渠道影响策略与渠道满意度关系实证研究  

Empirical Study of Relations Between Channel Influence-Strategy and Channel Satisfaction

作　　者：张艳[1] 熊洁[2] 

机构地区：[1]广东外语外贸大学南国商学院,广州510545 [2]广东外语外贸大学工商管理学院,广州510006

出　　处：《嘉应学院学报》2011年第3期45-50,共6页Journal of Jiaying University

摘　　要：渠道权力如何影响生产商与渠道成员之间的关系,它已成为营销学术界研究的焦点。本文关注国内营销渠道中制造商权力运用问题,研究制造商如何运用权力策略以协调好与经销商之间的关系,进而提高渠道满意度。研究表明,制造商使用非强制策略,渠道成员的经济满意度和社会满意度都会提高;威胁策略则与渠道满意度负相关。How does the channel power affect the relations between the producer and the channel member？This question has become the focal point of marketing academic studies.This article pays attention to the manufacturer power-using question in domestic marketing channel,discussing how do manufactures use power to coordinate the relations with dealers.Then it enhances the channel satisfaction degree.The research indicated that the non-compulsion strategies of manufacturers can enhance channel members＇ economical and social satisfaction.Threat strategy is in inverse correlation with channel satisfaction.

关 键 词：渠道权力 权力策略 渠道满意 

分 类 号：F713.50[经济管理—市场营销]