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营销渠道合作理论及其应用 被引量：9

The Marketing Channel Co-operation Theory and Application in China
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摘要 对营销渠道合作的经典理论进行了回顾与分析,对其最新发展战略联盟进行了评述,并利用这些理论对我国目前的营销渠道合作提出两点建议:渠道强势企业不要滥用自己的优势地位,渠道企业应树立共赢理念,力争使合作达到建立渠道联盟的新高度。 This paper has reviewed the marketing channel co - operation theory , and studied its latest development of theory - alliance. By applying it into the Chinese marketing channel, the paper offers the suggestions that enterprises should not misuse adventages but consolidate the channel alliance for the commom intersests.
作者 牛保全
机构地区 河南财经学院工商管理学院
出处 《商业研究》 CSSCI 北大核心 2008年第1期115-118,共4页 Commercial Research
关键词 营销渠道 合作理论 借鉴 marketing channel co - operation theory application
分类号 F713.50 [经济管理—市场营销]
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参考文献17

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  • 7Gregory T. Gundlach & Ernest R. Cadotte,“ Exchange Interdependence and Interfirm Interaction:Research in a Simulated Channel Setting”, Journal of Marketing Research; Nov. 1994, PP. 516-532.
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  • 9Inge Geyskens,etc. ,“ A meta - analysis of satisfaction in marketing channel relationships,Journal of Marketing Research. Chicago. May 1999. Vol. 36,Iss. 2 ;p. 223.
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二级参考文献10

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共引文献113

同被引文献50

引证文献9

二级引证文献15

商业研究
2008年 第1期

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