浅析营销渠道行为理论

Analyses the Behavioral Theory of Marketing Channel

营销渠道指的是产品在由生产者向消费者转移的过程中,发挥其自身必要功能的活动。渠道行为是渠道研究的领域之一,研究的内容包括渠道成员如何认识、建立和处理渠道关系、权力冲突问题,如何通过合作获取竞争优势。其他两大领域分别为渠道结构和渠道关系。系统地回顾营销渠道行为在其相关领域的理论,包括在渠道权力、渠道冲突和渠道合作方面的理论发展。

Marketing channel refers to the products in the process of shifting from producers to consumers, its necessary functions. Channel behavior is one of the channels research field, research content including channel members how to understand, and deal with the channel relationship, power, conflict, and how to get competitive advantage through cooperation. The other two areas are channel structure and channel relationship respectively. Systematically review marketing channel behavior in the related field theory, including the channel power and channel conflict and channel cooperation theory development.