ꆶ죭뿆톧ꆷ2007쓪ꆤ뗚21뻭ꆤ뗚3웚(ퟜ뗚93웚)맜샭뿆톧맘쾵쫓뷇뗄펪쿺쟾뗀훎샭믺훆퇐뺿랶킡뻼1,2,돂뫪쏱2(1.쓏뺩닆뺭듳톧펪쿺폫컯쇷톧풺,쓏뺩200052;2.짏몣붻춨듳톧낲첩뺭볃폫맜샭톧풺,짏몣200052)햪튪:럖컶쇋뒫춳탍ꆢ튻쳥뮯뫍맘쾵탍죽샠쟾뗀맘쾵뗄퇝뇤샺돌,첽쳖쇋쟾뗀맘쾵탎돉뗄샭싛믹뒡,늢뛔죽샠쟾뗀맘쾵훐뗄뻟쳥쟾뗀맘쾵탎쪽뷸탐쇋럖컶ꆣ틀뻝쟾뗀맘쾵ꆢ훎샭탐캪뫍좨샻죽룶캬뛈,쳡돶쇋쯄훖쟾뗀맘쾵훎샭믺훆,늢첽쳖쇋룷훖쟾뗀맘쾵쒣쪽쿂쫊뫏톡퓱뗄쟾뗀훎샭믺훆ꆣ맘볼듊:펪쿺;쟾뗀맘쾵;훎샭믺훆훐춼럖샠뫅:F713ꆡꆡꆡꆡ컄쿗뇪쪶싫:Aꆡꆡꆡꆡ컄헂뇠뫅:1001-8409(2007)03-0055-04ResearchonGovernanceMechanisminMarketingChannelBasedonRelationshipViewFANX1,2iao-jun,CHENH2ong-min(&Logistics,NanjingUniversityofFinance&Economics,Nanjing200052;&Management,ShanghaiJiaotongUniversity,Shanghai200052)Abstract:Thepaperanalyzestheevolvingprocessofthethreekindsofchannelrelationshipincludingtraditionalchannelrelationship,,,itproposesfourkindsofgovernancemechanisminchannelrelationshipfromthreedimensionsincludingchannelrelationship,governancecon2ductionandpower,:marketing;channelrelationship;governancemechanismꆡꆡ튻ꆢ틽퇔뗄킭뗷믺훆쒣탍,뻟쳥첽쳖쇋킭뗷헢킩쟾뗀맘쾵뗄뻟쳥닟퓚뒫춳뗄뒹횱쟾뗀맘쾵훐,훆퓬짌뚼쫇ퟷ캪쟾뗀훐뗄싔;ퟮ뫳,뷡뫏훐맺볒뗧탐튵첽쳖쇋쟾뗀맘쾵킭뗷믺훆퓚맜쇬떼헟,쯻쏇뻶뚨닺욷뗄볛룱쮮욽틔벰쟾뗀뗄룷샠믮뚯,뛸샭펦폃짏뗄웴쪾ꆣ쇣쫛짌튪쎴놻뫶싔뗴,튪쎴뻍놻뾴ퟷ쟾뗀뻶닟뗄놻뚯뷓쫜뛾ꆢ쟾뗀맘쾵뗄퇝뇤샺돌헟ꆣ뷼쓪살,튻훖탂뗄쟾뗀뷡릹(벴맘쾵탍쟾뗀)틑뺭풽살뒫춳뗄뎣맦쟾뗀맘쾵쫇평튻쾵쇐뛀솢뗄훆퓬짌뫍럖쿺풽놻룼뛠뗄훆퓬짌뫍쇣쫛짌쯹뷓쫜[1],헢훖쟾뗀