类型产品渠道中的中间商的不同发展路径。数字化产品主要是消除传统中间商,非数字标准化产品主要是发展网络中间商,非数字个性化产品主要是增强传统中间商的综合能力。最后,依据不同产品中间商的不同发展路径,提出了相应的发展策略。对于数字化产品,主要通过借助原有资源转向其他产品和变身信息服务商来消除传统的中间商。非数字标准化产品则可以通过构建网络销售平台和创建网络分销店铺等策略来发展网络中间商。非数字个性化产品则需要采取调整自身定位,进行内部整合等策略来增强自身的综合能力。
通过本文的研究,为中间商如何消除网络环境对自身的消极影响和抓住网络提供的各种机遇,从而谋求长远的发展提供了一定的指导作用。
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.
引文
[1]Ronald Coase. The nature of the firm[J]. Economica,1937, (4)
[2]Rayport J F, and Sviokla, J Managing in the Marketspace[J]. Harvard Review,1972, (6): 141-150
[3]Wigand R T and Benjamin, R I Electronic commerce:effects on electronic markets [J], Journal of Computer-Mediated Communication,1996,1 (3):20-25
[4]Sarkar M, Butler B, and Steinfield C. Intermediaries and cybermediaries: a continuing role for mediating players in the electronic marketplace [J]. Journal of Computer-Mediated Communication,1996,1 (3):245-258
[5]Sarkar M, Butler B, and Steinfield C, Cybermediaries in electronic marketspace:Toward theory building [J]. Journal of Business Research,1998,41(3):215-221
[6]Kolkata, Ravi, and Andrew B. Whinstone. Frontiers of Electronic Commerce [J]. Reading MA:Addison-Wesley,1996
[7]King J. Disintermediation/reinter mediation. Computer world,1999, December13,54
[8]Smith M, Bailey J. and Brynjolfsson E. Understanding digital markets:review and assessment [M]. Forthcoming in Brynjolfsson, E. and Kahin, B. (eds.), Understanding the Digital Economy. Cambridge, MA:MIT Press,2000
[9]Belier, David. The Future of Electronic Commerce:A Report of the Fourth Annual Aspen Institute Roundtable on Information Technology [M]. Washington, DC:The Aspen Institute, 1996
[10]Allen Franklin, and Anthony M. Santomero, The theory of financial intermediation [J], journal of Banking and Finance,1998 (21):1461-1485
[11]张敬德.产品和市场类型对传统实体中间商在中间化战略的影响.淮北职业技术学院学报,2008,2：5-8
[12]杜文中,陈耀刚.网络经济的中介存在性及其变动趋势[J].石油大学学报(自然科学版),2000,5：53-86
[13]杜生鸣.电子市场中第三方中介的演化研究[D].[硕士学位论文].湖北：华中科技大学,2009
[14]庞春.专业中间商的出现：基于西方经济史与超边际经济的解释[J].制度经济学研究,2005,49-63
[15]Yavas, Abdullah. Market maker Versus Matchmakers [J]. Journal of Financial Intermediation 1992,2:35-58
[16]Williamson O E. Markets and hierarchies [M]. New York:Free Press
[17]今井贤一(日).内部组织的经济学[M].北京：新知三联书社,2004.232-245
[18]Bailey J P. Intermediation and Electronic Markets:Aggregation and Pricing in Internet Commerce[D]. Ph D. Thesis, Technology, Management and Policy, Massachusetts Institute of Technology, Cambridge, MA.1998
[19]杜生鸣.信息技术对传统第三方中介演化的影响研究[J].当代经济,2009.3(上)：24-29
[20]Lopez R,1976, the Commercial Revolution of the middle Ages,950-1350. New York: Cambridge University Press
[21]Braudel F,1984, Civilization and Capitalism 15th-18th Century, Vol.3, The Perspective of the World.London:Phoenix Press,2002
[22]Braudel F,1982, Civilization and Capitalism 15th-18th Century, Vol.2, the Wheels of Commerce. London:Phoenix Press,2002
[23]Shaw A W,1912, "Some Problems in Market Distribution", Quarterly Journal of Economics, Vol.26, No.4, pp.703-765
