交易成本济学于渠道结构例分析——宝洁公司(第组08营).pdfVIP

交易成本经济学关于 渠道结构的案例分析 ——宝洁公司 专 业：08 级市场营销 小 组：第一小组 完成时间：2011-3-25 宝洁公司案例 2011/3/25 目录： 交易成本经济学关于渠道结构的案例分析··································································3 一． 交易成本原理分析···································································································3 1. 交易成本经济学·······································································································3 2. 交易···························································································································4 3. 交易成本···················································································································4 4. 交易费用···················································································································5 5. 市场与企业，中间的渠道·······················································································5 二． 宝洁概况···················································································································6 1. 品牌概述···················································································································6 2. 宝洁中国···················································································································6 3. 发展历程···················································································································6 三． 1999 年宝洁变革始末······························································································7 1． 内部因素················································································