맘쾵늻뷶짌ퟩ돉,쎿룶돉풱ퟷ캪튻룶뛀솢뗄쪵쳥ힷ쟳ퟔ짭샻틦뗄ퟮ폐킧붵뗍쇋쟾뗀붻틗돉놾,춬쪱튲복짙쇋쟾뗀돥춻ꆣ훆퓬듳뮯ꆣ뒫춳뗄뎣맦쟾뗀맘쾵춨뎣놻죏캪쫇틔뒿듢뗄뛌웚붻짌뫍쇣쫛짌횮볤돥춻탎돉뗄훷튪풭틲퓚폚쯻쏇퓚쟾뗀훐폐틗캪믹뒡,뛌웚쫐뎡맘쾵듦퓚럇폃닺춶ꆢퟮ뗍탅쾢붻ퟅ늻춬뗄쒿뇪뫍웚췻[2]ꆣ뮻ꆢ뗍쮮욽쿠뮥틀삵쳘헷쿂뗄뻟폐럖샫벼쫵폫횰쓜쾵춳뗄놾컄훷튪첽쳖쟾뗀맘쾵뗄킭뗷믺훆컊쳢,춨맽럖컶쟾떥룶웳튵ꆢ뗍붻틗돉놾늢좱랦춶훎샭믺훆뗈쳘헷,훘쫓떱뗀맘쾵뗄퇝뇤샺돌,늢뛔쟾뗀맘쾵뗄샠탍뷸탐쇋맩쓉;첽쳖잰샻틦,힢틢솦벯훐퓚붻틗볛룱짏,뛸늻맘힢뿍뮧뗄럾컱뫍쇋쟾뗀맘쾵탎돉뗄샭싛믹뒡;퓚듋믹뒡짏,릹붨쇋쟾뗀맘쾵뎤웚맘쾵[3]ꆣ쫕룥죕웚:2006211214믹뷰쿮쒿:맺볒ퟔ좻뿆톧믹뷰훺쿮쒿(70602023)ퟷ헟볲뷩:랶킡뻼(19742),쓐,붭컷쓏닽죋,쓏뺩닆뺭듳톧붲쪦뫍짏몣붻춨듳톧맜샭뿆톧폫릤돌쇷뚯햾늩쪿뫳,퇐뺿랽쿲캪쟾뗀햽싔ꆢ닺튵ퟩ횯;돂뫪쏱(19602),쓐,헣붭듈쾪죋,짏몣붻춨듳톧낲첩뺭볃폫맜샭톧풺뢱풺뎤ꆢ뷌쫚ꆢ늩쪿짺떼쪦,퇐뺿랽쿲캪닺튵ퟩ횯샭싛ꆣꆤ55ꆤ' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
맜샭뿆톧ꆶ죭뿆톧ꆷ2007쓪ꆤ뗚21뻭ꆤ뗚3웚(ퟜ뗚93웚)캪쇋뷢뻶뒫춳펪쿺쟾뗀뗄뿘훆솦뷏죵뫍붻틗럑폃뷏룟놾샭싛뛔쟾뗀맘쾵뗄탎돉뷸탐첽쳖ꆣ뗈컊쳢,튻쳥뮯쟾뗀맘쾵돉캪튻훖탂뗄톡퓱,냼삨훆퓬짌뗄1.풴틀삵샭싛잰쿲헻뫏뫍쇣쫛짌뗄뫳쿲헻뫏,튲벴튻룶ퟩ횯돐떣쟾뗀쇷풴틀삵샭싛죏캪:ퟩ횯볤뗄뒹횱쟾뗀맘쾵쫇뛔늻좷훐훁짙솽룶틔짏뗄럖쿺릤ퟷꆣ훆퓬짌톡퓱튻쳥뮯쟾뗀맘쾵뚨탔뫍틀삵돌뛈뗄햽싔랴펦ꆣ풴틀삵샭싛볙짨ퟩ횯컞램훷튪풴폚쯄룶랽쏦뗄풭틲,벴폃닺ꆢ낲좫컊쳢ꆢ쫊펦탔췪좫뷶뾿ퟔ벺뗄풴뛸듦퓚,틲듋쯻쏇믡훷뚯뗷헻웤뷡릹컊쳢ꆢ벨킧움맀컊쳢[4]ꆣ퓚쫐뎡붻틗맘쾵훐,쟾뗀돉풱캪폫쒿뇪,틔펦뛔뮷뺳뗄톹솦폫늻좷뚨탔,뷸뛸좡뗃ퟩ횯짺듦쇋쪹붻틗맘쾵퇓탸,뿉쓜믡뛔붻틗맘쾵뷸탐쏅춶,죧쒳쯹탨뗄풴ꆪꆪꆪ쳘뇰쫇쏦뛔웤짺듦탨튪뇘탫펵폐뗄맘볼룶럖쿺짌캪죃풱릤쫬쾤뺭쿺믲듺샭뗄쒳훖닺욷뛸퓚풱릤톧풴[5]ꆣ풴틀삵샭싛뗄훷튪볙짨쫇,ퟩ횯캪쇋복짙늻좷뚨쾰ꆢ엠통짏뗄춶뗈뗈,좻뛸,떱룃쟾뗀돉풱뷸탐쇋폃탔뫍맜샭틀삵탔,춨맽폫웤쯻ퟩ횯붨솢헽쪽믲냫헽쪽뗄솪닺춶뫳,폖떣탄뫏ퟷ믯냩틲믺믡훷틥뛸샻폃헢훖춶뗄뫏릹붨쯻쏇뗄붻틗맘쾵,웤솪뫏랽쪽짦벰뚩솢뫏풼ꆢ뫏릫탐캪,폚쫇폃닺뗄낲좫캬뮤컊쳢평듋뛸짺;캪붵뗍폃쮾믲췪좫볦늢뗈ꆣ풴틀삵샭싛뗄훷튪펦폃볛횵퓚폚:퓚닺춶럧쿕,웳튵믡톡퓱튻쳥뮯맘쾵ꆣ쫊펦탔컊쳢틲튻벤샸붨솢ퟩ횯볤맘쾵뗄맘볼잰쳡뇤솿틑횪뗄쳵볾쿂,쯼뿉룶웳튵뗄뻶닟헟쫜떽폐쿞샭탔뗄펰쿬,늻쓜뛔볈뚨뫏풼뷸틔쪶뇰ퟩ횯볤뗄틀삵돌뛈뫍늻좷뚨탔ꆣ탐탞뚩틔쫊펦뇤뮯뗄뮷뺳뛸닺짺,쫊펦탔컊쳢짦벰폐쿞샭2.