营销渠道理论研究的范式演变与最新进展

被引：10

作者：

王颖 ^{[1
]}

王方华 ^{[2
]}

机构：

[1] 上海交通大学

[2] 上海交通大学安泰经济与管理学院

来源：

关键词：

营销渠道; 理论研究; 范式;

D O I：

暂无

中图分类号：

F713.50 [市场学];

学科分类号：

1201 ;

摘要：

本文回顾了营销渠道理论研究的范式的演变过程,从以效率和效益为重心的结构范式到以权力和冲突为重心的行为范式再到以关系和网络为重心的关系范式的演变,提出一个整合了交易和关系、以″交换″为核心概念的营销渠道的理论框架。

引用

页码：23 / 26

页数：4

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