营销渠道成员行为关系模型  

Members′ Behavior Relationship Model of Marketing Channel

作　　者：邹开军[1] 李习平[1] 

机构地区：[1]湖北中医学院管理系,湖北武汉430061

出　　处：《武汉理工大学学报（信息与管理工程版）》2006年第5期110-112,116,共4页Journal of Wuhan University of Technology：Information & Management Engineering

基　　金：湖北省教育厅人文社会科学研究重点资助项目(2005Z127)

摘　　要：从渠道成员行为分析入手,找出渠道成员行为之间的关系,进而构建渠道成员行为关系模型。从2个方面对模型进行分析:一方面是从权力的角度说明渠道成员有加强合作的趋势;另一方面从利益的角度说明渠道成员有加强合作的趋势。这为企业处理营销渠道问题具有一定的指导意义。Starting with analysis of channel members＇ behavior, the relationship between channel members＇ behavior is found out. Channel members＇ behavior relation model is constructed. The two aspects that model carries out are analyzed ： on the one hand, channel member has the tendency of reinforced cooperation in terms of power ; on the other hand, member has the tendency of reinforcing cooperation in terms of interest. This model offers certain directive significance for dealing with the channel problem of marketing channel in enterprises.

关 键 词：竞争 冲突 合作 利益 权力 

分 类 号：F713.3[经济管理—产业经济]