CAJ | 학술논문

多元化和个性化的消费者需求、传统营销渠道模式在某些方面的缺陷、无处不在的市场营销竞争以及飞速发展的互联网技术在现代市场发展中已经成为影响中小企业渠道模式创新的重要原因。因此，中小企业必须通过建立多极型市场营销渠道模式，打造客户关系管理系统，构建营销渠道联盟和大力发展网络营销等多种方式，努力促进中小型企业营销渠道模式的创新，使其在动态的和不确定性下的市场竞争中取得比较优势。本文以吉安市中小型企业为例，对营销渠道模式创新的原因及策略作了具体分析。
다원화화개성화적소비자수구、전통영소거도모식재모사방면적결함、무처불재적시장영소경쟁이급비속발전적호련망기술재현대시장발전중이경성위영향중소기업거도모식창신적중요원인。인차，중소기업필수통과건립다겁형시장영소거도모식，타조객호관계관리계통，구건영소거도련맹화대력발전망락영소등다충방식，노력촉진중소형기업영소거도모식적창신，사기재동태적화불학정성하적시장경쟁중취득비교우세。본문이길안시중소형기업위례，대영소거도모식창신적원인급책략작료구체분석。
Diversified and personalized consumer demands, defects in some aspects of the traditional marketing channel modes, ubiquitous marketing competitions and the rapid development of internet technology in the development of the modern market have become important impacts on innovation of marketing channel modes in small and medium enterprises. Therefore, in order to promote the innovation of marketing channel modes, small and medium enterprises must establish multiple marketing channel modes, build a customer relationship management system, construct the marketing channel alliance and develop the network marketing as to promote the innovation of marketing channel modes and obtain a comparative advantage under the dynamic and proba- bilistic market competitions. In this paper, we will analyze the cause and the strategy of marketing channel mode innovation of small and medium enterprises in Ji＇ an city.