基于营销渠道关系理论的渠道合作探略——以景德镇高技术陶瓷企业为例  

Channel Cooperation Based on Relational Marketing Channels: A Case Study on Jingdezhen High-tech Ceramic Enterprises

作　　者：吴庆文 张梅 张弛衡 张纯 WU Qingwen;ZHANG Mei;ZHANG Chiheng;ZHANG Chun(Jingdezhen Ceramic Institute,Jingdezhen 333403,Jiangxi,China)

机构地区：[1]景德镇陶瓷大学,江西景德镇333403

出　　处：《陶瓷学报》2018年第5期616-620,共5页Journal of Ceramics

基　　金：江西省社会科学"十三五"(2017)规划项目(17WT23);景德镇陶瓷大学社会科学研究项目(2014)

摘　　要：近年来,企业合作现象越来越普遍,合作机制逐步健全。同时,也存在不少问题,其中渠道合作中出现的问题日趋显现。探寻避免和解决这一问题的有效办法,无疑有利于提高企业合作效益,进而推动产业集群发展。本文以景德镇高技术陶瓷企业为例,在梳理渠道合作相关理论的基础上,客观介绍了国内外高技术陶瓷产业状况。针对景德镇高技术陶瓷企业渠道合作现状进行深入调查和分析,基于营销渠道关系理论,从中归纳出存在的主要问题,并提出了相应对策。In recent years, with the expanded cooperation between enterprises, the mechanism for enterprise cooperation has gradually been improved though still not without problems. Among them, those with marketing channel collaboration have become apparent. Therefore, measures seeking to prevent and resolve these problems will undoubtedly raise the efciency of the enterprise cooperation and promote the development of industrial clusters. This paper takes Jingdezhen high-tech ceramic enterprises as examples to explore the prospects for the channel cooperation in the industry at home and abroad on the basis of the theories of relational marketing channels. Through an in-depth investigation into the current situation of the channel cooperation among Jingdezhen high-tech ceramic enterprises, the existing problems are revealed and the countermeasures to resolve them are proposed.

关 键 词：营销渠道关系理论 渠道合作 高技术陶瓷 

分 类 号：TQ174.75[化学工程—陶瓷工业]