营销渠道扁平化发展动因及其理论阐释  

The Cause of Downsizing of Marketing Channel and Its Theoret ical Explanation

作　　者：戚译[1] 王颢越[1] 

机构地区：[1]浙江大学,浙江杭州310027

出　　处：《商业经济与管理》2005年第2期53-57,共5页Journal of Business Economics

基　　金：浙江省哲学社会科学规划课题<营销渠道模式选择的经济学研究>(S2 0 30 1)研究成果之一

摘　　要：在经济、社会、文化、技术已发生重大变化的今天 ,企业的营销渠道也呈现了新的变化趋势———扁平化。然而 ,当前学术界鲜有关于渠道扁平化深层原因的论述。本文从新古典经济学成本效益、制度经济学交易费用、文化及消费行为、信息技术等多个视角对渠道扁平化的深层次动因进行了揭示 ,给出了渠道扁平化内在合理性和实际可行性的解释 ,从而使得对渠道扁平化的认识从感性水平上升至理性水平。With the great changes in social economy, cultur e and technology, th ere has been a new trend in the development of marketing channel——downsizing. While few attention has been focused on the essential cause of downsizing in marketing channel, this paper tries to offer some explanations based on class ic economics, institutional economics, behavior of costumers and information tec h nology. Through the explanation a of its the rationality and feasibility in this paper, we could deepen our understanding of the downsizing of marketing channel.

关 键 词：营销渠道 扁平化 动因 理论阐释 

分 类 号：F713.50[经济管理—市场营销]