关系型营销渠道

构建关系型营销渠道：一个渠道知识共生网络

Establishment of Relational Marketing Channels : A Channel Knowledge Coexistence Network Reconstructing a New Type of Teacher - student Relationship

这种模式被称之为关系型营销渠道，主要特点就是成员拥有共同的长远目标，彼此信任、相互合作、利益与资源充分共享，在渠道活动中以关系维护发展为核心。

This pattern is known as relational marketing channels , is mainly characterized by members have a common goal , mutual trust , mutual benefit and cooperation , share resources , on channel activities in order to maintain relationship development as the core .

最后针对如何建设关系型营销渠道问题，提出了几点建设性的建议。

Finally , I put forward several points of constructive proposals .

第二章是关系型营销渠道的相关研究评述。

Chapter ⅱ : Review on relevant research .

第三章提出关系型营销渠道模型及其策略，结合典型案例作实证分析。

Chapter ⅲ: Put forward relationship marketing channel model and its strategy and combine the typical case .

第三节提出关系型营销渠道的兴起及其优势。它具有协同效应、分享详细的顾客信息、分享对方企业能力、实现企业能力的递增收益的优势。

Thirdly , the author introduces the relationship marketing channel and its advantages such as sharing the detailed customer information and the enterprise ability .

网络化营销组织和关系型营销渠道的发展，都对传统的渠道关系管理提出了新的挑战，也是渠道关系研究中的一项重要课题。

The development of networking marketing organization and relational marketing channel put forward new challenges to traditional channel relation management , and it is also an important subject about channel relation research .

本文首先综述了西方营销渠道关系理论的研究内容，然后在交易型营销渠道与关系型营销渠道比较的基础上提出了一个构建关系型营销渠道的渠道知识共生网络。

This passage first summarizes relational theories of marketing channel in the West , and then puts forward a channel knowledge coexistence network for establishing relational channels on the basis of comparing exchange channels with relational channels .

最后，通过关系营销渠道理论的研究，强调企业要保持长期的营销渠道优势，需建立关系型的营销渠道战略，探讨了建立关系型营销渠道的方法。

Finally , the author emphasizes that an enterprise should seek long term cooperation with members of marketing channel and integrate marketing channel to keep a sustainable marketing channel advantage through study on relationship marketing channel theory , discusses the approach establishing relationship marketing channel .