渠道关系论
|
摘要
问题的提出
近年来，市场竞争越来越激烈，企业间竞争的方式也日益多样化。国内的联想、娃哈哈、波导等企业经由渠道优势获得竞争优势的成功经验，以及国外的沃尔玛、家乐福、宜家等成功企业依靠渠道优势在激烈的市场竞争中胜出的经典案例，吸引着越来越多的企业将获得竞争优势的希望放到了营销渠道上。不久前，在国内的一些工商类的报章杂志上甚至出现了所谓“得渠道者得天下”的夸张说法。
国内外各类企业的发展史业已证明，得渠道者固然未必得天下，但无渠道者一定不会有市场上的立锥之地。渠道之与企业犹如船家之与行渡者，缺少了渠道，企业断然不能从生产的此岸经由市场的风浪到达成功的彼岸，渠道之重要由此可以想见。
笔者认为，渠道的核心是渠道关系，对渠道的管理实际上就是对渠道关系的管理。渠道关系及其相关的问题，理应成为渠道研究与实践中应关注的重点课题。然而笔者看到，建立在单边（主要是制造商）基础上的现有渠道理论，其内容主要是对非连续的、短期的渠道行为进行的单边的设计与控制。这种单边性质，使现有渠道理论在对参与渠道活动的多边角色的日益互动化、多边关系的长期导向性、连续性的解释上，越来越显无力与苍白。这就表明，渠道中日益增强的双边性和多边形，业已产生以关系为核心发展现有渠道理论的要求。
关于渠道关系的研究，国外有一些研究成果散见于各类期刊杂志之中，国内则几乎是空白。
为了系统地解读渠道关系，弄清渠道关系的治理机制并结合中国的实际为业界人士提供如何构建基于关系规范的关系型渠道关系的程序与方法，笔者认为有必要对渠道关系进行系统地研究，研究的具体问题是：渠道关系是否存在于渠道管理的全过程之中？渠道模式、治理机制、渠道关系之间有无联系？能否建立解读这些关系的分析框架、构筑以关系为核心的渠道理论构架以及如何构建双边长期导向的关系型营销渠道？
显然，追踪国外渠道关系管理的研究动态，依据本学科理论范式及其他相关理论系统地研究渠道关系，对于发展营销学术，服务中国企业渠道关系管理实践，无疑具有重要的学术与实践意义。
研究设计与方法
本文的研究设计如下：
一、提出本文拟研究的问题：渠道管理是事关企业持续竞争优势的问题。常规渠道下的单边管理与一体化渠道下的单边管理并不能实现关系治理的目的，要构建一个长期导向的具有持续竞争优势的渠道，需要建立渠道成员双边认同的关系规范，并以此关系规范指导实施关系管理的行为。然而，目前国内对渠道关系问题的研究几乎是空白，研究渠道关系问题无疑具有重要的理论与现实意义。
二、将研究问题表述为研究命题：渠道管理即为渠道关系管理。
（１）通过对现有渠道理论进行介绍，在说明渠道的重要性的同时揭示现有渠道理论的单边性质及其局限性。
（２）通过搜集国内企业渠道管理方面的实际素材，以描述统计的方法描绘渠道关系在渠道管理中的重要性并指出渠道关系始于渠道设计贯穿于渠道管理全过程之中；
（３）梳理用于渠道关系研究的基本理论；
三、运用关系营销理论和交易费用理论，从渠道的表象——渠道模式入手，分析各类渠道模式的关系特点与渠道模式演变的动因。
四、探讨各类渠道模式对应的关系治理机制
五、在渠道模式、治理机制的基础上，加入依赖结构因素与关系要素因素，并将这三层内容、四类关系进行链接，构建一个渠道关系模型。
六、根据建立的渠道关系模型，分析关系型渠道的生命过程及核心问题。
本文在研究方法上主要根据关系市场营销、交易费用分析的理论范式，采用规范分析方法对渠道关系及其相关问题作演绎与理论推断分析，并结合大样本资料处理的结果与典型案例的分析作相应的归纳性的实证研究。
论文结构与基本内容
依据本项研究设计的逻辑思路，本文结构上的起、呈、转、合与之相呼应，分为这样几个部分：
一、绪论；
二、渠道与渠道关系。
三、渠道形式：关系特点与形式演变的动因
四、渠道关系：治理与治理机制：
五、关系型渠道模型：一个以关系为核心的渠道理论构架
六、渠道关系：构建、维持与发展的程序、方法与实证
七、结束语
本文的基本内容如下：
以问题导向的研究思想为指导，本文开篇便从营销渠道的大环境、大背景、大趋势的角度引出渠道命题，指出渠道管理存在几种基本形式，即：以短期市场交易为基础的常规市场营销渠道，内部一体化的企业渠道，以长期市场交易为基础的关系营销渠道，与之相应，每种渠道均有各自的特点与问题，这些问题本质上其实就是一个渠道关系问题。从实践的角度看，渠道关系问题是一个事关企业获得持续竞争优势的问题，从渠道理论的角度看，是一个需要对之进行系统研究的问题。因此，研究渠道关系问题既具实践意义又有理论意义。为了对该问题进行研究，笔者对一些在文章中拟采用的基本概念进行了界定，同时对本文的研究目的、研究设计、研究方法等相关内容进行说明。
本文的第二部分指出，按照已有渠道理论，渠道管理分为渠道设计与渠道实施两个阶段的工作内容，渠道关系似乎只存在于渠道实施之中。然而笔者
Statement of the Problem/Background
The rapid development of economic interaction now goes across national and ideological boundaries, so do competitions in all forms. In the market of China, domestic companies such as Legend, Wahaha, and Bird had already gained competitive advantage through distributional channels, while multinational companies, such as Wal-Mart, Carrefour, and Ikea, provide evidence of business success via channel management. Therefore, distribution channel management is now regarded as key of getting business success and competitive advantage by more and more within the market of China. In this context, abundant articles presented in many Chinese business newspaper and journals claim that the only way to control the market is to get the channel advances.
