The Research On Partner Marketing Channel-Relationships

In the intense market competition, more and more enterprises concentrate on the marketing channel strategy, and take it as the key aspect of the gain lasting competitive advantage. One the Viewpoint of the long-term competitive advantage development, the strategy of concentrating in building powerful relational marketing is to be able extremely effective. The main reason is that it's difficult for the competitors to imitate such relationship. In the marketing channel strategy, the marketing channel relationship is a core question. Which type of the marketing channel relationship do we should to establish? How to establish and manage the marketing channel relationship? These are become the important object of study and research. Many foreign and domestic scholars have conducted the thorough research to this aspect, but the majority research is based on the angle of behavior study. The author thought it has the necessity to carry on the thorough analysis and the research from the economic angle to the marketing channel relationship. Discussing that which type of the marketing channel relationship do we should to establish, how to establish and manage the marketing channel relationship. Thus enables the marketing channel to achieve long-term is highly effective, can bring the competitive and continues advantage for the channel member enterprise.This article is written on the base of marketing channel theory and the marketing channel relationship theory, has profited from the domestic and foreign fundamental research achievement, compared with the good and bad points which each type of different extant marketing channel relationship. In this foundation, we have analyzed the development of the overseas marketing channel relationship, understood to the channel levels shorten tendency. Considering the domestic marketing channel relationship present situation, we raise the establishment partner marketing channel relationship conception. In order to explain the partner marketing channel relationship strategy could give the competitive advantage to the channel member enterprise, the author using economic theory such as the game theory, transaction cost theory, price theory to analysis and discuss the cooperation partner model between retailer and manufacturer, and obtained the conclusion that establishing partner marketing channel relationship regardless of to the manufacturer or retailer all were the best strategic choice. Finally, this article discuss the constructed aspects such as thought foundation,...