Marketing Channels - Interpretation from the Perspective of Relationships

Author: Zhang Jianyu
Publisher:
Publish Date: 2005-12-03
Features: This book focuses on the study of channel relationships, aiming to apply theories such as transaction cost theory and relationship marketing to explore aspects like channel models, governance mechanisms, relational governance, and relational behaviors. It examines how structural differences in relationship elements such as transaction costs, efficiency, power, dependence, trust, commitment, and satisfaction affect channel relationships under different relational structures, thereby arguing that the key to channel management lies in the study of channel relationship management. The book also discusses the dimensions and pathways of implementing channel relationship management. In terms of research methodology, it primarily follows the theoretical paradigms of marketing and transaction cost analysis, employing normative methods to deduce and theoretically infer channel relationships and related issues, while also incorporating relevant empirical data for research.
According to the logical framework of this research design, the structure of the book, with its beginning, development, transition, and conclusion, is divided into the following parts:
1. Channel Relationships: An Urgently Needed Research Topic
2. Channels: A Dynamic Relational System
3. Channel Relationships and Competitive Advantage
4. Channel Relationships: Forms, Characteristics, and Drivers of Evolution
5. Channel Relationships: Governance, Governance Structures, and Governance Mechanisms
6. Channel Relationships: Relational Channel Governance
7. Channel Relationships: Procedures and Methods for Building, Maintaining, and Developing
8. Power and Conflict Behavior in Channel Relationships