Study on the Causes of Marketing Channel Vulnerability and its Improving Countermeasure

摘要：

With the development of economic globalization and competition being fiercer, the importance of marketing channel has been highlighted.As the environment is being more and more complicated, marketing channel should have the ability to bear the attack brought by the changes of the external environment and the ability to recover quickly. That means the enterprise must reduce their marketing channel vulnerability so as to cope with the changing environment. This paper first put forward the conception of marketing channel vulnerability and its characteristic,and then discussed the reason of marketing channel vulnerability.At last this paper proposed the improving countermeasure to decrease the vulnerability of enterprise marketing channel.

关键词： Marketing channel Vulnerability Causes Countermeasure

作者: MAO Min WANG Chao

作者单位: School of Management, Wuhan University of Technology, Wuhan,P.R.China 430070

会议类型: 国际会议

会议名称: The 5th International Conference on Product Innovation Management(第五届产品创新管理国际会议 ICPIM 2010)

会议地点: 武汉

会议语种:英文

页码: 1011-1014

在线出版日期: 2010-07-10（万方平台首次上网日期，不代表论文的发表时间）