Channel advances, however, by now means, are the must to control the market, according to histories of development of many companies both inside and outside of China. Without channel advantages, on the other hand, it is true that one cannot even survive in the marketplace. The relationship of channels verses companies is just like that of boats and people who want to go cross the river. One cannot get to the other side of the river without a boat, while a company cannot go from production to the marketplace. That is the importance of marketing channel.
The opinion of this study is that the core of marketing channel is relationship among the channel members. Thus, to manage a market channel is to construct, retain, and develop channel relations. That is the key to the study of channel management theories and practical interpretation. Based on many studies, the author finds that producer channel theory, results in non-continuous and short-term oriented design and control. It is weak to explain and promote the current trend of channel management which is more focus on interactive, multidimensional, long-term oriented and continuous relationships. Therefore, it is clear that there should be a study from a new
perspective, with an in-depth exploration focusing on the development of channel relation concept.
In this context, it becomes clear why the management of channel relations is essential, not only for the standardization of process and system itself, but also to Chinese domestic firms who look to gain competitive advantages in the market. On the other hand, the existing researches on channel member relationship management are conducted mainly in other countries. This study, however, will provide in-depth insights of member relationship management for both academic and practical aspects.
The systematic study of this research is designed to shed light on Critical Questions as following: These questions are: (1) If channel relation exists in ever step of channel management process, (2) If there is any interrelationship among models of the channel, system of management, and channel relations, (3) what the key elements are to construct a new channel management model focusing on the relationship of channel member in a tow-dimensional, and long-term oriented view
This study collects both primary research and literature reviews to explore the issues of channel relationship management. The review on the literatures of foreign study helps to build the study instruments of this study, while the study on the social science and other related theories adding new ways of research to this study.
Methodology
Research Methods and Technique of this study are stated as following:
1. Statement of the Problem: channel management is about bringing sustainable competitive advantages to different firms. The current channel management theory and practice focusing on producer (or one firm) now are unable to archive the goal of management channel relations. It is time calling for building a long-term oriented channel with mutually recognized rules and standards as management guidance and directions to get sustainable competitive advantages to the marketplace. By do so, this study has both practical meanings and academic devotions, since the cu
近年来，市场竞争越来越激烈，企业间竞争的方式也日益多样化。国内的联想、娃哈哈、波导等企业经由渠道优势获得竞争优势的成功经验，以及国外的沃尔玛、家乐福、宜家等成功企业依靠渠道优势在激烈的市场竞争中胜出的经典案例，吸引着越来越多的企业将获得竞争优势的希望放到了营销渠道上。不久前，在国内的一些工商类的报章杂志上甚至出现了所谓“得渠道者得天下”的夸张说法。
国内外各类企业的发展史业已证明，得渠道者固然未必得天下，但无渠道者一定不会有市场上的立锥之地。渠道之与企业犹如船家之与行渡者，缺少了渠道，企业断然不能从生产的此岸经由市场的风浪到达成功的彼岸，渠道之重要由此可以想见。
笔者认为，渠道的核心是渠道关系，对渠道的管理实际上就是对渠道关系的管理。渠道关系及其相关的问题，理应成为渠道研究与实践中应关注的重点课题。然而笔者看到，建立在单边（主要是制造商）基础上的现有渠道理论，其内容主要是对非连续的、短期的渠道行为进行的单边的设计与控制。这种单边性质，使现有渠道理论在对参与渠道活动的多边角色的日益互动化、多边关系的长期导向性、连续性的解释上，越来越显无力与苍白。这就表明，渠道中日益增强的双边性和多边形，业已产生以关系为核心发展现有渠道理论的要求。
关于渠道关系的研究，国外有一些研究成果散见于各类期刊杂志之中，国内则几乎是空白。
为了系统地解读渠道关系，弄清渠道关系的治理机制并结合中国的实际为业界人士提供如何构建基于关系规范的关系型渠道关系的程序与方法，笔者认为有必要对渠道关系进行系统地研究，研究的具体问题是：渠道关系是否存在于渠道管理的全过程之中？渠道模式、治理机制、渠道关系之间有无联系？能否建立解读这些关系的分析框架、构筑以关系为核心的渠道理论构架以及如何构建双边长期导向的关系型营销渠道？
显然，追踪国外渠道关系管理的研究动态，依据本学科理论范式及其他相关理论系统地研究渠道关系，对于发展营销学术，服务中国企业渠道关系管理实践，无疑具有重要的学术与实践意义。
研究设计与方法
本文的研究设计如下：
一、提出本文拟研究的问题：渠道管理是事关企业持续竞争优势的问题。常规渠道下的单边管理与一体化渠道下的单边管理并不能实现关系治理的目的，要构建一个长期导向的具有持续竞争优势的渠道，需要建立渠道成员双边认同的关系规范，并以此关系规范指导实施关系管理的行为。然而，目前国内对渠道关系问题的研究几乎是空白，研究渠道关系问题无疑具有重要的理论与现实意义。
二、将研究问题表述为研究命题：渠道管理即为渠道关系管理。
