| 营销渠道绩效研究述评 |
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| 引用本文： | 吴勇,李艳军.营销渠道绩效研究述评[J].经济与管理,2007,21(9):74-77. |
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| 作者姓名： | 吴勇 李艳军 |
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| 作者单位： | 华中农业大学,经济管理学院,湖北,武汉,430070 |
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| 摘 要： | 营销渠道的绩效对生产商和经销商都非常重要。它能揭示渠道中的以往管理失误和为资源在渠道体系中的有效配置提供指导。同时,绩效的测量直接影响着渠道成员间的关系,进而影响着渠道整体功能的发挥。
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| 关 键 词： | 营销渠道 绩效 影响因素 测量 |
| 文章编号： | 1003-3890（2007）09-0074-04 |
| 修稿时间： | 2007-06-12 |
A Research Review on Marketing Channel Performance |
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| WU Yong,LI Yan-jun.A Research Review on Marketing Channel Performance[J].Economy and Management,2007,21(9):74-77. |
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| Authors: | WU Yong LI Yan-jun |
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| Institution: | College of Economics Management, Huazhong Agricultural University, Wuhan 430070, China |
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| Abstract: | Marketing channel performance is both important for producers and dealers. It can find out the past management mistakes and instruct the collocation of resources in the channel system. Meanwhile, performance measurements have an impact on the relationships among channel members directly, and then influence the function of the whole channel system. |
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| Keywords: | marketing channel performance influence factors measurement |
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