붻틗돉놾샭싛탔뫍뮷뺳뗄늻좷뚨탔,내헕붻틗럑폃뗄럖컶,뮷뺳뗄늻좷뚨붻틗돉놾샭싛횱뷓듓붻틗돉놾뗄뷇뛈럖컶쇋쟾뗀맘쾵탔풽듳,뗷뷚쫐뎡뫏풼쫊펦뮷뺳뗄돉놾풽룟;캪쇋퓶잿뛔뮷뗄킧싊컊쳢ꆣ붻틗돉놾샭싛죏캪:폃닺춶ꆢ췢늿뫍쓚뺳뗄쫊펦탔,웳튵믡톡퓱튻쳥뮯살붵뗍붻틗럑폃ꆣ벨킧움늿뗄늻좷뚨솽룶틲쯘쫇떼훂붻틗돉놾짏짽뗄훷튪풭틲[6]ꆣ맀컊쳢훷튪풴폚웳튵뗄뻶닟헟틲폐쿞샭탔뗄뻖쿞탔뫍탐캪폃닺춶냼삨뛔쳘뚨붻틗맘쾵뗄짨놸춶뫍죋솦풴뗄늻좷뚨탔뛸늻쓜움맀ꆢ짳뫋ꆢ에뛏붻틗믯냩횴탐뫏풼,듓춶,헢킩춶뻟폐폐탔,컞램훘탂뗷헻ꆣ헢킩쳘탔뻍듸붻틗럑폃살뾴,탐캪뗄늻좷뚨탔풽잿,뛔붻틗믯냩벨킧뷸탐살쇋낲좫탔컊쳢,틲듋,탨튪짨볆뫏샭뗄믺훆틔쿞훆믺믡훷움맀뗄돉놾풽룟,훎샭벨킧움맀컊쳢뗄맘볼쫇쿻돽탐캪뗄틥탐캪닺짺뗄낲좫컊쳢ꆣ췢늿뫍쓚늿뮷뺳뗄늻좷뚨탔쫇횸늻좷뚨탔,뛸뒹횱튻쳥뮯쫇쿻돽탐캪늻좷뚨탔뗄튻훖폐킧퓚붻틗랢짺쪱뻶닟뮷뺳뗄쳘탔,평폚뮷뺳뗄늻좷뚨탔돌뛈랽쪽ꆣ뷏듳,헢뻍탨튪뛔붻틗늻뛏뗷헻틔쫊펦뮷뺳뇤뮯ꆣퟮ뫳,평쟾뗀맘쾵탎쪽평뒫춳뗄뎣맦쟾뗀맘쾵ퟟ쿲튻쳥뮯뗄쟾폚늻좷뚨탔뫍폐쿞샭탔컊쳢,뛔붻틗뗄횴탐킧맻뮹탨튪뷸뗀맘쾵뫍맘쾵쟾뗀탍쟾뗀맘쾵뗄샺돌,뺭샺쇋튻룶평췢냼탐움맀ꆣ붻틗돉놾샭싛훷튪럖컶낲좫캬뮤ꆢ쫊펦탔뗷헻뫍떽ퟔ붨,폖평ퟔ붨떽췢냼뗄퇝뇤맽돌ꆣ뒫춳뗄뎣맦쟾뗀맘벨킧움맀뗄잱퓚돉놾살횱뷓움볛쟾뗀맘쾵뗄킧싊ꆣ쾵틔뛌웚뗄쫐뎡붻틗캪믹뒡,맘쾵탍쟾뗀맘쾵퓲틔쟾뗀쇷3.맘쾵펪쿺샭싛훐뛀솢웳튵뗄뎤웚붻틗맘쾵캪떼쿲,뒫춳뗄펪쿺쟾뗀훐,쇣맘쾵펪쿺샭싛쫇퓚쫐뎡펪쿺샭싛믹뒡짏랢햹웰살뗄탂쫛짌틔쟸폲탔쿺쫛캪쫐뎡,폫훆퓬짌뇈뷏뛸퇔,뻟폐맦쒣샭싛랶쪽,내헕맘쾵펪쿺샭싛,튻룶ퟩ횯뺡맜퓚쒿뇪쫐뎡ꆢ킡ꆢ탐튵든죵뗄쳘뗣,틲뛸붻틗돉놾쿠떱룟;맘쾵탍쟾뗀맘쫐뎡뚨캻틔벰쿠펦뗄펪쿺ퟩ뫏짏ퟶ뗃뫜뫃,떫죔늻쓜놣횤쾵훐,훆퓬짌폫쇣쫛짌횮볤뗄붻틗욵싊붵뗍,붻틗럑폃튲쯦ퟩ횯쓜릻믱뗃뎤웚뗄뺺헹폅쫆ꆣ믱뗃뺺헹폅쫆탨튪틔맘쾵횮붵뗍;뒫춳쟾뗀맘쾵훐뗄쟾뗀돉풱틔쎿듎붻틗뗄쫕틦캪캪믹뒡,춨맽맘쾵펪쿺살쪵쿖ퟩ횯폫ퟩ횯횮볤ꆢퟩ횯폫쿻럑돶랢뗣,맘쾵탍쟾뗀맘쾵퓲틔탅죎폫돐억캪맘볼뇤솿,솦춼헟횮볤뗄뎤웚뮥뚯폫뫏ퟷꆣ맘쾵펪쿺샭싛쳡릩쇋폐볛횵뗄쪵쿖쟾뗀돉풱뗄뎤웚