哈尔滨工业大学学报：社会科学版
哈爾濱工業大學學報：社會科學版
합이빈공업대학학보：사회과학판
Journal of Harbin Institute of Technology(Social Sciences Edition)
2006年
6期
99~102
,共null页
渠道管理 关系导向 差异优势
渠道管理 關繫導嚮 差異優勢
거도관리 관계도향 차이우세
Channel Management ; Relationship Oriented ; Differentia Advantage
市场营销的渠道管理经历了生产导向、产品导向、客户导向的发展阶段，正朝关系导向发展。关系导向主张渠道成员之间、渠道与顾客之间关系紧密、信息畅通、利益共享。它通过同时满足市场营销渠道每个环节上的需求来让渡交换价值，并通过使顾客满意与顾客建立长期的关系而创造利润。通过关系导向渠道成员可以获得差异优势，主要表现为创新优势、服务优势、柔性优势，为建设关系导向的渠道管理，渠道成员必须坚持创新、激励、信息沟通和企业文化的认同。
市場營銷的渠道管理經歷瞭生產導嚮、產品導嚮、客戶導嚮的髮展階段，正朝關繫導嚮髮展。關繫導嚮主張渠道成員之間、渠道與顧客之間關繫緊密、信息暢通、利益共享。它通過同時滿足市場營銷渠道每箇環節上的需求來讓渡交換價值，併通過使顧客滿意與顧客建立長期的關繫而創造利潤。通過關繫導嚮渠道成員可以穫得差異優勢，主要錶現為創新優勢、服務優勢、柔性優勢，為建設關繫導嚮的渠道管理，渠道成員必鬚堅持創新、激勵、信息溝通和企業文化的認同。
시장영소적거도관리경력료생산도향、산품도향、객호도향적발전계단，정조관계도향발전。관계도향주장거도성원지간、거도여고객지간관계긴밀、신식창통、이익공향。타통과동시만족시장영소거도매개배절상적수구래양도교환개치，병통과사고객만의여고객건립장기적관계이창조리윤。통과관계도향거도성원가이획득차이우세，주요표현위창신우세、복무우세、유성우세，위건설관계도향적거도관리，거도성원필수견지창신、격려、신식구통화기업문화적인동。
Channel management has experienced some steps： such as manufacture oriented, product oriented, customer oriented and developing to the relationship oriented. Relationship oriented should be tight relationship, smooth message, and common profit between channel members. It can give exchange value through meet the demand of every channel member, also can create profit through satisfied the customers. By relationship oriented management, channel member can make differentia advantage： innovation advantage, service advantage and flexible advantage. So, to build the relationship oriented channel management, the channel member must insist on innovation, inspire, communication and common corporation culture.
