营销渠道理论的演进与渠道学习范式的提出
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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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[6]Su,Chenting,Zhilin Yang,Guijun Zhuang,Nan Zhou,and Wenyu Dou.Interpersonal influence as an alternative channel communi-cation behavior in emerging markets:The case of China[J].Journal of International Business Studies,2009,40(5):668-689.
[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.
[11]Draganska,Michaela,Daniel Klapper,and Sofia B Villas-Boas.Alarger slice or a larger pie?An empirical investigation of bar-gaining power in the distribution channel[J].Marketing Science,2010,29(1):57-74.
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[15]Frazier,Gary L,Elliot Maltz,Kersi D Antia,and Aric Rindfleisch.Distributor sharing of strategicinformation with suppliers[J].Journal of Marketing,2009,73(4):31-43.
[16]李宝库,刘燕,张强.消费者信息反馈对渠道管理效率的影响——基于偏好差异的分析[J].营销科学学报,2009,(2):1-9.
[17]钱丽萍,刘益,喻子达,陶蕾.制造商影响战略的使用与零售商的知识转移[J].管理世界,2010,(2):93-105.
[18](美)艾尔.巴比.社会研究方法[M].(邱泽奇译).北京:华夏出版社,2005.
[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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