【作者】 许利华；

【导师】 钟育赣；

【作者基本信息】 暨南大学 ， 企业管理， 2004， 硕士

【摘要】 从上世纪90年代开始，渠道关系的研究正逐步成为理论研究的热点。本文旨在将关系营销的基本理论应用到渠道关系管理中来，创建渠道关系中生产商与中间商合作、协同的关系，从而解决渠道中的冲突，减少交易成本，提高交易的效率。本文主体共分为四个部分：第一部分介绍丁关系营销的基本理论。本部分首先从制度经济学的角度论证利用关系开展交易活动的经济性，并阐述丁关系营销的一些基本理论知识，为渠道关系管理提供方法论指导，最后本部分结合中国的实际论证丁关系营销在我国的适用性。第二部分论证了渠道关系理论。首先阐述了渠道、渠道关系、渠道成员的一些基本内涵，界定了渠道关系管理的范畴，然后分析了渠道关系管理中所涉及到的一些基本的变量，最后介绍了国内外渠道行为理论研究的现状。第三部分对渠道关系内的关系营销的应用策略进行了分析。首先本部分利用博弈论、委托-代理人机制分析了利用关系营销进行渠道关系管理的机理，其次，本部分结合渠道关系生命周期理论，论证了渠道关系发展不同阶段的策略。第四部分通过OliVer公司、惠普、联想、P&G等国内外企业将关系营销应用在渠道关系管理中的成功案例来论证其理论和实践的可行性。更多还原

【Abstract】 Since 1990s, the study of Channel Relationship has been the hot topic of the economy theory. It is this paper’ s purpose to adopt the principle of Relation Marketing in the management of channel relationship, build the corporative and coordinated relation between producer and intermediate, and, therefore, to assail the conflict in the channel, reduce the trade cost and improve the deal efficiency. There are four parts in the article, such as follows : in the first section, the principle of relation marketing is introduced. Firstly, the economy of using relationship to develop trade activity is demonstrated from the angle of system of economics, and some cardinal theories of Relation Marketing , which provide methods direction for the management of Channel Relationship , is expounded, Finally , this section will prove the applicability of Relation Marketing in China in the light of Chinese specific conditions. In the second section, the theory about Channel Relationship will be demonstrated. Firstly, the basic concepts of what are Channel, Channel Relationship and Channel Members will be expounded, the category of management of Channel Relationship will be defined, then , some foundational variations related to the management of Channel Relationship will be analyzed , then , some foundational variations related to the management of Channel Relationship will be analyzed , and .finally , the status quo of the Behavior Theory on Channel, both home and abroad , will be introduced. In the third section, the tactics of the application of Relation Marketing among channels will be analyzed. Firstly, Game Theory and Trust and Agency system will be used to analyze the mechanism which is taking advantage of Relation Marketing to manage the channel relationship. Secondly, the tactics in different stages of Channel Relationship will be demonstrated according to Life Period Theory of Channel Relationship. In the fourth section, the successful case about how the companies , home and abroad, such as Oliver, HP. levon, P&G , to use Relationship Marketing in Channel Relationship is feasibility both in theory and at practice.更多还原