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论文编号：	535
作者编号：	2120061951
上传时间：	2008/6/19 11:24:20
中文题目：	合作视角下的网络营销渠道治理机
英文题目：	Study on Governance Mechanisms
指导老师：	石鉴
中文关键字：	网络营销;渠道治理;网络营销渠道
英文关键字：	E-Marketing;Channel Governance
中文摘要：	随着市场的发展、竞争方式的变化，关于营销渠道治理的研究重点也在转移。20世纪60年代以前，渠道治理研究以效率和效益为中心。到了70年代，人们开始认识到渠道冲突的存在以及渠道成员间权力均衡的重要性，权力和冲突成为了研究重点。直到90年代初，关系和网络成为营销渠道治理研究的新方向，渠道关系的网络维度是关注的焦点。企业如何通过自身在渠道网络中的位置来获得所需要的网络资源，使企业获得持续竞争优势，成为企业营销成败的关键。进入21世纪，随着互联网的迅猛发展，电子商务成为了一种趋势，传统市场形态受到了严峻挑战。网络营销成为了营销学研究的新领域，而“网络”也被赋予了网络时代的双重含义，即传统渠道建设的网络化和渠道形态的网络信息化。基于互联网形态的网络营销渠道迅速发展后，信息的作用日益突出，本论文的研究也是以信息化网络营销渠道为中心的。同时，传统产业链的相关企业在网络环境下需要寻找新的利益均衡点。建立一套基于价值链的网络营销渠道治理机制来保障网络营销渠道的有效性和健康发展是网络营销渠道研究的重点并且有其现实意义和研究价值。 本论文将从渠道治理研究理论的发展主线出发，通过分析网络环境下营销渠道的特点，引入网络组织治理机制作为框架基础，重点研究网络营销渠道治理的机制设计及改进问题。传统营销渠道理论更多的是强调渠道的管理，而网络营销渠道的出现，使得渠道成员中没有了严格意义上的核心成员，原有的时空序列特性也被打破。传统渠道治理理论已经不能完全适应网络营销渠道的研究，需要新的理论做支撑。在网络环境下，渠道机制研究显得尤为重要。关于网络营销理论基础，本文也在网络直复营销理论、整合营销理论、软营销理论基础上加入了网络营销的马太效应理论，并且将网络营销渠道治理的分析框架加入了论证基础。最后，本文对现有的治理机制进行了比较分析，在综合层级机制和市场机制的同时，引入了更适合网络营销渠道治理的网络机制，这也给出了本文的核心研究框架。本文就是以网络机制的RBML模型(the model of relationship between governance mechanisms and governance logic)为基础，从宏观机制和微观机制对网络营销渠道进行了分析，并重新设计了网络营销渠道治理机制模型，同时运用博弈论、运筹学、系统动力学的方法进行了论证。最后，作者概括了4个网络营销渠道治理机制假设模块，并通过国美网上商城、PPG衬衫和淘宝网的多案例比较分析完成了对机制模型和模块假设的验证。
英文摘要：	With the development of the market and the diversification in the competitive ways, the research focus of marketing channel governance is also changing. Before the 1960s, efficiency and effectiveness is the research center of channel governance. By the 1970s, people began to realize the existence of channel conflict and the importance of the power balance between the channel members, and then, power and conflict became the research focus. Until the early 1990s, channel relationship and network became a new research direction, and the network dimension of channel relationship turned into the focus. Thus, in order for a success, it is crucial for a company to have a better position in the channel to acquire enough resource, and then, to win a sustainable competitive advantage. By now, in the 21st century, with the rapid development of Internet, e-commerce has become a trend, which brings an austere challenge to the traditional market patterns and e-marketing become a new field of marketing study. There is a dual meaning of the Internet era for the word “network”, that is, the building of traditional channel network and the specific configuration in form of network based on information, which are the two main current trends of channel study. According to the main development line of channel governance, this thesis will give a summarize of the present situation of traditional marketing channel study and point out the lack of the original theory, and then, make an analysis and extension for channel governance under e-commerce environment, which is in focus of network channel governance mechanisms. Traditional channel theory is more about management. However, with the emergence of e-marketing, there is not a core member in a strict sense among all channel members, and then it is unable to control the whole channel effectively for any channel member referring to the management level. Traditional structure theory about channels could not fully apply to the status of e-marketing channels; the theory of channel conflict and balance of power also needs significant improvement; and it is only channel relations and network theory that could be part of effective theoretical basis of e-marketing channels governance. About e-marketing theory, this thesis will add Matthew Effect theory in based on the direct e-marketing theory, the integrated e-marketing theory and the soft e-marketing theory. There is also an analysis framework introduced as a demonstration basis. Finally, with a comparative analysis, network mechanisms will be used as a core of research framework to give a new view about e-marketing channels. This thesis will be conducted from both the macro and micro-mechanism, which is mostly based on a RBML model (the model of relationship between governance mechanisms and governance logic) as to network mechanism, and make its demonstration with the methods of game theory, operational research, and System Dynamics. Finally, there are a redesigned-model with a thinking of cooperation and three cases about gome, an electric equipment retailer, PPG and taobao.com. In particular, it is model design and module hypothesis about governance mechanism of network channels that are the focuses of this thesis from a micro-view of network mechanisms.
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