릲춬샻틦ꆣ튻쳥뮯쟾뗀맘쾵틔럀횹뎣럖컶뿲볜뫍폐폃뗄럖컶릤뻟[7],맘쾵뗄릹돉튪쯘폐뫜뛠,맦쟾뗀훐맽룟뗄붻틗럑폃뫍볓잿쟾뗀뿘훆뗄쒿뗄뛸돶쿖,죧맘쾵훐횹돉놾ꆢ맘쾵샻틦ꆢ럖쿭뗄볛횵ꆢ릵춨ꆢ믺믡훷틥탐좻뛸,튻쳥뮯쟾뗀맘쾵뿉쓜닺짺맦쒣늻뺭볃ꆢ뫋탄쓜솦늻춻캪ꆢ탅죎폫돐억뗈,웤훐탅죎폫돐억쫇ퟮ캪맘볼뗄튪쯘,맘돶틔벰맙쇅닣쯹떼훂뗄쿠뛔룟뗄맜샭돉놾뫍퓋ퟷ킧싊뗍쿂쾵훐횹돉놾ꆢ맘쾵샻틦ꆢ럖쿭뗄볛횵ꆢ릵춨ꆢ믺믡훷틥탐캪뗈뗄컊쳢ꆣ틲듋,튻쳥뮯쟾뗀맘쾵퓚닙ퟷ뗄뫏샭탔짏쫜떽훊틲쯘쫇릹붨탅죎폫돐억맘쾵뷡릹뗄뻶뚨틲쯘,쟾뗀쮫랽믡틉,ퟷ캪룼뫏샭뗄룄뷸탎쪽,맘쾵탍쟾뗀볈폐튻쳥뮯킧맻폖평폚맘쾵샻틦풤웚뛸닺짺솪쾵뫍쿠뮥틀삵뗄탋좤ꆣ튻룶ퟩ쎻폐튻쳥뮯뢺떣,돉캪웳튵퓚쪵쪩튻쳥뮯쟾뗀뫳뗄쳦듺탎횯뛔쟾뗀돉풱뗄탅죎횧돖룃ퟩ횯쿠탅쯼뗄쟾뗀믯냩퓚쟾뗀쪽ꆣ평폚닺튵폫쫐뎡쳵볾뗄닮틬,뒫춳쟾뗀맘쾵ꆢ튻쳥뮯쟾맘쾵훐믡ퟱ쫘돐억,돐억틢캶ퟅ튻룶뎤웚맘쾵뗄떼쿲,틢캶뗀맘쾵ꆢ맘쾵탍쟾뗀맘쾵죽훖쟾뗀맘쾵퓚떱잰쫐뎡훐춬쪱ퟅ쟾뗀맘쾵뗄쮫랽쓾뿉컾짼믲럅웺뛌웚샻틦살쪵쿖쮫랽뗄듦퓚,떫쟾뗀퇝뇤뗄ퟜ쳥쟷쫆쫇럇뎣쏷쿔뗄,헢뻍쫇듓틔뛌뎤웚랢햹,뛸컈뚨뗄뎤웚맘쾵믡캪뛔랽듸살뎤웚뗄샻틦[8]ꆣ웚쫐뎡붻틗캪믹뒡뗄뒫춳쟾뗀맘쾵쿲틔뎤웚쫐뎡붻틗캪쯄ꆢ쟾뗀맘쾵쒣쪽럖컶믹뒡뗄튻쳥뮯쟾뗀맘쾵믲맘쾵탍쟾뗀맘쾵ꆣ룹뻝쟾뗀듦퓚뗄죽훖뿉쓜맘쾵,쟾뗀맘쾵뿉틔뮮럖캪죽ꆢ쟾뗀맘쾵탎돉뗄샭싛믹뒡쫐뎡붻틗맘쾵쿂뗄뒫춳쟾뗀맘쾵ꆢ럇쫐뎡붻틗쿂뗄튻쳥뮯쟾뗀맘쾵뗄퇐뺿ퟜ쳥짏뿉틔맩쓉캪뺭볃톧뫍탐캪톧솽쟾뗀맘쾵ꆢힼ쫐뎡맘쾵쿂뗄맘쾵탍쟾뗀맘쾵,죽샠쟾뗀맘쾵샠훷쇷퇐뺿,솽샠퇐뺿뇭쏷,쟾뗀맘쾵탎쪽뗄뻶닟훷튪쳥쿖뗄뻟쳥쒣쪽죧뇭1쯹쪾ꆣ캪돉놾뫍뿘훆솦뗄뻹뫢ꆣ퓚쟾뗀맘쾵뗄솽샠퇐뺿훐,훷튪1.뒫춳쟾뗀맘쾵펦폃붻틗돉놾샭싛ꆢ풴틀삵샭싛뫍맘쾵펪쿺샭싛죽훖믹뗤탍뎣맦쟾뗀맘쾵벴뒫춳뗄쫐뎡뫏풼쿂뗄쟾뗀맘쾵,ꆤ56ꆤ' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
ꆶ죭뿆톧ꆷ2007쓪ꆤ뗚21뻭ꆤ뗚3웚(ퟜ뗚93웚)맜샭뿆톧뿉틔내헕듺쿺폫뺭쿺ꆢ뛠닣듎럖쿺폫쟸폲쿺쫛럖쿺믲쟾뗀뎤뛈ꆢ뿭뛈뫍쏜뛈죽룶뇪ힼ뮮럖ꆣ뇭1ꆡ쟾뗀맘쾵쒣쪽럖컶뒫춳뎣맦쟾뗀맘쾵맘쾵탍쟾뗀맘쾵내듺쿺폫내뛠닣럖쿺폫내쟾뗀뎤뛈ꆢힼ튻쳥뮯뫏ퟷꆢ믯냩탍뺭쿺뮮럖쟸폲럖쿺뮮럖쏜뛈ꆢ뿭뛈뮮럖쟾뗀맘쾵쟾뗀맘쾵τ듺샭훆쟾뗀τ뛠닣듎쟾뗀τ뛀볒럖쿺쟾뗀τ뺭쿺훆쟾뗀τ쟸폲듺샭쟾뗀τ쳘탭뺭펪τ톡퓱탔럖쿺쟾뗀τ쏜벯탍럖쿺쟾뗀τ뫏ꆢ뫏펪럖쿺릫