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营销渠道在营销体系中有着举足轻重的作用,人们对其的关注度也越来越高。20世纪初,国外研究者就开始对营销渠道理论的研究,到20世纪中后期研究较为广泛、全面并已经形成体系。20世纪末21世纪初,我国众多研究者逐渐提高了对渠道的重视程度,在国外已有的研究基础之上,结合本国现有国情、企业案例等进一步研究,涌现出了大量优秀的关于营销渠道的文章。本文主要从渠道模式、渠道合作与竞争,以及营销渠道关系这三个大方面较为全面得整合从奠基期起至今的国内外文献,从而提高对读者对营销渠道理论的认知程度。
Marketing channels play an important role in the marketing system, people are paying more and more attention to it. Early 20th century, foreign researchers began to study the theory of marketing channels, to the late 20th century, more extensive, comprehensive and has formed a system. At the end of the 20th century and the beginning of the 21st century, many researchers in our country gradually increased their emphasis on channels. Based on the existing research abroad and further studies on the existing national conditions and business cases in China, a great number of excellent marketing channels have emerged The article. This article mainly comprehensively integrates the domestic and foreign literatures from the foundation of the three major aspects such as channel mode, channel cooperation and competition, and the relationship between marketing channels to improve readers’ understanding of the marketing channel theory.