摘要
通过理论分析和跨案例研究,建立和论证了一个产业集群跨国营销渠道控制机制理论分析框架。产业集群跨国营销渠道控制是一种跨组织控制,其控制机制主要有:权威机制、合同机制和规范机制。浙江产业集群跨国营销渠道控制机制中,除了传统的"合同机制"外,产业集群中部分龙头企业或专业市场已尝试采用"权威机制"治理跨国营销渠道。
Based on theory review and and discusses a frame of theory review trans-case study , this paper develops of control mechanisms of international marketing channel of industrial clusters. Channel control of industrial clusters is a cross-organizational control, its control mechanisms include： authority, contract and norms mechanisms. In the control mechanisms of international marketing channel of Zhejiang industrial clusters , in addition to traditional ＂contract mecha- nism＂, some leading enterprises and professional markets in industrial clusters have tried ＂authority mechanism＂ to govern international marketing channel.
基金
浙江省科技厅项目"提高浙江省中小民营企业国际化能力途径及政策研究"(批准号:2007C25024)
关键词
产业集群
跨国营销
渠道控制
控制机制
Industrial clusters
international marketing
channel control
control mechanisms
