营销渠道治理机制影响渠道绩效的机理分析  

The Impact of Market Channel Governance Mechanisms on Channel Performance

作　　者：李平[1] 吴玲[1] 阳玉浪[2] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082 [2]湖南保险职业学院教务处,湖南长沙410114

出　　处：《湖南大学学报（社会科学版）》2009年第6期64-67,共4页Journal of Hunan University(Social Sciences)

基　　金：湖南省自科基金项目(04JJ6039);国家自然科学基金资助项目(70771083)

摘　　要：营销渠道治理机制作为影响渠道健康运行和渠道绩效的关键因素,引起了营销学界和实务界的广泛关注。在系统分析营销渠道治理机制的基础上,通过构建营销渠道治理机制与渠道绩效关系模型,分析了营销渠道治理机制影响渠道绩效的运作机理,最后提出了营销渠道治理未来的研究方向。The mechanisms of marketing channels＇ governance, which affect the healthy operation of channels and channel performance, have attracted many marketing scholars＇ concern in theory and practice. On the basis of analyzing the marketing channel governance mechanisms, this paper builds a relational model of the mechanisms of marketing channels＇ governance and channels performance and analyzes the mechanism analysis of marketing channel governance mechanisms＇ affection to channel performance. Finally, we make a summary of the conclusion and discusses the direction of future research.

关 键 词：营销渠道 治理机制 渠道绩效 机理分析 

分 类 号：F713.56[经济管理—市场营销]