伙伴型营销渠道关系研究

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1、湘潭大学硕士学位论文伙伴型营销渠道关系研究姓名：粟练勇申请学位级别：硕士专业：产业经济学指导教师：任天飞20060501ABSTRACTIntheintensemarketcompetition,moreandmoreenterprisesconcentrateonthemarketingchannelstrategy,andtakeitasthekeyaspectofthegainlastingcompetitiveadvantage.OnetheViewpointofthelong-termcompetitiveadvantagedevelopment,thes

2、trategyofconcentratinginbuildingpowerfulrelationalmarketingistobeableextremelyeffective・Themainreasonisthatit'sdifficultforthecompetitorstoimitatesuchrelationship.Inthemarketingchannelstrategy,themarketingchannelrelationshipisacorequestion.Whichtypeofthemarketingchannelrelationshipdowe

3、shouldtoestablish?Howtoestablishandmanagethemarketingchannelrelationship?Thesearebecometheimportantobjectofstudyandresearch.Manyforeignanddomesticscholarshaveconductedthethoroughresearchtothisaspect,butthemajorityresearchisbasedontheangleofbehaviorstudy.Theauthorthoughtithasthenecessit

4、ytocarryonthethoroughanalysisandtheresearchfromtheeconomicangletothemarketingchannelrelationship.Discussingthatwhichtypeofthemarketingchannelrelationshipdoweshouldtoestablish,howtoestablishandmanagethemarketingchannelrelationship.Thusenablesthemarketingchanneltoachievelong-termishighly

5、effective,canbringthecompetitiveandcontinuesadvantageforthechannelmemberenterprise.Thisarticleiswrittenonthebaseofmarketingchanneltheoryandthemarketingchannelrelationshiptheory,hasprofitedfromthedomesticandforeignfundamentalresearchachievement,comparedwiththegoodandbadpointswhicheachty

6、peofdifferentextantmarketingchannelrelationship・Inthisfoundation,wehaveanalyzedthedevelopmentoftheoverseasmarketingchannelrelationship,understoodtothechannellevelsshortentendency.Consideringthedomesticmarketingchannelrelationshippresentsituation,weraisetheestablishmentpartnermarketingc

7、hannelrelationshipconception.Inoldertoexplainthepartnermarketingchannelrelationshipstrategycouldgivethecompetitiveadvantagetothechannelmemberenterprise,theauthorusingeconomictheorysuchasthegametheory,transactioncosttheory,pricetheorytoanalysisanddiscussthecooperationpartnermodelbetwe