中文摘要：

现代营销渠道顺应商品发展的需要而产生,与传统营销渠道相比,它是一种专业化管理和集中计划的组织网,能够提高渠道整体运行效率和经营效益。连锁经营和电子商务是现代营销最主要的营销渠道,它们各自具有独特优势,不仅能节省产品销售的运行时间及费用,同时更有利于开拓市场,从而降低企业的经营风险。但现代营销渠道并非万能,运行中也会出现一系列问题,对此应用创新思维加以解决。

英文摘要：

Modern marketing channels are emerged to meet the needs of the commercial development. Compared with traditional marketing channels, it is a kind of organization network with professional management and centralized planning, which can improve the channel＇s operating efficiency and business benefits. Chain operation and electronic commerce, the two main forms of the modern marketing channels, have their own special advantages which not only save the time and the cost in operation, but also expand market share. Therefore, the risk of running can be reduced. However, the modern marketing channels are not absolutely omnipotent, and there exists a series of problems during the operation, which can be solved by innovation.