营销渠道市场营销论文范文:简谈跨组织视角下的营销渠道治理：制度环境的影响论文[Abstract]Researchesonmarketingchannelsconstituteanimportantpartofmarketingresearch.Withthechangeofthecompetitivesituationsinthemarketsandthedevelopmentofthemarketingtheories,thefocusofthemarketingchannelsresearchchangedfromemphasizingonefficiencyandbenefitstopowerandconflicts,andthentorelationshipandal1ianceaswellasnetworking・Mostofthepreviousmarketingchannelstudieshaveappliedanefficiency-basedtaskenvironmentperspectiveandlargelyoverlookedalegitimacy-basedinstitutionalenvironmentapproachinstudyingtheprocessofchannelgovernance.Tnthepaper,Tproposethatmarketingchannelisakindofinstitutionalarrangementand---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---inter-organizationalrelationshipinthenature.Socompaniesmustpayattentiontothedegreeofacceptanceandagreementoftheirdecisionsandbehaviorswhentheyaregoverningmarketingchannels.Thepaperfirstreviewsprevioustheoriesandstudiesonmarket!ngchannelgovernanceandinter-organizationalrelationships・Theauthorabsorbsvaluableideasfromthemandproposesatheoreticalframeworkandsomepropositions,andcxplainsandteststheframeworkandthepropositionsthroughtwocasestudies・［摘要］营销渠道研究是营销研究的一个重要组成部分。随着市场中竞争性环境的变化以及营销理论的发展，营销渠道研究的关注点从强调效率和利益转向强调权力和冲突，进而转向联网以及关系和联盟。在研究渠道治理过程方面，以往的营销渠道研究大多采用以效率为基础的任务环境视角，而在很大程度上忽视了以合理性为基础的制度环境策略。本文提出，营销渠道从本质上说是一种制度安排和跨组织关系。因此，企业在治理营销渠道时，必须关注其决策和行为的接受度与认可度。本文先是回顾了营销渠道治理和跨组织关系方面的理论与研究，进而从中吸收有价值的观点，提出了理论框架和一些命题，并通过两则案例研究进行解释和检验。［Keywords］MarketingChannels;Inter-OrganizationalPower；TheInstitutionalEnvironment［关键词］营销渠道；跨组织能力；制度环境A［］1005-6432(2014)5-0008-101INTRODUCTIONWilkinson(2001)dividesstudiesaboutmarketingchannelsintothreestages：---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---channelstructures,channelbehaviors,andchannelrelationships・Inthefirststage,researcherstriedtofindoutwaysofoptimizingtheefficienciesandbenefitsofmanagingmarketingchannels・Inthesecondstage,researcherstriedtounveilthepowerandconflictbetweenchannelmembers・Inthethirdstage,researcherstriedtofindoutwaysofreducingoreliminatingopportunisticbehaviorsthroughmutualcommitmentandhonest・Actually,somescholarshadbeguntostudymarketingchannelsfromtheperspectiveofnetworkgovernance.Inmostofthesestudies,manyscholarshaveusedthepoliticaleconomyframework(Achrol,ReveandStern,1983；Frazier,1999；Hutt,MokwaandShapiro,1986,SternandRove,1980).Scholarsimplicitlyhaveascribedactivechoicebehaviortocharmelmemberswhilestressingefficiencyingoverningchannelrelationships・Theyhaveconsideredtheimplicationsofenvironmentaluncertaintyordependeneeonenvironmentalresourcesfordyadicchannelrelationships(suchasconf1ictsandcooperation,Dwyer,SchurrandOh,1987),powerbalances(suchaspower-dependencerelationships,Frazier,1983),andrelationshipswithentitiesoutsidethedyads(suchasregulatorsandotheractors,Dutta,Heidea---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---ndBergen,1999)fromtraditionaleconomicefficiencyperspectives・Intheprocess,scholarshavelargelyoverlookedtheubiquitousinfluencesoftheinstitutionalenvironmentsandhowinter-organizationalrelationshipssuchasmarketingchannelsareembeddedinthelargersocialcontext(Granovetter,1985；GrewalDharwadkar,2002).Recentadvancesinorganizationtheorysuggestthatorganizationsstriveforbotheconomicfitness,whichemphasizesthecompetitionforscarceresourcesandunderscorestheimportaneeofthetaskenvironment,andsocialfitness,whichstressesthepursuitoflegitimacyintheeyesofimportantsocietalstakeholdersandpinpointthesignificanceoftheinstitutionalenvironment.---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---