（１）通过对现有渠道理论进行介绍，在说明渠道的重要性的同时揭示现有渠道理论的单边性质及其局限性。
（２）通过搜集国内企业渠道管理方面的实际素材，以描述统计的方法描绘渠道关系在渠道管理中的重要性并指出渠道关系始于渠道设计贯穿于渠道管理全过程之中；
（３）梳理用于渠道关系研究的基本理论；
三、运用关系营销理论和交易费用理论，从渠道的表象——渠道模式入手，分析各类渠道模式的关系特点与渠道模式演变的动因。
四、探讨各类渠道模式对应的关系治理机制
五、在渠道模式、治理机制的基础上，加入依赖结构因素与关系要素因素，并将这三层内容、四类关系进行链接，构建一个渠道关系模型。
六、根据建立的渠道关系模型，分析关系型渠道的生命过程及核心问题。
本文在研究方法上主要根据关系市场营销、交易费用分析的理论范式，采用规范分析方法对渠道关系及其相关问题作演绎与理论推断分析，并结合大样本资料处理的结果与典型案例的分析作相应的归纳性的实证研究。
论文结构与基本内容
依据本项研究设计的逻辑思路，本文结构上的起、呈、转、合与之相呼应，分为这样几个部分：
一、绪论；
二、渠道与渠道关系。
三、渠道形式：关系特点与形式演变的动因
四、渠道关系：治理与治理机制：
五、关系型渠道模型：一个以关系为核心的渠道理论构架
六、渠道关系：构建、维持与发展的程序、方法与实证
七、结束语
本文的基本内容如下：
以问题导向的研究思想为指导，本文开篇便从营销渠道的大环境、大背景、大趋势的角度引出渠道命题，指出渠道管理存在几种基本形式，即：以短期市场交易为基础的常规市场营销渠道，内部一体化的企业渠道，以长期市场交易为基础的关系营销渠道，与之相应，每种渠道均有各自的特点与问题，这些问题本质上其实就是一个渠道关系问题。从实践的角度看，渠道关系问题是一个事关企业获得持续竞争优势的问题，从渠道理论的角度看，是一个需要对之进行系统研究的问题。因此，研究渠道关系问题既具实践意义又有理论意义。为了对该问题进行研究，笔者对一些在文章中拟采用的基本概念进行了界定，同时对本文的研究目的、研究设计、研究方法等相关内容进行说明。
本文的第二部分指出，按照已有渠道理论，渠道管理分为渠道设计与渠道实施两个阶段的工作内容，渠道关系似乎只存在于渠道实施之中。然而笔者
Statement of the Problem/Background
The rapid development of economic interaction now goes across national and ideological boundaries, so do competitions in all forms. In the market of China, domestic companies such as Legend, Wahaha, and Bird had already gained competitive advantage through distributional channels, while multinational companies, such as Wal-Mart, Carrefour, and Ikea, provide evidence of business success via channel management. Therefore, distribution channel management is now regarded as key of getting business success and competitive advantage by more and more within the market of China. In this context, abundant articles presented in many Chinese business newspaper and journals claim that the only way to control the market is to get the channel advances.
Channel advances, however, by now means, are the must to control the market, according to histories of development of many companies both inside and outside of China. Without channel advantages, on the other hand, it is true that one cannot even survive in the marketplace. The relationship of channels verses companies is just like that of boats and people who want to go cross the river. One cannot get to the other side of the river without a boat, while a company cannot go from production to the marketplace. That is the importance of marketing channel.
The opinion of this study is that the core of marketing channel is relationship among the channel members. Thus, to manage a market channel is to construct, retain, and develop channel relations. That is the key to the study of channel management theories and practical interpretation. Based on many studies, the author finds that producer channel theory, results in non-continuous and short-term oriented design and control. It is weak to explain and promote the current trend of channel management which is more focus on interactive, multidimensional, long-term oriented and continuous relationships. Therefore, it is clear that there should be a study from a new
perspective, with an in-depth exploration focusing on the development of channel relation concept.
In this context, it becomes clear why the management of channel relations is essential, not only for the standardization of process and system itself, but also to Chinese domestic firms who look to gain competitive advantages in the market. On the other hand, the existing researches on channel member relationship management are conducted mainly in other countries. This study, however, will provide in-depth insights of member relationship management for both academic and practical aspects.
The systematic study of this research is designed to shed light on Critical Questions as following: These questions are: (1) If channel relation exists in ever step of channel management process, (2) If there is any interrelationship among models of the channel, system of management, and channel relations, (3) what the key elements are to construct a new channel management model focusing on the relationship of channel member in a tow-dimensional, and long-term oriented view
This study collects both primary research and literature reviews to explore the issues of channel relationship management. The review on the literatures of foreign study helps to build the study instruments of this study, while the study on the social science and other related theories adding new ways of research to this study.
