营销科学学报 ›› 2012, Vol. 8 ›› Issue (4): 1-.

• 论文 •    下一篇

营销渠道如何“无为而治”:渠道政策的制度化机制研究

  

  1. ①李新建,华中农业大学经济管理学院博士研究生、理学院副教授,E-mail:xinjianli.1125@yahoo.com.cn
    ②黄敏学,武汉大学经济管理学院教授、博导, E-mail:ebusiness@whu.edu.cn。
    ③李小玲,中南财经政法大学工商管理学院讲师, E-mail:windy20@126.com。
  • 出版日期:2012-12-01 发布日期:2013-03-20

Running Marketing Channel without Management: The Institutionalization Mechanism of Channel Policy 

  1. LI Xinjian College of Economics & Management,College of Science.Huazhong Agricultural University;
    HUANG Minxue Economics and Management School,Wuhan University;
    LI Xiaoling School of Business Administration,Zhongnan University of Economics and Law.
  • Online:2012-12-01 Published:2013-03-20

摘要:

本文以制度理论为核心,分析厂商应通过何种机制来构建合法性,从而影响渠道政策的推行,并进一步探究了三种合法性对经销商效率和关系行为的影响差异。本文的两个研究分析表明,构建认知合法性能有效地实现“无为而治”的目标,但其形成缓慢,不仅要影响内在理念,还要借力推动。本文研究为制度理论在微观制度化的应用提供了基础。

关键词: 营销渠道, 管理政策, 合法性, 制度化, 政治经济框架

Abstract:

Drawing on the institutional theory, we explore the underlying mechanisms of legitimacy and their different roles to channel efficiency and relationship. The results from tow studies show that, cognitive legitimacy can help the running of marketing channel without management, but it is a slow process, and we should influence the inner beliefs and borrow the forces of other mechanisms. This paper contributes to the literature by exploring the empirical application of institutional theory in marketing channel management at a micro analysis level.

Key words: marketing channel, managerial policy, legitimacy, institutionalization, economy and polity framework