Research on Selective Spectrums of Marketing Channel Mode Based on Relational Rent

摘要：

This paper brings forward optimal interval of marketing channel modes selection based on relational rent which is found according to compartmentalization of marketing channel mode and spectrums of relational governance.The research conclusions show the selection of marketing channel mode is affected by asset specificity,transaction complexity and discount rate.Relational rents are one of standards that are used to choose marketing channel mode.The rents of Quasi-market-oriented marketing channel are more than market-oriented and vertical disintegrated Marketing channels.Therefore,it is the ultimate destination and the highest ambit of channels development that setting up a long-term relationship-oriented standard-market-oriented marketing channel.But it is restricted by asset specificity and transaction complexity of choosing high-rent standard-market-oriented marketing channel.In the end,the decision of marketing channel modes selection turn into selecting spectrums based on asset specificity,transaction complexity and relational rent.

关键词： Marketing channel mode Choice Asset specificity

作者: Zhao xiaofei Li Chongguang

作者单位: Business School,Hubei University,P.R.China,430062;Economic& Management School,HuaZhong Agricultural Economic& Management School,HuaZhong Agricultural University,P.R.China,430070

会议类型: 国际会议

会议名称: 第三届产品创新管理国际会议(The 3rd International Conference on Product Innovation Management)

会议地点: 武汉

会议语种:英文

在线出版日期: 2008-10-26（万方平台首次上网日期，不代表论文的发表时间）