Methodology
Research Methods and Technique of this study are stated as following:
1. Statement of the Problem: channel management is about bringing sustainable competitive advantages to different firms. The current channel management theory and practice focusing on producer (or one firm) now are unable to archive the goal of management channel relations. It is time calling for building a long-term oriented channel with mutually recognized rules and standards as management guidance and directions to get sustainable competitive advantages to the marketplace. By do so, this study has both practical meanings and academic devotions, since the cu
引文
英文部分：
1.Achrol,Ravi and Louis Stern.1988, "Enviromental Determinants of Decision-Making Uncertainty in Marketing Channels." Journal of Marketing Research 25(February)36-50.
2. Anderson, Erin and Barton Weitz.1986 "Make-or-Buy Decisions: Vertical Integration and Market Productivity." Sloan Management Review 27 (Spring)3-19.
3. Anderson, Erin and Barton Weitz.1992. "The Use of Pledges to Build and Sustain Commitment in Distribution Channels." Journal of Marketing Research 29 (February)
4.Anderson,James and James Narus.1990. "A Model of Distributor Firm and Manufacturer Firm Working Partnerships." Journal of Marketing 54(January).
5.Anderson,Erin (1988) "Transaction Cost as Determinants of Opportunism in Integrated and Independent Sales Forces," Journal of Economic Behavior and Organization,9(May):247-64
6.Aric Rindfleisch and Jan B.Heide .1997 "Transaction Cost Analysis: Past ,Present, and Future Applications." Journal of Marketing,(October)30-54
7.Bucklin, Louis P. and Sanjit Sengupta (1993), "Organizing Successful Co-Marketing Alliances," Journal of Marketing (April):32-46
8.Barton A.Weitz and Sandy D.Jap. "Relationship Marketing and Distribution Channels.“ Journal of the Academy of Marketing Science. Volume 3,No.4,305--320
9.Baniel J. Brass. "Being in the Right Place: A Structural Analysis of Individual Influence in an Organization". Administrative Science Quarterly, 1984 (29): 518~539.
10.Bert Rosenbloom 2002. "Marketing Channels:A Management View,"(7th Edition) Thomson South-Western.
11.Barry Berman 1996, "Marketing Channels" John Wiley & Sons, Inc.
12.Christine Oliver.1990 . "Determinants of Interorganizational Relationships: Integration and Future Directions.". Academy of Management Review,Vol.15 >no.241-265
13.Coase,Ronald H. (1937). "The Nature of The Firm." Economical
N.S.,4,386-405 .
14.Conner, Kathleen R. and C.K. Prahalad (1996). "A Resource-Based Theory of the Firm: Knowledge Versus Opportunism." Organization Science.7(5),477-501
15.Dennis A .Gioia and Evelyn Pitre.1990 " Multiparadigm Perspectives on Theory Building." Academy of Management Review.Vol.15.No.$. 584-602
16.Gary L. Frazier and Walfried M. Lassar.(1996) "Determinants of Distribution Intensity ." Journal of Marketing (October):39-51
17.Ganesan, Shankar (1994), "Determinants of long-Term Orientation in Buyer-Seller Relationships." Journal of Marketing (April),1-19.
18.Heide,Jan and George John.1988."The Role of dependence Balancing in Safeguarding Transaction_Specefic Assets in Conventional Channels." Journal of Marketing 52(January):20-35
19.Heide ,Jan.1994. “Interorganizational Governance in Marketing Channels." Journal of Marketing 58(January):70-85.
20. Heide, Jan and George John.1990. “Alliances in Industrial Purchasing: The determinants of Joint Action in Buyer-Supplier Relationships." Journal of Marketing 56(February):24-36
21.Heide,Jan and George John.1992."Do Norms Matter in Marketing Relationships?" Journal of Marketing 56(April):22-44
22.Jonathan D. Hibbard, Nirmalya Kumar, and Louis W .Stern (2001) "Examining the Impact of Destructive Acts in Marketing Channel Relationships." Journal of Marketing Research (February):45-61
23.Kirti Sawhney Celly and Gary L.Frazier.1996. "Outcome-Based and Behavior Based Coordination Efforts in Channel Relationships." Journal of Marketing Research (May) 200-210.
24.Keysuk Kim (2000) " On Interfirm Power, Channel Climate, and Solidarity in Industrial Distributor-Supplier Dyads" Journal of the Academy of Marketing Science (Summer):388-405.
25.Louis W. Stern and Barton A. Weitz 1997."The revolution in Distribution: Challenges and Opportunities" Long Range Planning,Vol.30 (December)823-829
26.Hunt,Shelby,Nina Ray, and Van Wood.1985. "Behavioral Dimensions Of Channels of Distribution: Review and Synthesis:" Journal of Academy of Marketing Science.13(Summer):1-14
27.LaFountaine,Francine.1992. "Agency Theory and Franchising: Some Empirical Results." RAND journal of Economics 23(Summer):263-283.
28.Macneil,Ian. 1980."The New Social Contract. New Haven," CT: Yale University Press.
