| The marketing channel is to impel the products or the service to be used or consumed to a whole set of interdependent organizations smoothly. Marketing channels organize work that transferring from producers to consumers must be finished, and its purpose lies in dispelling the disparity between products and users. If products can't be transferred to consumers in the hand finally, the products will lose value, turns into waste, and it is a kind of great waste to the social resources. It is obvious that the quality of the marketing channel is not only favorable to the sale of manufacturer's products, but also favorable to the effective disposition of social resources.Therefore, we can learn that in the fierce market competition, the marketing channel is playing an extremely important role .The relation of channel members is a key whether channel function can realize. Which kind of channel relation of marketing is established with retail traders, and the mechanism of establishing this marketing channel relation are one important factor that manufacturer achieve success. This text has launched the research in concrete analysis on these two questions.At the first part this text analyses environment' changes of marketing channel, setting about from following four respects:Firstly, the market' supply and demand develop into effective supply in the buyer's market greater than the effective demand, and consumers become rare resources.Secondly, the fierce market competition impels the retailer to increase one's own scale sharply through annexing, chain operation, franchise operation, etc. The concentration degree of the retail business improves greatly.Thirdly, as the trend of global economic integration is strengthened, the difference of marketing channels is reducing day by day between the areas.Fourthly, the consumer demand is demonstrating individualized, diversified characteristics constantly, and the information changed in consumer demand is more and more important to manufacturers.After the changes in the marketing channel environment are analyzed, this text has analyzed the traditional marketing channels, including the traditional mode of marketing channel and it's existing problems, and the defects analysis of traditional relation, thinks the traditional channel relation can not adapt to the new market environment, and puts forward the certainty and urgency that enterprises structure the partner type channel relation at present.The second part of this text investigates theoretics of the partner type channel relation.Firstly it explains basic concepts, such as marketing channel, channel members, the partner type channel relation, etc.Secondly it has introduced the content that the partner type channel relation includes: Common distant view goal, trusting each other, cooperation, sharing of information and interests each other in the action.Again it has proposed that the contact tie of the partner type channel relation is a structural tie, and function of it make that " opportunism " behaviors become channel member non- optimum to choose.Again it divides the partner type channel relation into three levels: key level, middle level, network level.Finally it analyses the characteristic of the partner type channel relation especially: Saving the channel cost and reducing the channel risk, sharing detailed customer's information, the improvement of channel logistics, funds and information flow, good channel controlling, structuring good business reputation degree, reducing or dispelling the channel conflict.The third part of this text has analyzed four kinds of ways to establish the partner type channel relation:Firstly, choosing from the existing trade partners. To manufacturers not setting up the partnership network yet, choosing the suitable partner from the retail traders who have already established the business relation, structuring a partnership of shallow level, progressively deep to develop both sides cooperation are a natural choice and evolution.Secondly, changing the traditional...
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