基于交易费用视角下的渠道关系的分析

An Analysis of Channel Relationship in the Perspective of Transaction Cost

＂得渠道者得天下＂、＂渠道为王＂。随着对分销网络的重视,各企业都在努力建立自己的渠道,寻找稳定的渠道关系。但是对于不同类型与规模的企业,如何在效益最大化的情况下选择最合适的渠道关系呢？文章运用交易费用理论作了较透彻的分析,对产品销售具有一定的参考作用。

The one who occupies channels conquers the world.With more and more importance attached to distribution networks,all the enterprises are trying to construct their own channels and looking for stable channel relationships.But how to choose the most appropriate channel relationship to realized the maximum benefit for different types and scales of enterprises？ The paper tries to analyze it by using the transaction cost theory.