伙伴型营销渠道系研究.pdf

摘 要 在激烈的市场竞争中，越来越多的企业专注于营销渠道策略的决策，将其作 为获取持久竞争优势的关键因素。从具有长期竞争优势开发的立场来看，专注于 营造强有力的关系的营销渠道策略会非常富有成效，其主要原因是这样的关系是 竞争者难以模仿的。在营销渠道策略中，营销渠道关系是一个核心问题。建立什 么样的营销渠道关系?以及如何建立和管理这种营销渠道关系?成为业界认识和研 究的重点。国内外许多学者对这方面进行了深入的研究，但大多数的研究都是基 于行为学的角度。笔者认为有必要从经济学的角度对营销渠道关系进行深入的分 析和研究，探讨建立何种营销渠道关系以及如何建立和管理这种关系，从而使营 销渠道达到长期高效，能为渠道成员企业带来持续的竞争优势。 本文从营销渠道理论、渠道关系理论回顾入手，借鉴了国内外理论研究成果， 比较了各种不同类型的现存的营销渠道关系的优势和缺陷；在此基础上，分析了 国外营销渠道关系的发展历程，探悉到了渠道扁平化趋势，结合我国渠道关系现 状，提出了建立伙伴型营销渠道关系的构想。为了说明伙伴型营销渠道关系战略 能给渠道成员企业带来的竞争优势，笔者运用博弈论、交易成本理论、价格理论 等经济学理论对零售商与制造商合作的伙伴模型进行了分析和探讨，并由此得出 结论——建立伙伴型的营销渠道关系无论对制造商还是零售商都是最佳战略选 择。最后，本文对构建伙伴型的营销渠道关系的思想基础、价值、条件、步骤等 方面进行了探讨，并对如何维持和发展这种关系提出了几点思考和建议。 关键词：营销渠道；营销渠道关系；竞争优势；伙伴；制造商；零售商 I ABSTRACT In the intense market competition, more and more enterprises concentrate on the marketing channel strategy, and take it as the key aspect of the gain lasting competitive advantage. One the Viewpoint of the long-term competitive advantage development, the strategy of concentrating in building powerful relational marketing is to be able extremely effective. The main reason is that it’s difficult for the competitors to imitate such relationship. In the marketing channel strategy, the marketing channel relationship is a core question. Which type of the marketing channel relationship do we should to establish? How to establish and manage the marketing channel relationship? These are become the important object of study and research. Many foreign and domestic scholars have conducted the thorough research to this aspect, but the majority research is based on the angle of behavior study. The author thought it has the necessity to carry on the thorough analysis and the research from the economic angle to the marketing channel relationship. Discussing that which type of the marketing channel relationship do we should to