29. Mark E. Granovetter. "Economic Action and Social Structure: The Problem of Embeddedness". American Journal of Sociology, Vol.91,1985 (11): 481-510.
30.Morgan,Robert and Shelby Hunt 1994. "The Commitment-Trust Theory of Relationships Marketing." Journal of Marketing 58 (July):20-38.
31.Nevin,John R. (1995). "Relationship Marketing and Distribution Channels: Exploring Fundamental Issues," Journal of the Academy of Marketing Science,23 (Fall),327-34
32.Ouchi, William G. (1980), “Markets, Bureaucracies, and Clans," Administrative Science Quarterly,25 (September),129-41
33.Ouchi, William. 1979 "A Conceptual Framework for the Design of Organizational Control Mechanisms." Management Science 25 (9) 833-48
34.Oliver. Richard L. and Erin Anderson (1987), "Perspectives on Behavior-Based Versus Outcome-Based Sales Control Systems." Journal of Marketing,(October):76-88
35.Pierre Bourdieu, Loic Wacquant, Invitation to Reflexive Sociology, Chicago: University of Chicago Press, 1992, p.119.
36.Philip kotler, 1997 "Marketing Management: Analysis, Planning, Implementation, and Control." Prentice-Hall International, Inc
37.Provan, Keith G. and Steven J. Skinner (1989), "Interorganizational Dependence and Control as Predictors of Opportunism in Dealer-Seller Relations," Academy of Management journal 32,(March),202-12.
38.R.J. French and B. H. Raven. "The Bases of Social Power". in D. Cartwright (ed).Studies in Social Power. Ann Arbor, Michigan: University of Michigan Press, 1993.
39.Ran Lachman. "Power from What? A Reexamination of Its Relationships with Structural Conditions". Administrative Science Quarterly, 1989 (34): 231~251;
40.Robert F. Lusch and James R. Brown . 1996. ＂Interdepaendaency, Contacting, and Relational Behavior in Marketing Channels." Journal of Marketing (October):19-38
41.Robert F. Lusch and James R. Brown (1982) "A Modified Model of Power in the Marketing Channel".(August):312-23
42.Ronald Burt, Structural Holes, Cambridge: Harvard University Press, 1992, p.9.
43.Robert Putnam, Making Democracy Work, Princeton: Princeton University Press, 1993,p.167.
44.Stern. Louis W. and Adel I.EI-Ansary, Anne T.Coughlan,Erin Anderson 2001 "Marketing Channels" ( 6th Edition ) Prentice Hall
45.Williamson. Oliver E. (1975).＂Markets and Hierarchies: Analysis and Antitrust Implications.＂ New York: The Free Press.
46.Williamson. Oliver E.(1985) ＂The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting.＂ New York: The Free Press.
47.Williamson. Oliver E. (1992). "Markets, Hierarchies, and the Modern Corporation," Journal of Economic Behavior and Organization.(May),335-52
48.Williamson. Oliver E. (1996)＂ The Mechanisms of Governance.＂ New York: the Free Press.
49.Williamson. Oliver E. and Cyrus P. Olsen (1993). "From Transaction Cost to Transactional Value Analysis: Implications for the Study of Interorganizational Strategies." Journal of Management Studies,30(1).131-45
中文部分
1. “格力渠道模式走到尽头"网易商业报道 http://biz.163.com 2003-11-03 11:46:25 来源:21世纪经济报道
2. "百分之一中选几率 宝马经销权之争背后"2003年10月24日 南方周末
3. “ 批发商，‘如果你不是NO.1，你就下地狱’” (吴勇毅，中国经营报，2003-12-01)
4.“试论专业线美容企业的‘渠道扁平化’” (易秀峰，中国营销传播网，2003-11-05)
5. “企业需要什么样的经销商？” (魏明，中国营销传播网，2003-10-14)
6. “渠道变革的陷井”(常玉龙，中国营销传播网，2003-09-25)
7. "数码相机渠道生存新趋势"杨 华 经济参考报 经济参考报2003-7-10
8. "国内汽车营销渠道变革的三大趋势" 高伟 2003-5-16 产经网-中国企业报
9调查分析：电信运营商营销渠道选择过程分析http//www.chinabyte.2003-11-04 姚群峰/(通信企业管理)
10. "渠道过分主动易引火烧身厂家正人正己拿捏有度" 庞亚辉 叶秉喜 中国管理传播网 2003-7-22
11. “ 新兴渠道与传统渠道的冲突问题与解决” 程绍珊 中国管理传播网 2003-4-10
12. “营销渠道的改造” 孙明玺. 管理科学文摘 1996年04期
13. “试析P&G公司的“无缝营销渠道”策略” 王方华. 范凯利. 方芳. 外国经济与管理 1999年06期
14. “论跨国公司在华的整合营销渠道策略” 徐剑明 国际贸易问题 2000年05期
15. “在华跨国公司营销渠道的策略” 黄义志. 杉山拓 上海综合经济 2000年09期
16. "跨国公司在新兴市场的营销渠道的策略创新" 李元旭. 黄义志 国际商务研究 2000年05期
17. "企业营销渠道系统创新动因分析" 杨涛. 葛松林 商业研究 2000年05期
18. "当前工商企业营销渠道的矛盾冲突与对策研究" 夏文汇. 徐刚 中国流通经济 2001年03期
19. "跨国公司营销渠道的策略 创新及对我国企业的启示" 邵一明. 谢延浩. 江苏商论 2001年07期
20. "建立现代企业营销渠道管理 有效运行机制研究" 夏文汇. 物流科技 2001年02期 .
