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首页> 外文会议>The proceedings of the 2nd international conference on value engineering and value management (2009) >VE-based Marketing Channels Decision Making
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VE-based Marketing Channels Decision Making

机译：基于VE的营销渠道决策

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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.
机译：对电子商务至关重要的数字资源明显表明，电子商务的虚拟财产对于实现企业的低成本战略至关重要。在建立和重建营销渠道时，企业应努力用数字资源代替物理资源，以最少的物理资源完成业务。借助价值工程模型，我们评估了三种类型的营销渠道的市场功能和运营成本：传统业务渠道，电子商务渠道以及传统业务和电子商务的混合渠道。根据评估，我们得出结论，自然而然的趋势是，企业尽可能多地利用数字资源而不是物理资源，并以最少的物理资源执行业务活动。企业应有效地将数字资源与物理资源结合起来，以安排和优化营销渠道；混合渠道可以补充电子商务和传统业务的功能，并大大降低市场运行成本。

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