中西渠道联盟形成动机比较研究  

A Comparative Study of Alliance Formation Drivers for Sino-Western Channel

作　　者：李平[1] 周玉瑶[1] 刘翠华[1] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《华东经济管理》2010年第9期118-121,共4页East China Economic Management

基　　金：国家自然科学基金资助项目(70771083);教育部人文社科基金资助项目(08JA630060)

摘　　要：与西方企业缔结渠道联盟是中国企业市场营销的重要战略。由于联盟形成动机差异导致渠道联盟失败率居高不下,因此了解中西渠道联盟动机的差异非常关键。文章基于政治经济学框架提出了渠道联盟形成的动机分析框架,并就中西分销渠道不同背景下各类联盟成员加入联盟的动机进行了系统分析与比较研究。以期通过明确中西渠道联盟动机的差异性,为中国企业的渠道联盟实践提供理论指导。Alliances with western companies have become an important marketing strategy for many Chinese firms.However,divergences in alliance motives can lead to extremely high defeat-rate.Therefore it is imperative to understand the motives of Sino-Western parterres.Through constructing an analysis framework of the alliance motives,based on Political Economy Paradigm（PEP）,the paper analyses and compares the key drivers of Sino-Western alliance formation from both Chinese and western alliance partners in Sino-Western distribution channel context.In analyzing the differences among Chinese and Western alliance motives,this paper shows future practical implications in marketing channel for Chinese firms.

关 键 词：中西 分销 渠道联盟 联盟动机 

分 类 号：F274[经济管理—企业管理]