营销渠道控制:理论、模型与研究命题

营销渠道控制是一个渠道成员对另一个渠道成员的行为与决策变量成功施加影响的过程。渠道控制的本质是对渠道成员(组织)的行为进行控制,同时它也是一种跨组织控制、相互控制(或交叉控制)和结果导向的行为过程。渠道控制根植于相互依赖的渠道关系中,因而它与渠道关系中的诸多变量存在着千丝万缕的联系。本文从西方渠道行为理论的视角出发,构建了一个渠道控制过程模型,并提出了若干研究命题。

Marketing Channel Control: Theory, Model and Research Propositions

Marketing channel control is a progress that one channel member successfully influences the behavior decision variables of another member on the different level in the channel.The essence of channel control is that it is a kind of control over behavior of other channel member;at the same time,it is a inter-organization control,inter-control between channel members,an outcome oriental behavior progress too.Marketing channel control is embedded in the interdependent channel relationships,so it has very complex relation to many other variables of channel relationships.On the basis of western channel behavioral theories,the author constructs a model of channel control progress,and presents some research propositions.