摘要
营销渠道研究是营销学研究的中心之一。随着市场竞争态势的变化和营销学的发展 ,渠道理论研究的中心不断变化 ,从以效率和效益为中心 ,逐步转向以权利和冲突为中心 ,再转到以关系和网络为中心。从 2 0世纪 90年代后期开始 ,营销渠道的研究开始关注渠道关系的网络维度 ,企业如何通过自身在渠道网络中的位置来获得所需的网络资源 ,使企业获得持续竞争优势成为渠道研究的重点。网络治理为渠道管理研究提供了一种系统化的视角 ,但缺乏方法论的有力支持。该文通过回顾渠道理论研究的发展 ,并综合交易费用理论、资源依赖理论和关系交换理论中关于组织间治理的观点 ,对渠道结构、行为、关系以及网络化治理进行分析。最后 ,试图综合前述理论的观点和社会学中的新制度主义理论和社会交换理论 ,提出具有创新意义的“综合治理观”的建构途径。
With the change of the competitive situations in the markets and the development of the marketing theories, the focus of the marketing channels research changed from emphasizing on efficiency and benefits to power and conflicts, and then to relationship and alliance as well as networking. The structural governance, behavioral governance, relational governance and networking governance were analyzed by reviewing the development of marketing channel theories and combining insights on inter organizational governance from such theories as transaction cost theory, resource dependency theory, and relational exchange theory. a framework of comprehensive governance was put forth by integrating the insights from previously mentioned theories and the institutionalism theory and social exchange theory.
出处
《管理学报》
2005年第1期105-114,共10页
Chinese Journal of Management
关键词
渠道管理
治理结构
营销渠道
营销学
营销网络
交易费用理论
channel management
governance
structure
behavior
elationship
alliance
network
institutionalized
exchange
