基于组织行为与心理的渠道成员背逆研究

On Marketing Channel Members Based on the Organization of Psychological Research

营销渠道中渠道结构的复杂性、渠道成员经营目标的不一致性、渠道成员易受渠道外部环境和内部环境的影响,令渠道背逆普遍存在。分析营销渠道成员背逆的组织行为因素,提出渠道成员背逆因素的关系模型和组织心理过程模型,解析渠道成员背逆的心理活动过程,以期达到组织预期目标,减少渠道背逆行为发生的目的。

The complexity of marketing channel structure in the Marketing channel,the inconsistency of business objectives of channel members,the vulnerability of channel members in channel internal and external environment,the influence of environment on channel make channel obedience a common phenomenon.As members of the marketing channel for the root cause is a retrograde back by the channel on psychological activity,an in-depth analysis of the motivation factors and psychological factors of the marketing channel members is made in this paper and a relationship model of channel member obedience factors and a model of organization psychological process are constructed to account for the psychological process of channel members′obedience so as to avoid or reduce it.