| 渠道代理人及其对渠道关系的影响 |
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| 引用本文： | 汪涛. 渠道代理人及其对渠道关系的影响[J]. 中国流通经济, 2004, 18(10) |
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| 作者姓名： | 汪涛 |
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| 作者单位： | 武汉大学商学院,湖北,武汉,430072 |
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| 基金项目： | 教育部人文社会科学研究项目，武汉大学校科研和教改项目 |
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| 摘 要： | 本文认为,渠道在过去的十年里经历了显著的变化,渠道合作双方正由交易型关系向伙伴型关系直至建立战略联盟的方向发展;作为渠道中的重要角色,渠道代理人是企业渠道关系的管理者和执行者,它主要通过渠道权力和渠道气候两个因素对渠道关系产生较大的影响,他们一方面能够为提高企业的渠道绩效服务,而另一方面也存在着对企业渠道绩效产生负面影响的可能性;为防范这些潜在的代理问题,企业必须重视和强调对渠道代理人的有效管理。
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| 关 键 词： | 渠道代理人 渠道关系 渠道管理 |
Channel Agents and Its Influence Over Channel Relations |
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| WANG Tao. Channel Agents and Its Influence Over Channel Relations[J]. China Business and Market, 2004, 18(10) |
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| Authors: | WANG Tao |
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| Abstract: | Channel has experienced critical changes in the past ten years.The relation among involvers in channel coop-eration is developing from trading relation to partnership one.Some involvers even form strategic unions.As managers and operators of enterprises' channel relations, channel agents exert great influence over channel relations in two aspects:channel power and channel atmosphere.Enterprises should pay attention to the effective control over channel agents to prevent po tential problems that are agents involved. |
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| Keywords: | channel agent channel relation influence |
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