营销渠道理论的演进与渠道学习范式的提出
外国经济与管理 2011 年 第 33 卷第 01 期, 页码:50 - 58
摘要
参考文献
摘要
本文在分析现有渠道理论"二阶段三范式"(效率范式、权力范式和关系范式)的基础上,引入"知识流"等新的渠道流概念,并结合渠道演进的4C框架,认为渠道成员间的"关系"正转变为"基于知识的关系",进而提出了一个新的渠道理论范式——渠道学习范式。渠道学习范式的提出不仅能够拓展渠道理论研究的视野,而且对实践中企业管理渠道成员间关系也有着重要的理论指导意义。
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[7]Eyuboglu,Nermin,and Andreas Buja.Quasi-Darwinian selection in marketing relationships[J].Journal of Marketing,2007,71(5):48-62.
[8]Bucklin,Randolph E,S Siddarth,and Jorge MSilva-Risso.Distributionintensity and newcar choice[J].Journal of Marketing Re-search,2008,45(4):473-486.
[9]Shang,Jennifer,Tuba Pinar Yildiri m,Pandu Tadikamalla,Vikas Mittal,and Lawrence HBrown.Distribution networkredesignformarketing competitiveness[J].Journal of Marketing,2009,73(2):146-163.
[10]Desai,Preyas S,Oded Koenigsberg,and Devavrat Purohit.Forward buying by retailers[J].Journal of Marketing Research,2010,47(1):90-102.
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[19]Huber,George P.Organizational learning:The contributing process and the literatures[J].Organization Science,1991,2(1):88-115.
[20]Seines,Fred,and James Sallis.Promoting relationshiplearning[J].Journal of Marketing,2003,67(4):80-95.
引用本文
邵昶, 蒋青云. 营销渠道理论的演进与渠道学习范式的提出[J]. 外国经济与管理, 2011, 33(1): 50–58.
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