VE-based Marketing Channels Decision Making

摘要：

Digital resources, which are vital to E-business, markedly show that virtual property of E business is crucial for achieving businesses low cost strategy. Businesses should strive to substitute digital resources for physical ones in building and rebuilding marketing channels in order to accomplish business with the least physical resources. With the aid of value engineering model, we evaluate the market function and running costs of the three type of marketing channels: traditional business channel, E-business channel, and the hybrid channel of traditional business and E-business. On the basis of evaluation, we conclude that it is a natural trend that businesses utilize digital resources as much as possible instead of physical resources, and execute business activities with the least physical resources; Businesses should effectively combine digital resources with physical ones to arrange and optimize marketing channels; The hybrid channel can serve to complement the functions of E-business and Traditional business, and greatly reduce market running costs.

关键词： Value engineering E-business Digital resources Physical resources Marketing channels Decision making

作者: Song-hua LIU Yu-jun WANG

作者单位: School of Economics & Management,Xian Shiyou University,P.R.China,710065

会议类型: 国际会议

会议名称: The 2nd International Conference on Vale Engineering and Vale Management(2009)(2009年北京价值工程与价值管理国际会议)

会议地点: 北京

会议语种:英文

页码: 212-218

在线出版日期: 2009-10-16（万方平台首次上网日期，不代表论文的发表时间）