Control In The Marketing Channel And Control Instead

The marketing channel means that a certain goods or the labor service are from producers ( manufacturer), obtain the goods or organizations and/or individuals of ownership of labor service when shifting to consumer (user ). Here, the subject of the marketing control and control instead only indicated producer and trade companies. Their final purpose of controlling marketing channel is pursuing the economic benefits maximizing however they are initiative or forced. The main Variables that affect the degree of marketing channel controlling and controlling instead are marketing channel governance, marketing channel power, marketing channel communication and marketing channel trust. And they are named control foundations in this thesis .The members in the marketing channel can improve their control on marketing channel by investing the aforesaid four control foundations in the long term. Furthermore, the improvement of control among the marketing channel members is favorable to promoting the marketing channel members to cooperate. And this is helpful to improve the performance of the marketing channel.Based on the knowledge of marketing and economics of the transaction cost, the article have explained in detail that influences the function principle and interreaction of several main variables of the channel control. In addition, the article have also set up marketing channel and controlled it with the simple conceptual model that is controlled instead , producer and trade company is it make analysis and summarize with behavior phenomenon that control instead to control to of our country marketing channel, announce I state-run to sell channel subject control with controlling reasonning and current situationing of relation instead, help me to be state-run to sell producer of channel can is it get history is it examine oneself closely in today these specific historical stage to come with trade company with dialectical height to stand Should it knows to be should be.