21. "企业营销渠道的新变革" 于俊秋 经济与管理研究 2001年06期
22. "构建营销渠道新模式" 洪元琪. 现代企业 2002年08期
23. "营销渠道中依赖的感知差距对渠道冲突的影响" 庄贵军. 周南. 周筱莲. 系统工程理论与实践 2003年07期
24. "营销渠道管理变革的新趋势" 王朝辉. 企业改革与管理 2003年08期
25. "企业营销渠道决策的误区" 丁桂兰. 当代经济 2003年03期
26. "企业营销渠道改造探讨" 邢以群. 丁璐. 企业经济 2003年02期
27. "企业营销渠道变化与新型营销模式构建" 陈红. 武海斌. 华北工学院学报(社科版) 2003年03期
28. "企业经营方式的转变:对市场环境和营销渠道的影响" 郑吉昌 浙江树人
大学学报 2003年01期
29 "空调企业营销渠道模式比较" 汪涛 李进武 《经济管理》2002年第11期
30. "营销渠道的选择及评价标准" 赵晓飞 陈涛渠道模式的选择和评价 《中外管理》（2003年第2期）
31. “通路创新：企业竞争的新课题”。 林三卓 【渠道为王】四川科学技书出版社 2003年1月
32. “渠道无疆：结构化与营销速度”扬东龙主编 中国经济出版社 2003年1月
33. “渠道：中国本土化营销实战经典”刘永炬著 中国工人出版社 2003年8月
34. “沃尔玛特的经营策略对我们的启示” 张剑渝 【市场营销导刊】 1998年5-6期
35 “走向直销” 张剑渝 【销售与市场】 1996年6期
36“直接营销的特点与发展趋势” 张剑渝 【财经科学】 1996年4期
37 “零售企业成功经营的战略选择” 张剑渝 【财经科学】 2002年5期
38. “市场营销渠道”第五版 Luies W. Stern / Adel I.EI-Ansary / Anne T. Coughlan 著；赵平、廖建军 孙燕军 译 清华大学出版社 2001年5月
39.“关系营销：建立顾客满意和顾客忠诚赢得竞争优势” Thorsten Hennig Thurau Ursula Hansen 主编， 罗磊主译 广东经济出版社 2003年5月第一版。
40.“企业剩余索取权：分享安排与剩余计量” 谢得仁 著 上海人民出版社2001.
41. “信息、信任与法律” 张维迎 著 生活、读书、新知三联书店2003年8月出版。
42.赫伯特·A.西蒙：现代决策理论的基石——有限理性说。北京：北京经济出版社，1989年.
1.Achrol,Ravi and Louis Stern.1988, "Enviromental Determinants of Decision-Making Uncertainty in Marketing Channels." Journal of Marketing Research 25(February)36-50.
2. Anderson, Erin and Barton Weitz.1986 "Make-or-Buy Decisions: Vertical Integration and Market Productivity." Sloan Management Review 27 (Spring)3-19.
3. Anderson, Erin and Barton Weitz.1992. "The Use of Pledges to Build and Sustain Commitment in Distribution Channels." Journal of Marketing Research 29 (February)
4.Anderson,James and James Narus.1990. "A Model of Distributor Firm and Manufacturer Firm Working Partnerships." Journal of Marketing 54(January).
5.Anderson,Erin (1988) "Transaction Cost as Determinants of Opportunism in Integrated and Independent Sales Forces," Journal of Economic Behavior and Organization,9(May):247-64
6.Aric Rindfleisch and Jan B.Heide .1997 "Transaction Cost Analysis: Past ,Present, and Future Applications." Journal of Marketing,(October)30-54
7.Bucklin, Louis P. and Sanjit Sengupta (1993), "Organizing Successful Co-Marketing Alliances," Journal of Marketing (April):32-46
8.Barton A.Weitz and Sandy D.Jap. "Relationship Marketing and Distribution Channels.“ Journal of the Academy of Marketing Science. Volume 3,No.4,305--320
9.Baniel J. Brass. "Being in the Right Place: A Structural Analysis of Individual Influence in an Organization". Administrative Science Quarterly, 1984 (29): 518~539.
10.Bert Rosenbloom 2002. "Marketing Channels:A Management View,"(7th Edition) Thomson South-Western.
11.Barry Berman 1996, "Marketing Channels" John Wiley & Sons, Inc.
12.Christine Oliver.1990 . "Determinants of Interorganizational Relationships: Integration and Future Directions.". Academy of Management Review,Vol.15 >no.241-265
13.Coase,Ronald H. (1937). "The Nature of The Firm." Economical
N.S.,4,386-405 .