[24]Jones F M,1937, Middlemen in the Domestic Trade of the United States:1800-1860. Urbana:the University of Illinois
[25]Yang X, Economics:New Classical versus Neoclassical Frameworks. Maiden MA, USA and Oxford, UK:Blackwell Publishers,2001
[26]Yavas A, Market-makers versus Matchmakers [J]. The journal of economic perspectives, 1996,10(3)
[27]Gehrig T, Intermediation in search markets [J]. Journal of Economics and Management Strategy 1993,2
[28]康芒斯.制度经济学(上册)[M].北京：商务印书馆,1983.241-267
[29]谢康,肖静华,赵刚.电子市场经济学[M].北京：电子工业出版社,2004
[30]张五常.交易费用的范式[J].社会科学战线,1999,1：22-25
[31]杨小凯、黄有光.专业化与经济组织——种新兴古典微观经济学框架[M],上海：经济科学出版社,1999.332-345
[32]Klein S&O' Keefe R. The Impact of the Web on Auctions:Some Empirical Evidence and Theoretical Consideration [J], International Journal of Electronic Commerce, Vol3, 1999, pp7-20
[33]朱峰,苏多坚.网络时代中间商发展趋势及特点浅谈[J].物流技术,2005(6)：26-29
[34]葛存山.电子商务环境下分销渠道的革新[M].电子商务,2003.3：65-67
[35]陈明洋,孙毅,吕本富.网络环境下主要营销渠道选择策略.网络经济与电子商务,2008,9：9-19
[36]杨季美,史本山.群体评价中的并合方法[J].系统工程理论与实践,1992,(1)：49-1
[37]戴维.R.安德森.数据、模型与决策[M]北京：机械工业出版社,2003：525-541
[38]肖翠金.学生消费者B2C网络购物意愿的部分影响因素及其交互作用研究[M].[硕士学位论文].上海：上海交通大学,2007
[39]王希希.消费者网络购物行为的影响因素研究[M].浙江：浙江大学,2001
[40]马飒.黄建峰.网上直销渠道与中间商渠道互补性的模型分析[J].南通工学院学报(社会科学版),2004,40(4)：22-26
[41]朱建荣.分销渠道创新模式与制造商对策分析[J].商业研究,1997,7：33-37
[42]范黎波.基于网络的信息产品的商务模式.经济研究[J],2001,10：54-56
[43]王金云,高英.中介电子商务模式分析[J].辽东学院学报,2005,05：21-26
[44]1997-2009：中国电子商务十二年调查报告14
[45]托马斯.达文波特,约翰.贝克.注意力管理[M].北京：中信出版社,2002：435-467
[46]江林.消费者心理与行为[M].北京：中国人民大学出版社,2002：211-214
[47]于绍乐.诚信能给你带来什么[M].北京：中国商业出版社,2002：236-276
[48]钱国根.网络营销时代中间商的策略选择[J].商业研究,2002,09：22-28
[49]张德鹏,冯建华.网络营销中的误区[J].企业管理,2000,10：33-38
[50]荣霞,王江.传统中间商的出路探析[J].现代管理科学,2005,07：67-68
[2]Rayport J F, and Sviokla, J Managing in the Marketspace[J]. Harvard Review,1972, (6): 141-150
[3]Wigand R T and Benjamin, R I Electronic commerce:effects on electronic markets [J], Journal of Computer-Mediated Communication,1996,1 (3):20-25
[4]Sarkar M, Butler B, and Steinfield C. Intermediaries and cybermediaries: a continuing role for mediating players in the electronic marketplace [J]. Journal of Computer-Mediated Communication,1996,1 (3):245-258
[5]Sarkar M, Butler B, and Steinfield C, Cybermediaries in electronic marketspace:Toward theory building [J]. Journal of Business Research,1998,41(3):215-221
[6]Kolkata, Ravi, and Andrew B. Whinstone. Frontiers of Electronic Commerce [J]. Reading MA:Addison-Wesley,1996
[7]King J. Disintermediation/reinter mediation. Computer world,1999, December13,54
[8]Smith M, Bailey J. and Brynjolfsson E. Understanding digital markets:review and assessment [M]. Forthcoming in Brynjolfsson, E. and Kahin, B. (eds.), Understanding the Digital Economy. Cambridge, MA:MIT Press,2000
[9]Belier, David. The Future of Electronic Commerce:A Report of the Fourth Annual Aspen Institute Roundtable on Information Technology [M]. Washington, DC:The Aspen Institute, 1996
[10]Allen Franklin, and Anthony M. Santomero, The theory of financial intermediation [J], journal of Banking and Finance,1998 (21):1461-1485
