The Research Of Marketing Channel Relation

This research starts from reviewing the macro environment, background and trend of marketing channel to gain the overview of basic models for channel management. As each model has its own specialties and problems, basically, these problems are all about channel relations. In the practical view, channel relation is about how to get competitive advantages by any firm, and thus should be studied systematically. This article research which relates to the channel, is for utilizing relation marketing theory and transaction cost theory, from the channel external environment, the channel pattern, the government mechanism, the dependent structure, the relational essential factor link which the channel relates obtains, discusses under the different relational structure, relational factor the and so on authority, dependence, trust, pledge structure difference the function relations and the way which relates to the channel, then theoretically promulgates under the different relational structure the general relational mold. In this platform, constructs the strategy using the relational model principle discussion which relates with the maintenance channel, and in the penetration channel relations management opportunism behavior, the trust and the pledge and so on the realistic question analysis, proposed basic mentalities solving these questions.