14.Conner, Kathleen R. and C.K. Prahalad (1996). "A Resource-Based Theory of the Firm: Knowledge Versus Opportunism." Organization Science.7(5),477-501
15.Dennis A .Gioia and Evelyn Pitre.1990 " Multiparadigm Perspectives on Theory Building." Academy of Management Review.Vol.15.No.$. 584-602
16.Gary L. Frazier and Walfried M. Lassar.(1996) "Determinants of Distribution Intensity ." Journal of Marketing (October):39-51
17.Ganesan, Shankar (1994), "Determinants of long-Term Orientation in Buyer-Seller Relationships." Journal of Marketing (April),1-19.
18.Heide,Jan and George John.1988."The Role of dependence Balancing in Safeguarding Transaction_Specefic Assets in Conventional Channels." Journal of Marketing 52(January):20-35
19.Heide ,Jan.1994. “Interorganizational Governance in Marketing Channels." Journal of Marketing 58(January):70-85.
20. Heide, Jan and George John.1990. “Alliances in Industrial Purchasing: The determinants of Joint Action in Buyer-Supplier Relationships." Journal of Marketing 56(February):24-36
21.Heide,Jan and George John.1992."Do Norms Matter in Marketing Relationships?" Journal of Marketing 56(April):22-44
22.Jonathan D. Hibbard, Nirmalya Kumar, and Louis W .Stern (2001) "Examining the Impact of Destructive Acts in Marketing Channel Relationships." Journal of Marketing Research (February):45-61
23.Kirti Sawhney Celly and Gary L.Frazier.1996. "Outcome-Based and Behavior Based Coordination Efforts in Channel Relationships." Journal of Marketing Research (May) 200-210.
24.Keysuk Kim (2000) " On Interfirm Power, Channel Climate, and Solidarity in Industrial Distributor-Supplier Dyads" Journal of the Academy of Marketing Science (Summer):388-405.
25.Louis W. Stern and Barton A. Weitz 1997."The revolution in Distribution: Challenges and Opportunities" Long Range Planning,Vol.30 (December)823-829
26.Hunt,Shelby,Nina Ray, and Van Wood.1985. "Behavioral Dimensions Of Channels of Distribution: Review and Synthesis:" Journal of Academy of Marketing Science.13(Summer):1-14
27.LaFountaine,Francine.1992. "Agency Theory and Franchising: Some Empirical Results." RAND journal of Economics 23(Summer):263-283.
28.Macneil,Ian. 1980."The New Social Contract. New Haven," CT: Yale University Press.
29. Mark E. Granovetter. "Economic Action and Social Structure: The Problem of Embeddedness". American Journal of Sociology, Vol.91,1985 (11): 481-510.
30.Morgan,Robert and Shelby Hunt 1994. "The Commitment-Trust Theory of Relationships Marketing." Journal of Marketing 58 (July):20-38.
31.Nevin,John R. (1995). "Relationship Marketing and Distribution Channels: Exploring Fundamental Issues," Journal of the Academy of Marketing Science,23 (Fall),327-34
32.Ouchi, William G. (1980), “Markets, Bureaucracies, and Clans," Administrative Science Quarterly,25 (September),129-41
33.Ouchi, William. 1979 "A Conceptual Framework for the Design of Organizational Control Mechanisms." Management Science 25 (9) 833-48
34.Oliver. Richard L. and Erin Anderson (1987), "Perspectives on Behavior-Based Versus Outcome-Based Sales Control Systems." Journal of Marketing,(October):76-88
35.Pierre Bourdieu, Loic Wacquant, Invitation to Reflexive Sociology, Chicago: University of Chicago Press, 1992, p.119.
36.Philip kotler, 1997 "Marketing Management: Analysis, Planning, Implementation, and Control." Prentice-Hall International, Inc
37.Provan, Keith G. and Steven J. Skinner (1989), "Interorganizational Dependence and Control as Predictors of Opportunism in Dealer-Seller Relations," Academy of Management journal 32,(March),202-12.
38.R.J. French and B. H. Raven. "The Bases of Social Power". in D. Cartwright (ed).Studies in Social Power. Ann Arbor, Michigan: University of Michigan Press, 1993.
39.Ran Lachman. "Power from What? A Reexamination of Its Relationships with Structural Conditions". Administrative Science Quarterly, 1989 (34): 231~251;
40.Robert F. Lusch and James R. Brown . 1996. ＂Interdepaendaency, Contacting, and Relational Behavior in Marketing Channels." Journal of Marketing (October):19-38
41.Robert F. Lusch and James R. Brown (1982) "A Modified Model of Power in the Marketing Channel".(August):312-23
42.Ronald Burt, Structural Holes, Cambridge: Harvard University Press, 1992, p.9.
43.Robert Putnam, Making Democracy Work, Princeton: Princeton University Press, 1993,p.167.
44.Stern. Louis W. and Adel I.EI-Ansary, Anne T.Coughlan,Erin Anderson 2001 "Marketing Channels" ( 6th Edition ) Prentice Hall
45.Williamson. Oliver E. (1975).＂Markets and Hierarchies: Analysis and Antitrust Implications.＂ New York: The Free Press.
46.Williamson. Oliver E.(1985) ＂The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting.＂ New York: The Free Press.
47.Williamson. Oliver E. (1992). "Markets, Hierarchies, and the Modern Corporation," Journal of Economic Behavior and Organization.(May),335-52
48.Williamson. Oliver E. (1996)＂ The Mechanisms of Governance.＂ New York: the Free Press.
