| 渠道影响策略与渠道满意度关系实证研究 |
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| 引用本文： | 张艳,熊洁.渠道影响策略与渠道满意度关系实证研究[J].嘉应学院学报,2011,29(3):45-50. |
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| 作者姓名： | 张艳 熊洁 |
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| 作者单位： | 1. 广东外语外贸大学南国商学院,广州,510545
2. 广东外语外贸大学工商管理学院,广州,510006 |
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| 摘 要： | 渠道权力如何影响生产商与渠道成员之间的关系,它已成为营销学术界研究的焦点。本文关注国内营销渠道中制造商权力运用问题,研究制造商如何运用权力策略以协调好与经销商之间的关系,进而提高渠道满意度。研究表明,制造商使用非强制策略,渠道成员的经济满意度和社会满意度都会提高;威胁策略则与渠道满意度负相关。
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| 关 键 词： | 渠道权力 权力策略 渠道满意 |
Empirical Study of Relations Between Channel Influence-Strategy and Channel Satisfaction |
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| ZHANG Yan,XIONG Jie.Empirical Study of Relations Between Channel Influence-Strategy and Channel Satisfaction[J].Journal of Jiaying University,2011,29(3):45-50. |
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| Authors: | ZHANG Yan XIONG Jie |
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| Institution: | ZHANG Yan1,XIONG Jie2(1.Nanguo Business School of Gdufs,Guangzhou 510545,China,2.Management School of Gdufs,Guangzhou 510006,China) |
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| Abstract: | How does the channel power affect the relations between the producer and the channel member？This question has become the focal point of marketing academic studies.This article pays attention to the manufacturer power-using question in domestic marketing channel,discussing how do manufactures use power to coordinate the relations with dealers.Then it enhances the channel satisfaction degree.The research indicated that the non-compulsion strategies of manufacturers can enhance channel members＇ economical and social satisfaction.Threat strategy is in inverse correlation with channel satisfaction. |
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| Keywords: | channel power channel influence-strategy channel satisfaction |
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