基于共生视角的营销渠道构建:内涵、模型与机制

    Construction of Marketing Channels in View of Symbiosis:Content, Model and Mechanism

    • 摘要: 人类社会正迈入一个“多元共生的时代”。从共生理论视角来看,渠道链中各成员之间的关系取向实质上是一种建立在供需基础上的相互依存、相互作用的和谐共生关系。和谐共生关系的形成,是渠道成员相互博弈的结果。营销渠道和谐共生模型是和谐共生关系提升渠道整体竞争优势的微观解理,即:过建立共生能量分配、共生对象选择和共生能量使用等机制,确保渠道成员的公平与稳定、互补与协同、量的扩张与质的提高,进而增加渠道共生能量,实现渠道成员共同进化。

       

      Abstract: The human society is entering an "age of diverse symbiosis". According to the symbiosis theories, the marketing channel member relation substantially is a kind of harmonious symbiosis relation that mutually depends on, interaction foundation on the supply and demand .The symbiosis relation is a result of the game of the channel member; and the marketing channel harmonious symbiosis model is tiny view of harmonious symbiosis relation promoting the channel competitive advantage. That is to say, realizing the member's common evolution requires the following steps: constructing the cooperation mechanism between symbiosis energy allotment, symbiosis object choice and symbiosis energies use, insuring the channel member with fair and stable,complement and collaboration,amount-increased and quality-raised, and finally increasing the channel symbiosis energy.

       

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