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营销渠道研究是营销研究的一个重要组成部分。随着市场中竞争性环境的变化以及营销理论的发展,营销渠道研究的关注点从强调效率和利益转向强调权力和冲突,进而转向联网以及关系和联盟。在研究渠道治理过程方面,以往的营销渠道研究大多采用以效率为基础的任务环境视角,而在很大程度上忽视了以合理性为基础的制度环境方法。本文提出,营销渠道从本质上说是一种制度安排和跨组织关系。因此,企业在治理营销渠道时,必须关注其决策和行为的接受度与认可度。本文先是回顾了营销渠道治理和跨组织关系方面的理论与研究,进而从中吸收有价值的观点,提出了理论框架和一些命题,并通过两则案例研究进行解释和检验。
Marketing channel research is an important part of marketing research. As the competitive environment in the market changes and marketing theory develops, the focus of marketing channel research shifts from emphasizing efficiency and benefits to emphasizing power and conflict, which in turn shifts to networking and relationships and alliances. In the study of channel governance process, most of the previous research on marketing channels adopted the task environment perspective based on efficiency, but ignored the institutional environment method based on rationality to a great extent. This paper argues that marketing channels are essentially institutional arrangements and cross-organizational relations. Therefore, enterprises in the management of marketing channels, we must pay attention to their decision-making and behavior of acceptance and recognition. This paper first reviews the theories and researches on the relationship between marketing channel governance and cross-organizational relations, and then absorbs valuable perspectives, puts forward the theoretical framework and some propositions, and explains and tests it through two case studies.