为了完成渠道任务,渠道成员必须进行一定程度的合作,否则渠道也就不可能存在了。文章将国内外学者有关营销渠道合作研究理论进行了梳理,并分析了国内外学者对营销渠道合作研究的不足与后续研究方向。以期为营销渠道理论研究提供一定的借鉴。
Marketing channels cannot function without sustained cooperation in order to complete the task of channel. Firstly, this paper combs related theories of cooperation in marketing channel which domestic and foreign scholars have researched; and then it analyses the shortage of the theories and future research direction, hoping that it will provide a reference for further research on marketing channel theory.