49.Williamson. Oliver E. and Cyrus P. Olsen (1993). "From Transaction Cost to Transactional Value Analysis: Implications for the Study of Interorganizational Strategies." Journal of Management Studies,30(1).131-45
中文部分
1. “格力渠道模式走到尽头"网易商业报道 http://biz.163.com 2003-11-03 11:46:25 来源:21世纪经济报道
2. "百分之一中选几率 宝马经销权之争背后"2003年10月24日 南方周末
3. “ 批发商，‘如果你不是NO.1，你就下地狱’” (吴勇毅，中国经营报，2003-12-01)
4.“试论专业线美容企业的‘渠道扁平化’” (易秀峰，中国营销传播网，2003-11-05)
5. “企业需要什么样的经销商？” (魏明，中国营销传播网，2003-10-14)
6. “渠道变革的陷井”(常玉龙，中国营销传播网，2003-09-25)
7. "数码相机渠道生存新趋势"杨 华 经济参考报 经济参考报2003-7-10
8. "国内汽车营销渠道变革的三大趋势" 高伟 2003-5-16 产经网-中国企业报
9调查分析：电信运营商营销渠道选择过程分析http//www.chinabyte.2003-11-04 姚群峰/(通信企业管理)
10. "渠道过分主动易引火烧身厂家正人正己拿捏有度" 庞亚辉 叶秉喜 中国管理传播网 2003-7-22
11. “ 新兴渠道与传统渠道的冲突问题与解决” 程绍珊 中国管理传播网 2003-4-10
12. “营销渠道的改造” 孙明玺. 管理科学文摘 1996年04期
13. “试析P&G公司的“无缝营销渠道”策略” 王方华. 范凯利. 方芳. 外国经济与管理 1999年06期
14. “论跨国公司在华的整合营销渠道策略” 徐剑明 国际贸易问题 2000年05期
15. “在华跨国公司营销渠道的策略” 黄义志. 杉山拓 上海综合经济 2000年09期
16. "跨国公司在新兴市场的营销渠道的策略创新" 李元旭. 黄义志 国际商务研究 2000年05期
17. "企业营销渠道系统创新动因分析" 杨涛. 葛松林 商业研究 2000年05期
18. "当前工商企业营销渠道的矛盾冲突与对策研究" 夏文汇. 徐刚 中国流通经济 2001年03期
19. "跨国公司营销渠道的策略 创新及对我国企业的启示" 邵一明. 谢延浩. 江苏商论 2001年07期
20. "建立现代企业营销渠道管理 有效运行机制研究" 夏文汇. 物流科技 2001年02期 .
21. "企业营销渠道的新变革" 于俊秋 经济与管理研究 2001年06期
22. "构建营销渠道新模式" 洪元琪. 现代企业 2002年08期
23. "营销渠道中依赖的感知差距对渠道冲突的影响" 庄贵军. 周南. 周筱莲. 系统工程理论与实践 2003年07期
24. "营销渠道管理变革的新趋势" 王朝辉. 企业改革与管理 2003年08期
25. "企业营销渠道决策的误区" 丁桂兰. 当代经济 2003年03期
26. "企业营销渠道改造探讨" 邢以群. 丁璐. 企业经济 2003年02期
27. "企业营销渠道变化与新型营销模式构建" 陈红. 武海斌. 华北工学院学报(社科版) 2003年03期
28. "企业经营方式的转变:对市场环境和营销渠道的影响" 郑吉昌 浙江树人
大学学报 2003年01期
29 "空调企业营销渠道模式比较" 汪涛 李进武 《经济管理》2002年第11期
30. "营销渠道的选择及评价标准" 赵晓飞 陈涛渠道模式的选择和评价 《中外管理》（2003年第2期）
31. “通路创新：企业竞争的新课题”。 林三卓 【渠道为王】四川科学技书出版社 2003年1月
32. “渠道无疆：结构化与营销速度”扬东龙主编 中国经济出版社 2003年1月
33. “渠道：中国本土化营销实战经典”刘永炬著 中国工人出版社 2003年8月
34. “沃尔玛特的经营策略对我们的启示” 张剑渝 【市场营销导刊】 1998年5-6期
35 “走向直销” 张剑渝 【销售与市场】 1996年6期
36“直接营销的特点与发展趋势” 张剑渝 【财经科学】 1996年4期
37 “零售企业成功经营的战略选择” 张剑渝 【财经科学】 2002年5期
38. “市场营销渠道”第五版 Luies W. Stern / Adel I.EI-Ansary / Anne T. Coughlan 著；赵平、廖建军 孙燕军 译 清华大学出版社 2001年5月
39.“关系营销：建立顾客满意和顾客忠诚赢得竞争优势” Thorsten Hennig Thurau Ursula Hansen 主编， 罗磊主译 广东经济出版社 2003年5月第一版。
40.“企业剩余索取权：分享安排与剩余计量” 谢得仁 著 上海人民出版社2001.
41. “信息、信任与法律” 张维迎 著 生活、读书、新知三联书店2003年8月出版。
42.赫伯特·A.西蒙：现代决策理论的基石——有限理性说。北京：北京经济出版社，1989年.