摘要
分析了传统型、一体化和关系型三类渠道关系的演变历程,探讨了渠道关系形成的理论基础,并对三类渠道关系中的具体渠道关系形式进行了分析。依据渠道关系、治理行为和权利三个维度,提出了四种渠道关系治理机制,并探讨了各种渠道关系模式下适合选择的渠道治理机制。
The paper analyzes the evolving process of the three kinds of channel relationship including traditional channel relationship, integrated channel relationship and relational channel relationship. Then it explores the theoretical basis of the formation of channel relationship, and analyzes the material channel relationship model in three kinds of channel relationship. Finally, it proposes four kinds of governance mechanism in channel relationship from three dimensions including channel relationship, governance conduction and power, and it explores the suitable channel governance mechanism under different channel relationships as well.
出处
《软科学》
CSSCI
2007年第3期55-58,共4页
Soft Science
基金
国家自然科学基金资助项目(70602023)
关键词
营销
渠道关系
治理机制
marketing
channel relationship
governance mechanism