쮾τ훺쿺쟾뗀튻쳥뮯쟾뗀맘쾵훆퓬짌뗄잰쿲튻쳥뮯듳탍쇣쫛짌뗄뫳쿲튻쳥뮯횱쿺쟾뗀믬뫏쟾뗀맘쾵믲뛠쟾뗀τ훆퓬짌럖릫쮾쿂뗄쟸폲뛠볒듺샭훆τ췪좫뗄훆퓬짌횱쿺쟾뗀τ훆퓬짌럖릫쮾쿂뗄쟸폲ퟜ듺τ늻췪좫뗄훆퓬짌튻쳥뮯쟾뗀샭훆ꆡꆡ뒫춳뎣맦쟾뗀맘쾵쿂,쟾뗀돉풱횮볤뗄붻틗뻟폐럇솬뗄샻틦;맘쾵쮫랽퓚쿠춬샭쓮뗄믹뒡짏릹붨돶믹폚탅죎폫탸탔,쿠뮥틀삵돌뛈뷏뗍,늢평볛룱믺훆뻶뚨붻뮻탐캪ꆣ컞돐억뗄뎤웚뫏ퟷ맘쾵;맘쾵쮫랽뮥쿠럖쿭뛔랽뗄쓜솦,쪵쿖싛듓붻틗돉놾ꆢ짧믡붻뮻샭싛살뾴,뮹쫇듓짧믡놾샭싛뫍웳튵쓜솦뗄뗝퓶킧펦ꆣ뺺헹폅쫆뗄맘쾵맛살뾴,뒫춳뎣맦쟾뗀맘쾵뚼듦퓚탭뛠늻ퟣꆣ컥ꆢ쟾뗀맘쾵뗄훎샭믺훆2.튻쳥뮯쟾뗀맘쾵1.쟾뗀맘쾵훎샭믺훆샠탍퓚튻쳥뮯쟾뗀맘쾵훐,웤훐튻룶쟾뗀돉풱퓚쟾뗀쇷훐쟾뗀맘쾵폐튻쳥뮯ꆢ뒫춳탍ꆢ맘쾵탍죽훖쒣쪽,퓚헢죽돐떣훁짙솽룶뷗뛎틔짏뗄럖쿺횰쓜ꆣ튻쳥뮯쟾뗀맘쾵뿉뮮훖쟾뗀맘쾵쒣쪽훐,쟾뗀돉풱뗄쿠뛔좨샻늻튻퇹,닎폫쟾뗀럖캪잰쿲튻쳥뮯ꆢ뫳쿲튻쳥뮯ꆢ횱쿺쟾뗀뫍믬뫏쟾뗀ꆣ훎샭뗄돉풱튲늻춬ꆣ쟾뗀훐뗄쿠뛔좨샻폐솽훖샠탍,튻훖잰쿲튻쳥뮯폖돆캪훆퓬짌튻쳥뮯쟾뗀,벴훆퓬짌쿲럖쫇믹폚웳튵닺좨뗄좨샻,쫇횸욾뷨닺좨쯹뢳폨뗄뫏램탔뛸쿺쇬폲횰쓜뗄잰쿲헻뫏,뿉럖캪훆퓬짌럖릫쮾쿂쟸폲뛠볒닺짺뗄튻랽쟾뗀돉풱뛔쇭튻랽쟾뗀돉풱뗄풼쫸솦;쇭튻훖듺샭훆뫍쟸폲ퟜ듺샭훆ꆣ쯦ퟅ늿럖쇣쫛짌뗄톸쯙웰,튻쫇믹폚웳튵폅쫆뗄좨샻,횸쟾뗀훐뗄튻랽돉풱틲헆컕맘볼킩듳탍쇣쫛짌뾪쪼탎돉뫳쿲튻쳥뮯쟾뗀,벴듳탍쇣쫛짌듓풴뛸닺짺뗄뛔쇭튻랽뗄펰쿬솦ꆣ뛸쟾뗀훐훎샭탐캪뿉틔쇣쫛훕뛋쿲엺랢뮷뷚퇓짬,춬쪱돐떣쇣쫛폫엺랢ꆢ엤쯍뗈럖럖캪떥뇟훎샭뫍쮫뇟훎샭,떥뇟훎샭쫇횸쟾뗀훐뗄튻랽돉쿺횰쓜,붫풭살평뛀솢뗄럖쿺ퟩ횯믲훆퓬짌튻쳥뮯쟾뗀훐풱훷뚯닉좡훎샭듫쪩,뛸쇭튻랽뒦폚놻뚯뷓쫜뗄캻훃;쮫뇟뗄평훆퓬짌돐떣뗄엺랢횰쓜쓉죫듳탍쇣쫛짌떥튻ퟩ횯쓚훎샭쫇횸쟾뗀돉풱쮫랽릲춬킭짌훆뚨럻뫏쮫랽샻틦뗄쟾뗀늿ꆣ캪쇋뛔쿻럑헟뗄탨튪ퟷ돶톸쯙뗄랴펦,늢붵뗍쟾뗀돉쎬뛜킭뗷럀랶ꆣ놾ꆢ퓶잿뺺헹솦,닺짺쇋쟾뗀뇢욽뮯뗄탨튪,뎹뗗뗄뇢욽뮯틀뻝쟾뗀맘쾵ꆢ훎샭탐캪뫍좨샻죽룶캬뛈,뿉틔퇜짺돶뻍탎돉쇋횱쿺쟾뗀,뗤탍횱쿺쟾뗀냼삨췪좫뗄훆퓬짌횱쿺쯄훖쟾뗀맘쾵훎샭믺훆,벴믹폚웳튵닺좨뗄떥뇟좨샻훎샭쟾뗀ꆢ늻췪좫뗄훆퓬짌튻쳥뮯쟾뗀탎쪽ꆣ믺훆ꆢ믹폚웳튵폅쫆뗄떥뇟좨샻훎샭믺훆ꆢ믹폚좨샻뛔뗈뗄튻쳥뮯쟾뗀뻟폐뿘훆뗄폅쫆,떫튪쟳웳튵폐뷏듳뗄맦웵풼탍떥뇟훎샭믺훆ꆢ믹폚좨샻뛔뗈뗄맘쾵맦랶탍쮫뇟훎쒣,뎣맦쟾뗀쓑틔뿘훆떫좴쓜듯떽뷏듳뗄쫐뎡뢲룇쏦ꆣ캪샭믺훆,죧춼1쯹쪾ꆣ쇋믱뗃헢솽훖쟾뗀뗄폅쫆,뫜뛠웳튵톡퓱튻쳥뮯쟾뗀뫍뒫춳뎣맦쟾뗀믬뫏쪹폃ꆣ3.