营销渠道中关系承诺的成因研究

关系营销的理论已经由产业领域和服务业领域推广到整个市场营销的各个领域,也包括了在营销渠道中的应用。渠道成员只有通过相互建立长期持久的关系才能应对当今激烈竞争的市场环境,使全体渠道成员共同获益,而相互的关系承诺则是建立长期关系的关键。本文通过关系营销的理论和相关概念来揭示营销渠道中关系承诺形成的原因,从而对渠道成员获得渠道伙伴的关系承诺和形成长期互利的关系的管理实践提供了理论指导。

Research on the Cause of Formation for Relationship Commitment in Marketing Channel

The application of the theories about relationship marketing has been spread from industry sector and service sector to more domains in marketing, which include marketing channel. Only through the establishment of long-running and sustaining relationship based on members' commitment, can all members in marketing channel face the fierce competition and get the shared benefits. Mutual relationship commitment is key to the long-time relationship. With the theory of relationship marketing and related concepts, this essay reveals the cause of formation for relationship commitment in marketing channel. It provides a theoretical guidance to the management practices how channel members get relationship commitment from partners and establish long-term and mutually beneficial relationship.