制造商分销商渠道战略联盟关系研究NGw_XfhQ.doc

华中科技大学 硕士学位论文 制造商-分销商渠道战略联盟关系研究 姓名：韩高军 申请学位级别：硕士 专业：工商管理 导教师：云虹Abstract With the integration of world economies, more and more enterprises have realized the importance of entering good inter-firm partnership to avail themselves of competitive advantages in the marketplace. In the marketing channel, there are companies having their own cultures and pursuing their own interests. Therefore, the question of how certain strategies should be applied in order to optimize its constructs and upgrade its functions has attracted the attention of both researchers and practitioners in the field What characterizes the present marketing channels is that distributors are playing a increasingly important role in the marketplace. Specialized chain distributors continue to grow in size in most industries, which leads manufacturers to more dependency on them. Despite this environment, manufacturers still require commitment from their distributors in order to carry out coordinated marketing programs to increase the sales. Based on the theory of relationship marketing, this thesis claims that strategic alliance between manufacturers and distributors should be established. This study has surveyed the characteristics, essentials and advantages of the alliance proposed. It is pointed out that the building of this alliance will help to lower the cost and risk of marketing channel, improve its flow of logistics，funds and infonnation, as well as reduce channel conflicts. The study views the building of commitment as the core of manufacturer-distributor strategic alliance. On the basis of studies home and abroad, a commitment model is presented in this study, in which determinants including power, trust, communication, continuity, dependence，idiosyncratic investments and product salability are examined. The managerial implications of the model are analyzed briefly. At last, the case of the Legend Group Limited is studied as a example of constructing and managing the strategic alliance