맘쾵탍쟾뗀맘쾵맘쾵탍쟾뗀냼삨ힼ튻쳥뮯쟾뗀맘쾵뫍뫏ퟷꆢ믯냩탍쟾뗀맘쾵솽훖훷튪탎쪽ꆣힼ튻쳥뮯쟾뗀맘쾵횸뻟폐튻쳥뮯킧맻뗄럇튻쳥뮯쟾뗀ퟩ횯,헢훖쟾뗀훐뗄룷룶돉풱쫇쿠뮥뛀솢뗄,떫쫇춨맽쒳훖킭틩낲업,ힼ튻쳥뮯쟾뗀맘쾵폐쳘탭뺭펪ꆢ뫏폫뫏펪럖쿺릫쮾솽훖뻟쳥탎쪽ꆣ뫏ퟷꆢ믯냩탍쟾뗀맘쾵횼퓚쳡룟헻쳵쟾뗀뗄훊솿뫍킧싊,퓚놣횤훆퓬짌ꆢ훐볤짌쮫펮뻖쏦뗄쟩뿶쿂,쟾뗀돉풱쿠뮥듓췅뛓뗄뷇뛈살샭뷢뫍퓋ퟷ뗄쿠뮥맘쾵,틔쮫쿲릵춨ꆢ쿠뮥킭ퟷꆢ맘쾵뗄뎤웚떼믹폚웳튵닺좨뗄떥뇟좨샻훎샭믺훆훷튪풴폚쟾뗀훐쿲ꆢ쪵쿖쮫펮캪믹뗣살볓잿뛔쟾뗀뗄뿘훆솦,캪쿻럑헟뒴퓬뗄튻랽뛔쇭튻랽펵폐쯹폐좨뛸닺짺뗄뿘훆좨샻,듋좨샻듦룼뻟폐볛횵뗄럾컱ꆣ웤볛횵훷튪뇭쿖캪:훆퓬짌뫍럖쿺짌퓚폚ퟝ쿲튻쳥뮯쟾뗀맘쾵뫍ힼ튻쳥뮯쟾뗀맘쾵훐뗄쳘탭킭탎돉킭춬킧펦,늢쓜쪹쮫랽퓚뇋듋탅죎뗄믹뒡짏믱좡룼룟틩쒣쪽훐ꆣ샽죧,몣뛻샻폃웤잰쿲튻쳥뮯뷸탐럖컶,춨맽닺ꆤ57ꆤ' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
맜샭뿆톧ꆶ죭뿆톧ꆷ2007쓪ꆤ뗚21뻭ꆤ뗚3웚(ퟜ뗚93웚)좨쯹뢳폨뗄뫏램좨ꆢ붱샸좨뛔쟾뗀뷸탐뿘훆;솪쿫뗧쓔샻폃쟾뗀돉풱믡붫웵풼훎샭뫍쯹폐좨뿘훆뷡뫏웰살믲헟붫웵풼쳘탭뺭펪쒣쪽뛔쳘탭뺭쿺짌뷸탐뿘훆,뛔웤쫛볛벰쳡릩럾킭뗷뫍맘쾵맦랶뷡뫏웰살쪹폃(,etc,컱쮮욽뷸탐풼쫸ꆣ[11]2000)ꆣ믹폚웳튵폅쫆뗄떥뇟좨샻훎샭믺훆쫇뒫춳쟾뗀맘쾵쒣쇹ꆢ뷡싛쪽훐맣랺닉폃뗄훎샭믺훆,튲쫇ퟮ죝틗닺짺쟾뗀돥춻뗄튻쯦ퟅ훆퓬짌폫럖쿺짌뗄쿠뛔뗘캻뗄뇤뮯,훆퓬짌폫럖훖훎샭믺훆,퓚룃훖쟾뗀훎샭믺훆훐,쟾뗀훐뗄튻랽샻폃놾쿺짌횮볤탎돉뗄쟾뗀맘쾵튲퓚늻뛏퇝뇤,뛸쟾뗀맘쾵뗄킭짭뗄욷없ꆢ췸싧ꆢ탅쾢뗈랽쏦뗄폅쫆뛔쇭튻랽뷸탐뿘훆ꆣ샽뗷쫇쟾뗀킧싊뗄맘볼ꆣ놾컄첽쳖쇋쟾뗀맘쾵평뒫춳쟾뗀맘죧,맺쏀욾뷨웤욷없뫍췸싧폅쫆,뛔떥룶볒뗧훆퓬짌뷸탐떥쾵ퟟ쿲튻쳥뮯뗄쟾뗀맘쾵,퓙평튻쳥뮯쟾뗀맘쾵쿲맘쾵탍뇟훎샭,떼훂탭뛠볒뗧훆퓬짌폫맺쏀뗄쎬뛜죕틦쿔훸ꆣ쟾뗀맘쾵뗄퇝뇤샺돌,쟾뗀맘쾵뗄퇝뇤샺돌뺭샺쇋튻룶평믹폚좨샻뛔뗈뗄웵풼탍떥뇟훎샭믺훆쫇횸쟾뗀돉풱퓚췢냼떽ퟔ붨ꆢ폖평ퟔ붨떽췢냼뗄퇝뇤맽돌ꆣ쟾뗀맘쾵탎돉좨샻뛔뗈뗄믹뒡짏,틔웵풼뗄랽쪽풼뚨붻틗쳵볾ꆢ붻틗맘뿉틔듓탐캪톧뫍뺭볃톧솽룶랽쏦뷸탐퇐뺿,웤샭싛믹뒡냼쾵ꆢ퓋ퟷ맦퓲,늢틔듋캪틀뻝뛔쟾뗀맘쾵뷸탐훎샭,룃믺훆삨붻틗돉놾ꆢ풴틀삵뫍맘쾵펪쿺죽훖샭싛ꆣ듋췢,놾컄틀듦퓚폚뒫춳탍쟾뗀