摘要
20世纪初以来营销渠道研究重心经历了从渠道结构向渠道行为、渠道关系的转变。本文提出了一个包括消费者在内、以社会资本为核心的关系型营销渠道结构模型。在此模型中,渠道成员之间的相互依赖关系形成闭合网络结构,嵌入在网络中的各种资源是渠道成员共有的社会资本。营销渠道与社会资本建设应结合起来,在渠道建设中创造社会资本,又以社会资本来凝聚渠道成员,从而形成稳定高效的营销渠道。
There is a great change from channel structure to channel behavior and relationship on the study focus of Marketing channel since early twenty century,and now relationship marketing become a hot topic.In this article a relationship marketing channel model based on social capital is put forward and in which channel members depend on one another and compose a closed network.Social capitals embedded in such network are common goods for every channel members,and it is a favorable factor for makers to build an effective marketing channel.So the marketing channel constructing accord with the goal of social capital accumulating.
出处
《首都师范大学学报（社会科学版）》
CSSCI
北大核心
2010年第3期61-66,共6页
Journal of Capital Normal University：Social Science Edition
关键词
关系型营销渠道
社会资本
Relationship marketing channel
Social capital
