企业社会资本对营销渠道策略的影响

社会资本对企业的经营能力和经济效益有直接的提升作用,本文利用社会资本理论与渠道理论,建立了企业社会资本对渠道策略的影响模式,从企业社会资本的结构维度、关系维度和认知维度,研究其对渠道设计、渠道冲突解决和渠道绩效管理的影响,在分析这些影响的基础上提出从网络结构、共同信仰等方面拓展渠道,优化分销网络;利用信任、规范机制、制度与信仰等解决渠道冲突;利用信任、合作、互惠规范、外部相关关联的网络,改善市场绩效的对策。

Impact of Social Capital on Marketing Channel Strategy

Social capital can improve corporation operation capability and economic profits directly.The paper built effect model about social capital on channel strategy based on social capital theory and channel theory,and through structure dimension,relations dimension and cognition dimension,it explained how social capital affect channel design,conflict resolution and performance management.Then on the basis of those effects,the paper put forward expanding channel and optimizing distribution network through network structure,common belief,and so on.Besides,trust,standard mechanism and belief can help to figure out channel conflict.Using trust,cooperation,mutual benefits,external network to improve performance can provide useful thinking to channel management.