基于共生模式下的渠道合作与联盟  

On Channel Cooperation and Channel Alliance Upon the Symbiotical Mode

作　　者：吴冠之[1] 刘阳[1] 

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《北京工业大学学报（社会科学版）》2006年第2期16-20,共5页Journal of Beijing University of Technology (Social Sciences Edition)

基　　金：教育部人文社科基金资助项目(01JC630005)

摘　　要：针对共生渠道的形成方式对渠道模式进行了分类,在此基础上结合渠道设计和战略联盟的理论,提出了由共生渠道的战略目标、模式选择、合作伙伴、组织与制度以及运作管理构成的共生渠道管理框架。Different from the traditional vertical channel system, the symbiotic channel represents the channel alliance and cooperation among the horizontal corporations, resulting from its core value of the good cooperation relationship of the channel members. Further more, all corporations of different region, industry and ownership can establish symbiotic channel to share resources, integrating the advantages of the corporation and the competence of the partner through cooperation and alliance to achieve the interactive effect.This article is to analyze the symbiotic channel models based on the horizontal corporations, with little reference of the vertical channel system. The article classifies the channel models based on the form fashion of the symbiotic channels, combining the theory of the channel design and strategy alliance as well as the frame of symbiotic channel management.

关 键 词：水平渠道系统 共生渠道 合作关系 渠道联盟 

分 类 号：F713.56[经济管理—市场营销]