| 工商企业间渠道忠诚培育策略研究 |
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| 引用本文： | 何艳,范定祥. 工商企业间渠道忠诚培育策略研究[J]. 中国市场, 2009, 0(10): 127-129 |
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| 作者姓名： | 何艳 范定祥 |
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| 作者单位： | 湖南工业大学,商学院,湖南,株洲,412007 |
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| 摘 要： | 营销渠道成员间的满意、信任和相互依赖通过直接或间接的方式影响着工商企业间的渠道忠诚。要培育工商企业间的渠道忠诚,应增加渠道成员满意感,培育渠道感性信任和理性信任,增加转换成本、加强双方的依赖关系,从而建立持续的合作关系。
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| 关 键 词： | 营销渠道 忠诚 满意 信任 相互依赖 |
The Strategies to Cultivate Channel Loyalty between Industrial and Commercial Enterprises |
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| HE Yan,FAN Ding-xiang. The Strategies to Cultivate Channel Loyalty between Industrial and Commercial Enterprises[J]. China Market, 2009, 0(10): 127-129 |
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| Authors: | HE Yan FAN Ding-xiang |
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| Affiliation: | Business School;Hunan University of Technology;Zhuzhou 412007;China |
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| Abstract: | The satisfaction,trust and interdependence among the members of marketing channels directly or indirectly affect the marketing channels loyalty between industrial and commercial enterprises.To cultivate channels loyalty,channel members should be increased satisfaction,foster emotive and rational trust,increase the switching costs and strengthen the interdependence to establishing a long-term mutually beneficial partnership. |
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| Keywords: | marketing channel loyalty satisfaction trust interdependence |
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