动态环境下持续营销渠道实现的系统动力分析

The Analysis of the Sustainable Marketing Channel Model with the System Dynamics in Dynamical Environment

营销渠道管理及企业营销渠道的有效运行是决定企业发展成败的关键因素。在分析目前渠道理论研究的局限性的基础上,结合实际管理中存在的问题,将持续性理论应用到渠道管理中,提出了持续营销渠道的概念,并利用系统动力学原理建立了动态环境持续营销渠道模型。通过分析得出,动态环境下持续营销渠道的实现途径是企业根据动态环境持续营销渠道模型,面对渠道内外部环境变化,对渠道的体系结构模块作适时的变革调整,以保持持久渠道价值,实现持续营销渠道的发展。

Marketing channel management and the effective operation of enterprise marketing channel are the key factors of enterprise development. On the basis of analyzing the limitations of channel theory and combining with the problem of the actual management, the thesis applies the＂Sustainable Theory＂ to the channel management, proposes the concept of＂Sustainable Marketing Channel＂, and constructs the＂Sustainable Marketing Channel Model＂ （SMC） in dynamical en- vironment according to the system dynamics. And the conclusion is as follow： the approach to the achievement of sustainable marketing channel in dynamical environment is that the manufacturers make revolution on channel system faced the change of channel environment so as to maintain the value of channel and achieve the sustainable development of channel.