营销渠道成员行为的整合模型

合作、权力和冲突以及它们之间的关系历来为国外营销学者所关注。本文将着重介绍几个行为模型来加深对营销渠道系统管理的认识。合作、权力和冲突都是有助于加深理解营销渠道管理的概念，这三个概念和它们之间的关系为制定渠道管理策略和解决渠道中的问题提供了理论框架。本文首先通过对渠道中的合作、权力和冲突进行详细的阐述，进而推导出渠道成员整合的行为模型，在此基础上着手规划垂直渠道系统的营销策略。

An Integrated Model of Channel Member Behavier

Channel cooperation,power,conflict and relationships of them have been an important area of research in marketing.In this paper,Cooperation,power and conflict relationships between firms in the channel system are been examined.Several behavioral model on these relationships are introduced to offer useful insights into the management of the channel system.Each of these concepts and their interrelationships can provide a framework to plan managerial strategies and to solve channel problems.This framework can simplify reality,can make vague relationships more precise through specification of the important factors, and can stimulate new hypotheses on the functioning of the channel system.Model on cooperation,power and conflict will clarity and help to explain the important relationships.These models will be integrated into a more encompassing model which will combine the primary concepts and interrelationships into a unified framework.This integrated model will benefit marketers who have to predict,explain and control the actions of channel members.On the basic of this integrated model,channel member can develop the marketing channel strategy for the vertical marketing system.