[11]张敬德.产品和市场类型对传统实体中间商在中间化战略的影响.淮北职业技术学院学报,2008,2：5-8
[12]杜文中,陈耀刚.网络经济的中介存在性及其变动趋势[J].石油大学学报(自然科学版),2000,5：53-86
[13]杜生鸣.电子市场中第三方中介的演化研究[D].[硕士学位论文].湖北：华中科技大学,2009
[14]庞春.专业中间商的出现：基于西方经济史与超边际经济的解释[J].制度经济学研究,2005,49-63
[15]Yavas, Abdullah. Market maker Versus Matchmakers [J]. Journal of Financial Intermediation 1992,2:35-58
[16]Williamson O E. Markets and hierarchies [M]. New York:Free Press
[17]今井贤一(日).内部组织的经济学[M].北京：新知三联书社,2004.232-245
[18]Bailey J P. Intermediation and Electronic Markets:Aggregation and Pricing in Internet Commerce[D]. Ph D. Thesis, Technology, Management and Policy, Massachusetts Institute of Technology, Cambridge, MA.1998
[19]杜生鸣.信息技术对传统第三方中介演化的影响研究[J].当代经济,2009.3(上)：24-29
[20]Lopez R,1976, the Commercial Revolution of the middle Ages,950-1350. New York: Cambridge University Press
[21]Braudel F,1984, Civilization and Capitalism 15th-18th Century, Vol.3, The Perspective of the World.London:Phoenix Press,2002
[22]Braudel F,1982, Civilization and Capitalism 15th-18th Century, Vol.2, the Wheels of Commerce. London:Phoenix Press,2002
[23]Shaw A W,1912, "Some Problems in Market Distribution", Quarterly Journal of Economics, Vol.26, No.4, pp.703-765
[24]Jones F M,1937, Middlemen in the Domestic Trade of the United States:1800-1860. Urbana:the University of Illinois
[25]Yang X, Economics:New Classical versus Neoclassical Frameworks. Maiden MA, USA and Oxford, UK:Blackwell Publishers,2001
[26]Yavas A, Market-makers versus Matchmakers [J]. The journal of economic perspectives, 1996,10(3)
[27]Gehrig T, Intermediation in search markets [J]. Journal of Economics and Management Strategy 1993,2
[28]康芒斯.制度经济学(上册)[M].北京：商务印书馆,1983.241-267
[29]谢康,肖静华,赵刚.电子市场经济学[M].北京：电子工业出版社,2004
[30]张五常.交易费用的范式[J].社会科学战线,1999,1：22-25
[31]杨小凯、黄有光.专业化与经济组织——种新兴古典微观经济学框架[M],上海：经济科学出版社,1999.332-345
[32]Klein S&O' Keefe R. The Impact of the Web on Auctions:Some Empirical Evidence and Theoretical Consideration [J], International Journal of Electronic Commerce, Vol3, 1999, pp7-20
[33]朱峰,苏多坚.网络时代中间商发展趋势及特点浅谈[J].物流技术,2005(6)：26-29
[34]葛存山.电子商务环境下分销渠道的革新[M].电子商务,2003.3：65-67
[35]陈明洋,孙毅,吕本富.网络环境下主要营销渠道选择策略.网络经济与电子商务,2008,9：9-19
[36]杨季美,史本山.群体评价中的并合方法[J].系统工程理论与实践,1992,(1)：49-1
[37]戴维.R.安德森.数据、模型与决策[M]北京：机械工业出版社,2003：525-541
[38]肖翠金.学生消费者B2C网络购物意愿的部分影响因素及其交互作用研究[M].[硕士学位论文].上海：上海交通大学,2007
[39]王希希.消费者网络购物行为的影响因素研究[M].浙江：浙江大学,2001
[40]马飒.黄建峰.网上直销渠道与中间商渠道互补性的模型分析[J].南通工学院学报(社会科学版),2004,40(4)：22-26
[41]朱建荣.分销渠道创新模式与制造商对策分析[J].商业研究,1997,7：33-37
[42]范黎波.基于网络的信息产品的商务模式.经济研究[J],2001,10：54-56
[43]王金云,高英.中介电子商务模式分析[J].辽东学院学报,2005,05：21-26
[44]1997-2009：中国电子商务十二年调查报告14
[45]托马斯.达文波特,约翰.贝克.注意力管理[M].北京：中信出版社,2002：435-467
[46]江林.消费者心理与行为[M].北京：中国人民大学出版社,2002：211-214
[47]于绍乐.诚信能给你带来什么[M].北京：中国商业出版社,2002：236-276
[48]钱国根.网络营销时代中间商的策略选择[J].商业研究,2002,09：22-28
[49]张德鹏,冯建华.网络营销中的误区[J].企业管理,2000,10：33-38
[50]荣霞,王江.传统中间商的出路探析[J].现代管理科学,2005,07：67-68
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