在信息技术和网络技术高速发展的环境下,营销渠道为各大企业提供了准确而快速的发展信息,对传统的营销方式产生巨大的冲击,合理划分了营销渠道中各成员的权利与义务。制造商和营销商作为传统营销渠道的两端,其控制力日益增强,而中间商的角色正逐步被电子网络所弱化,甚至取而代之。电子网络环境下的营销渠道愈加复杂,出现了一些新的管理问题。本文分析了当前电子网络环境下的营销渠道管理现状,并在此基础上提出优化管理路径,以充分发挥网络营销管理的真正优势。 Under the environment of rapid development of information technology and network technology, marketing channels provide accurate and rapid development information for all major enterprises, exert a tremendous impact on the traditional marketing methods and reasonably divide the rights and obligations of all members in the marketing channels. As manufacturers and marketers at both ends of traditional marketing channels have more control over them, the roles of middlemen are gradually being weakened by electronic networks or even replaced by them. The marketing channels in the electronic network environment are more complicated, and some new management problems have emerged. This article analyzes the status quo of marketing channel management in the current electronic network environment and puts forward the optimal management path based on this to give full play to the real advantages of network marketing management.