基于关系生命周期的渠道关系保持策略研究-企业管理专业论文.docxVIP

基十关系生命周期的渠道关系保持策略研究Abstract 基十关系生命周期的渠道关系保持策略研究 Abstract In the whole marketing channel．there exists cotmtless ties among the members， but alSO exists cooperation，competition and contradiction．With the intense of the competition and the increasing costs of occupying consumers，enterprises begin to think much of establishing and maintaining the relationship with target consumer’S group．The relationship maintenance between suppliers and members in their marketing channels directly affects competitive advantage of enterprises．It is the foCHS in the field ofmarketing research． Most of manufactures and dealers recognize the importance of channel relationship．Relationship of channel member iS chan百ng slowly．At present，most researches into channel relationshiD foCHS on the management of member’S conflict． But the degree of concerning the maintenance of channel relationship is lower．The study of the life cycle of relationship is still de丘cient．Therefore．it has realism significance of seeking a new type of channel relationship and maintenance strategy． In the future research．the mechanism of the life cycle of relationship influence on the channel relationship will be concerned in the theory and practice field．So how to reconsider．deal with the relationship between the enterprise and charmel members． and pay attention to the relationship management of channel member iS a problem that enterprise should value． Through the different strategy and measures of managing the members with the double wins thought，the aim of the thesis is to maintain the relationship，promote cooperation and positive competition．The study firstly considers the dividing standard of the life cycle of relationship．it finds the limitation of bargaining amount measuring the life cycle of charmel relationship and proposes the exploration,buildup． maturity and decline period in the light of relationship commitment．Throl=lgh the interview and questiormaire for the electronic product dealers，it demonstrates relati