分销通路的形成机制研究  

A Study on the Formative Mechanism of the Distribution Channel

作　　者：李飞[1] 

机构地区：[1]清华大学经济管理学院,北京100084

出　　处：《清华大学学报（哲学社会科学版）》2003年第3期40-46,共7页Journal of Tsinghua University(Philosophy and Social Sciences)

摘　　要：分销通路的形态如何并不能随心所欲,其间有一只看不见的手在操纵,即基本要素的组合机制。文章将分销通路机制划分为四种:分销通路规模形成机制、分销通路组织形成机制、分销通路管理形成机制和分销通路控制机制。在分销通路规模形成机制的分析中,抽象掉了所有权因素,其规模的形成主要取决于产品因素和消费因素的作用结果。在分销通路组织形成机制的分析中,引入了所有权因素,发现其组织形成的方式主要取决于企业交易成本。在分销通路管理形成机制的分析中,发现管理模式的形成,是通路成员为了分割通路利益而进行博弈的结果,购销差价成为通路管理的核心。在分销通路控制形成机制的分析中,得出的结论是,社会交易成本的节约追求不仅要求政府的宏观调控,而且在一般情况下会导致选择市场化的宏观调控的模式。The channel form is manipulated by an invisible hand—the combination mechanism of the basic elements. This article divides the formation mechanism into four kinds to elaborate on, that is, scale formation mechanism, organization formation mechanism, management formation mechanism and channel control mechanism. The factor of property has been taken out, at first, from the scale formation mechanism analysis and so the formation of scale will be found to depend principally on the interactive results of product factors with consumptive factors. While the factor of property has been introduced into the analysis of organization mechanism, we discover that the organizational form mainly rests with the trading costs of the enterprise. In the analysis of management formation mechanism, we find that the formation of management mode results from the gaming between channel members competing for channel interests, and the price difference in selling and buying has become the core of channel management. A conclusion has been drawn from the analysis of channel control mechanism that the pursuit for cost saving in social trading not only calls for the macro adjustment of the government, but also generally brings about the market oriented model. After researching into the components and the formative mechanism of the distribution channel, we could discuss in detail the model of the channel scale, organization, management and macro adjustment.

关 键 词：营销 分销 通路 渠道 

分 类 号：F724[经济管理—产业经济]