摘要
随着网络技术的广泛普及,网络营销作为一种新型的营销模式应运而生,并逐步渗
透到各个行业。网络营销的出现使得企业在营销渠道改革中实现了巨大的跨越,并给传
统营销带了巨大的挑战。电子交易作为网络营销最重要的表现方式,具有传统营销渠道
无法比拟的功能,而传统营销渠道也有电子交易渠道无法达到的优势,二者之间既冲突
又互补。目前,中国的企业正经历着改革与创新,如何利用好传统营销与电子交易这两
种渠道已成为帮助企业迅速成长的法宝,渠道整合将成为企业改革的关键点。

本文首先对传统营销和网络营销理论进行研究,分析各自的特点,并介绍了国内外
渠道冲突及整合的相关理论。然后以延长石油销售公司产品销售为实际研究对象,深入
分析该公司营销渠道的现状,对比其优缺点,并总结该公司渠道存在问题类型、成因,
提出渠道整合的策略设计的意义、目标、原则、思路和内容,最后对渠道整合实施提出
了相应的对策。

目前,国内外对渠道整合的理论研究较少,石油化工行业作为国内支柱性产业,
关系到国计民生,在石油化工这种特殊行业领域中,如何进行两种营销渠道协调整合,
如何解决两种渠道的冲突问题更是当务之急。本文希望在现有研究的基础上,对两种渠
道整合进行探讨。以期能够对延长石油销售公司和石油化工企业渠道改革提供一些合理
的建议,提高竞争优势。

【关键词】传统营销电子交易渠道整合
【研究类型】应用研究
Abstract
With the rapid development of network, as a new marketing mode, network
marketing is widely used in various industries. Network marketing which brings
a big challenge to traditional marketing channel, is the great reform of marketing
channel. As the most important way of network marketing, E-channel has the
incomparable function. However, traditional channel has its own advantages.
Both of them enjoy the conflict and complementation. At present, Chinese
enterprises are experiencing the reform and innovation. How to make good use
of the traditional channel and E-channel are utmost important to enterprises, and
the channel integration becomes the key point of enterprises reform.
In this article, first of all, it makes a comprehensive introduction of the
traditional marketing and network marketing theory, analyzing the
characteristics of each other, and then introduces the theory the domestic and
foreign theory of channel conflict and integration. Second, the article takes
Yanchang Petroleum Sale Company as an example. In order to make a
comparison of the traditional channel and the E-channel in this company, it does
。。。