营销渠道一体化程度的选择——从渠道评价标准和交易成本角度分析

The choice of marketing channel integration --from evaluation criteria of channels and transaction cost

本文从生产制造企业的视角，对如何合理安排营销渠道结构进行研究。我们首先运用营销渠道评价标准评价不同一体化程度下渠道功能的表现，以此来说明一体化营销渠道的优劣势。然后，通过援引交易成本分析理论，更加精细的给出营销渠道不同程度一体化的选择条件。最后，给出交易成本分析与渠道评价标准的关系。

On the perspective of manufacturing corporations, this paper makes research on rationalizing the structure of marketing charmels. Firstly, we use evaluation criteria of channels to value the channel functions within different integration levels . In this way, ,we try to illustrate advantages and disadvantages of integration marketing channels. Then, citing transaction cost analysis theory, we give precisely the real conditions of integration of different marketing channels. Finally, we advance the relationship between transaction cost analysis and evaluation criteria of channels.