Study on Strategy of Preventing Opportunism in Marketing Channels

摘要：

Marketing channel management has entered a cooperation era.Cooperation is an important issue in marketing channel management,and opportunism is a vital factor to affect the cooperation.This paper expounds the importance of preventing the opportunism in marketing channel system,analyzes the major causes for opportunism from view of special-purpose quasi-rent of new system economics,and puts forward the solutions of equilibrium strategy,as well as an mechanism within marketing channel system to prevent opportunism.

关键词： marketing channel opportunism and exploitative quasi-rent

作者: SUN Hongjie ZHOU Quan

作者单位: Institute Of Brand Science,Chongqing University Of Arts And Sciences,Chongqing,China ,402160 School of Strategic Planning ,Chongqing Technology and Business University,Chongqing,China,400067

会议类型: 国际会议

会议名称: 2008 International Conference on Lofistics Engineering and Supply Chain(2008物流与供应链管理国际研讨会)

会议地点: 长沙

会议语种:英文

页码: 351-355

在线出版日期: 2008-08-20（万方平台首次上网日期，不代表论文的发表时间）