营销渠道控制:理论与模型被引量：63

Theories and a model of marketing channel control

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摘要通过理论回顾和逻辑思考,讨论了营销渠道控制的内涵、特点和目的,建立了一个营销渠道控制的分析框架。有以下几个主要论点1营销渠道控制是一种交织着组织内控制的跨组织控制;2营销渠道控制的主要目的,是抑制在渠道交易中普遍存在着的投机行为;3治理结构、控制机制与控制程度是营销渠道控制的主要变量,企业的交易专有资产、不确定性、企业对于营销渠道控制的欲望和能力、渠道伙伴因素等是营销渠道控制的前因,渠道关系与互动。 Based on literature review and elaboration, this paper discusses the meanings, characteristics and purposes of marketing channel control, and develops a conceptual model. The major points of the paper are that, firstly, channel control is cross organizational control combined with internal control of firms. Secondly, the main purpose of channel control is to constrain opportunisms involved in marketing channels. Thirdly, governance structure, control mechanism, and control level are major variables of channel control; transaction specific assets, uncertainty, desire and capability of control, and factors related to partners are antecedences of channel control; relationships and interactions between channel members, channel satisfaction, and channel efficiency are the consequences of channel control.

作者庄贵军

机构地区西安交通大学管理学院

出处《管理学报》 2004年第1期82-88,共7页 Chinese Journal of Management

基金国家自然科学优秀创新群体资助项目(70121001) 国家自然科学基金资助项目(70372051)

关键词营销渠道控制渠道治理结构控制机制 marketing channel control channel governance structure control mechanism

分类号 F274 [经济管理—企业管理]

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