맘쾵뫍맘쾵탍쟾뗀맘쾵훐ꆣ뻝듓쟾뗀맘쾵ꆢ쟾뗀훎샭뗄닎폫랽틔벰쟾뗀훎샭훐뗄좨샻믹폚좨샻뛔뗈뗄맘쾵맦랶탍쮫뇟훎샭믺훆쫇횸쟾뗀돉퓋폃죽룶랽쏦쳡돶쇋쟾뗀맘쾵뗄쯄훖훎샭믺훆,벴믹폚웳풱퓚좨샻뛔뗈뗄믹뒡짏,쟾뗀쮫랽릲춬닎폫맘쾵뻶닟뗄훎튵닺좨뗄떥뇟좨샻훎샭믺훆ꆢ믹폚웳튵폅쫆뗄떥뇟좨샻훎샭믺훆ꆣ맘쾵맦랶훎샭믺훆쫇틔볛횵죏춬뫍맘쾵맦랶캪뫋샭믺훆ꆢ믹폚좨샻뛔뗈뗄웵풼탍떥뇟훎샭믺훆ꆢ믹폚좨샻뛔탄뗄훎샭믺훆,퓚헢훖믺훆쿂,쟾뗀쮫랽뷓쫜늢ퟱ쫘릲춬뗄뗈뗄맘쾵맦랶탍쮫뇟훎샭믺훆,늢첽쳖쇋룷훖쟾뗀맘쾵쒣볛횵맦랶,늢퓚듋믹뒡짏릹훾뎤웚쟾뗀쮫뇟맘쾵ꆣ쪽쿂쫊뫏톡퓱뗄쟾뗀훎샭믺훆,평폚늻춬훎샭믺훆폐ퟅ웤2폅쫆뫍늻ퟣ,풽살풽뛠뗄쟾뗀돉풱닉폃솽훖믲솽훖틔짏뗄.쟾뗀맘쾵뗄훎샭믺훆톡퓱퓚뒫춳뗄쟾뗀맘쾵훐,듦퓚쟾뗀좨샻뛔뗈뫍늻뛔뗈솽뿧믺훆뗄훎샭믺훆살룼캪폐킧뗘맜샭쟾뗀맘쾵ꆣ떱잰탭뛠훖쟩뿶ꆣ죧맻쟾뗀쮫랽좨샻늻뛔뗈,벴쟾뗀튻랽뛔쇭튻랽탐튵뗄쟾뗀맘쾵돥춻죕틦쿔훸,쳘뇰쫇퓚볒뗧탐튵,틲듋놾폐쏷쿔뗄웳튵폅쫆,쟾뗀맘쾵훐펵폐좨샻뗄튻랽믡닉폃ꆰ믹컄쯹쳡돶뗄훎샭믺훆뗄퇐뺿췻쓜캪볒뗧탐튵쟾뗀쎬뛜뗄뷢폚웳튵폅쫆뗄떥뇟좨샻훎샭믺훆ꆱꆣ죧맻쟾뗀쮫랽좨샻쫇뻶쳡릩뷨본뗄쮼슷ꆣ뛔뗈뗄닎뾼컄쿗:,쟾뗀쮫랽뿉닉폃ꆰ믹폚좨샻뛔뗈뗄웵풼탍쮫뇟훎샭믺훆ꆱ,쮫랽춨맽릫욽뫏샭뗄붻뮻쳵볾듯돉뛌웚붻틗웵풼[1]헅붣폥.맘쾵탍쟾뗀:튻훖죕틦쿔쿖뗄쟾뗀뷡릹[J].닆쎳뺭,틔놣횤붻틗뗄쇩믮탔뫍킧싊ꆣ볃,2005,10:64-67.퓚ퟝ쿲튻쳥뮯쟾뗀맘쾵훐,훷튪뗄쟾뗀맘쾵훎샭믺훆[2]BartonWeitz,쫇ꆰ믹폚웳튵닺좨뗄떥뇟좨샻훎샭믺훆ꆱ,춬쪱튲틔쓚뮯폚Channels:AMarketingPerspective[J].TheAntitrustBulletin,2004.웳튵컄뮯훐뗄볛횵죏춬뫍맘쾵맦뮮,뛔떥쿲좨샻퓋폃뿉쓜[3]Dyer,H,Singh,:CooperativeStrategy퓬돉뗄컊쳢뷸탐쮫뇟탞뢴ꆣ쟾뗀맘쾵훎샭뗄죎컱쫇춨맽벤andSourceofInterorganizationalCompetitive[J].AcademyofMan2샸폫볠뚽,킭뗷닣벶횮볤뗄믮뚯,놣횤맜샭횸쇮뗄쪵쪩,쪵agementReview,1998,24(2):185-186.쿖쟾뗀뗄킧싊뫍돉놾쒿뇪ꆣ쯤좻퓚튻쳥뮯쟾뗀맘쾵훐,닣[4]ErinAnderson,벶쓚늿튲듦퓚웵풼맘쾵,떫헢훖웵풼맘쾵쫇쟾뗀쯹폐좨뗄tainCommitmentinDistributionChannels[J].JournalofMarketing펵폐헟뗄떥쿲탐캪ꆣResearch,1992:18-34.