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Electronic commerce, marketing channels and logistics platforms-a wholesaler perspective

机译：电子商务，营销渠道和物流平台-批发商角度

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Electronic commerce may impose new demands which the supply chain has to react to, while at the same time being an enabler of effective marketing and logistics. This paper describes alternative strategies for wholesalers conducting electronic commerce and how logistics may support the development of marketing channels and improve flexibility. Related issues with logistics implications are the decisions whether or not to use multiple channels and if intermediaries should totally bypass dealers, or rather collaborate by letting them manage the marketing relations and bypass them logistically. The concept of "logistics platforms" is discussed, based on empirical findings. Empiricaly the base is a case study of an intermediary with extensive use of business-to-business electronic commerce in a supply chain with independent dealers. The paper compares theoretical aspects with findings from the case and gives some indications of the potential of electronic commerce and logistics platforms.
机译：电子商务可能会提出新的要求，供应链必须对此做出反应，同时又可以促进有效的营销和物流。本文介绍了批发商进行电子商务的替代策略，以及物流如何支持营销渠道的发展并提高灵活性。与物流有关的相关问题是决定是否使用多种渠道，以及中介机构是否应完全绕开经销商，或者通过让他们管理营销关系并进行物流绕开来进行协作。基于经验发现，讨论了“物流平台”的概念。基于经验的基础是一个中介的案例研究，该中介在具有独立经销商的供应链中广泛使用企业对企业电子商务。本文将理论方面的结果与案例研究结果进行了比较，并给出了电子商务和物流平台潜力的一些迹象。

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