工商企业间渠道忠诚培育策略研究

The Strategies to Cultivate Channel Loyalty between Industrial and Commercial Enterprises

营销渠道成员间的满意、信任和相互依赖通过直接或间接的方式影响着工商企业间的渠道忠诚。要培育工商企业间的渠道忠诚,应增加渠道成员满意感,培育渠道感性信任和理性信任,增加转换成本、加强双方的依赖关系,从而建立持续的合作关系。

The satisfaction, trust and interdependence among the members of marketing channels directly or indirectly affect the marketing channels loyalty between industrial and commercial enterprises. To cultivate channels loyalty, channel members should be increased satisfaction, foster emotive and rational trust, increase the switching costs and strengthen the interdependence to establishing a long-term mutually beneficial partnership.