专项投资对渠道关系质量的效应机制研究综述  

Review on the Effect Mechanism of Special Investment on Channel Relationship Quality

作　　者：荆瑶 JING Yao(Department of Economics and Management,Yuncheng University,Yuncheng 044000,China)

机构地区：[1]运城学院经济管理系

出　　处：《运城学院学报》2019年第3期43-46,共4页Journal of Yuncheng University

基　　金：山西省“1331工程”重点创新团队建设计划(晋教科[2017]12号);2017年度山西省哲学社会科学规划课题“金融集聚演化与企业行为的空间差异研究”资助

摘　　要：营销渠道关系质量的好坏直接影响着一个企业的生死存亡,因而保持营销渠道的健康有效,是每个企业必须考虑的问题。交易专项投资作为一种新兴维系渠道关系的手段,对渠道关系质量的效应机制值得深入探讨。基于此,本文在介绍交易专项投资概念的基础上,探讨专项投资对渠道关系质量的正面效应和负面效应。在负面效应中,着重强调它与企业的机会主义行为之间的关系,进而介绍抑制专项投资负面效应的各种调节机制,最后指出该领域未来可能的研究方向。The quality of marketing channel relationship has a direct impact on the survival of an enterprise,so to maintain the healthy and effective marketing channel is an issue that every enterprise must consider.As an emerging means to maintain channel relationship,it is worth to in-depth discuss the effect mechanism between transaction special investment and channel relationship quality.Therefore,the concept of transaction special investment was introduced firstly in the paper.Based on the concept,the positive and negative effects of special investment on channel relationship quality were reviewed,in the negative effect,the relationship between special investment and enterprise s opportunism behaviors was emphasized,then the various regulating mechanism of inhibiting the negative effect were recommended.Finally,the research direction of this field was put forward.

关 键 词：专项投资 渠道关系 机会主义行为 

分 类 号：C939[经济管理—管理学]