渠道依赖:关系要素及影响被引量：9

Channel dependence: Marketing Relationship Factors and its Influence

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摘要在不同性质的渠道形式(市场型渠道、公司渠道、准市场渠道)中,存在不同的权力———依赖结构:单边依赖的渠道结构,双边依赖的渠道结构,对称的渠道结构,不对称的渠道结构。关系要素是影响依赖结构的重要因素,研究关系营销中间变量模型中的主要关系要素与渠道依赖结构的关系,有助于探讨渠道依赖形成的原因。本文认为,一个具有竞争力的渠道结构是一个以信任与承诺为基础,具有长期性、互利性与对称性的半市场化渠道结构。 Among the different distribution channels (tradition channel, company integration channel, quasi channel), there are different powers-dependence structure: one-side dependence, two-side dependence and equivalent one. Factors of relationship are chief factor which influence dependence structure, it will be helpful to research the relationship between chief factor of marketing relation and dependence structure for understand the reasons behind the channel dependence,

作者张剑渝

机构地区西南财经大学工商管理学院

出处《财经科学》 CSSCI 北大核心 2005年第3期82-88,共7页 Finance & Economics

关键词关系要素关系营销营销渠道营销策略渠道关系 channel dependence, channel structure, relationship construct, marketing relationship.

分类号 F713.5 [经济管理—市场营销]

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参考文献8

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