퓚맘쾵탍쟾뗀맘쾵훐[5]Heide,,쯦ퟅ쟾뗀붻틗맘쾵평욵싊뗍쿲욵싊룟뗄랽쿲랢햹,쟾뗀맘쾵뗄훎샭믺훆평ꆰ믹폚좨샻뛔뗈nels[J].JournalofMarketing,1994,58:71-85.뗄웵풼탍쮫뇟훎샭믺훆ꆱ믡훰붥쿲ꆰ믹폚좨샻뛔뗈뗄맘쾵[6]낮쇕ꆤ낲뗂즭.붻틗돉놾폫쫐뎡펪쿺[M].짏몣닆뺭듳톧돶냦짧,-182.맦랶탍쮫뇟훎샭믺훆ꆱꆣ떱웳튵틀췐욷없뫍맜샭폅쫆뷸탐[7]MorganRM&-TrustTheoryofRela2쳘탭뺭펪붨솢뻟폐튻쳥뮯킧맻뗄쟾뗀맘쾵쪱,탨닉폃ꆰ믹폚tionshipMarketing[J].JournalofMarketing,1994:24-38.웳튵폅쫆뗄떥뇟좨샻훎샭믺훆ꆱ;떱웳튵퓚쿠뮥틀삵뗄믹뒡[8]BartonAWeitz,짏붨솢뫏ퟷ맘쾵ꆢ믯냩맘쾵ꆢ럖쿺솪쏋ꆢ맦랶맘쾵쪱,탨틔butionChannels[J].JournaloftheAcademyofMarketingScience,ꆰ믹폚좨샻뛔뗈뗄웵풼탍쮫뇟훎샭믺훆ꆱ캪믹뒡,틔퓶잿뛔1995:305-320.뮷뺳뗄쫊펦탔,춬쪱탨닉폃ꆰ믹폚좨샻뛔뗈뗄맘쾵맦랶탍쮫[9]Ulrich,David&:Re2뇟훎샭믺훆ꆱꆣsourceDependence,EfficiencyandPopulation[J].Academyof퓚뒫춳쟾뗀맘쾵ꆢ튻쳥뮯쟾뗀맘쾵뫍맘쾵탍쟾뗀죽훖ManagementReview,1984:471-481.[10]Heide,[J].쟾뗀맘쾵훐,췹췹늻뷶횻닉폃떥튻뗄쟾뗀훎샭믺훆,뛸쫇닉Marketing,2003,18:18-29.폃솽훖믲솽훖틔짏뗄뿧믺훆뗄훎샭믺훆ꆣ뿧믺훆훎샭횮쯹[11]JosephPCannon,RavisAchrol&,틔뇘튪,쫇틲캪쎿튻훖훎샭믺훆뚼뛔쟾뗀맘쾵닺짺헽쏦뫍NormsandPluralFormGovernance[J].JournaloftheAcademyof뢺쏦뗄킧맻[9],평폚늻춬훎샭믺훆뗄늻춬펰쿬,쟾뗀돉풱뿉MarketingScience,2000,28:180-194.틔퓋폃뛠훖훎샭믺훆살룼캪폐킧뗘맜샭쟾뗀맘쾵[10],춨뎣(퓰죎뇠벭:헅뺩믔)ꆤ58ꆤ' 1994-2014 China Academic Journal Electronic Publishing House. All rights reserved.
