渠道关系质量对渠道关系.doc

本科毕业论文 题目： 渠道关系质量对渠道关系价值的影响研究 学 院: 管理学院 专 业: 市场营销 学 号: 200705169047 学生姓名: 杨亮 指导教师: 孙伟 日 期: 二〇一一年六月  摘 要 渠道关系是关系营销研究的一个重要概念和热点问题。关系是有价值的资产。关系营销的核心是公司通过与其微观环境里的供应商、市场中间环节、分销商等渠道关系的参与人员的关系和对关系的维持给各方带来稳定的利益和价值。关系有亲疏远近，不同的关系产生不同的关系价值，而且关系质量的好坏影响着关系价值的实现。对于这个问题，理论界很少研究，但又是实务界非常关注。 随着渠道活动参与人员关系的加深、合作程度的提升，对渠道关系和价值的要求很可能变得越来越全面、抽象。在关系动态发展的框架内研究关系质量如何关系价值影响，不仅有利于扩展静态模型的理论内容，也有助于指导企业针对性投入资源和努力，而更有效地提升关系质量水平，创造和分享关系价值。 本文将对国内外学者关于渠道关系的概念及构成维度的研究成果进行梳理和评述，并且就渠道关系质量和渠道关系价值进行更深入一步的研究，阐述这两者的相关维度构成，并就渠道关系质量对渠道关系价值的影响进行深入的探究和分析，以加强人们对关系价值的深入理解，推动关系营销的进一步研究。 关键词： 关系营销； 渠道成员； 渠道关系质量； 渠道关系价值  Abstract Channel Relationship is an important concept and hot topic in Relationship Marketing research。Relationship is a valuable asset. Relationship marketing is the core of the company through its micro-environment of suppliers, market intermediaries, distributors and other channels, the relationship between the participants and the maintenance of the relationship between the parties to bring stability to the interests and values. To rank the relationship between the different relations ，it may in different values. But also their quality affects realization of the relationship value, For this problem, few studies theorists, but is very concerned about the practitioners. Channel activity with the deepening of relations between participants, to enhance the level of cooperation, the value of channel relationships and the requirements are likely to become more comprehensive and abstract. In the dynamic development of relations within the framework of how the relationship between relationship quality influences from the static model will not only help extend theoretical content, but also help guide the enterprises to invest resources and efforts targeted, and to enhancing the relationship between the levels of quality, creating and sharing between values. This paper will b sort out and comment the relationship between domestic and foreign scholars on the channel dimensions o