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題名 | 中國行銷通路的結構演化與制度變遷=Channel Evolution and Institutional Change in China |
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作者 | 孫黎; 唐瓔璋; Sun, Li; Tang, Yingchan; |
期刊 | 中山管理評論 |
出版日期 | 19990600 |
卷期 | 7:2 民88.夏 |
頁次 | 頁467-486+290 |
分類號 | 496.5 |
語文 | chi |
關鍵詞 | 交易成本; 行銷通路; 轉型經濟; 中國市場; Transaction cost; Channel distribution; Transitional economy; And China market; |
中文摘要 | 奧列佛.威廉森(Oliver E. Williamson)的交易成本理論(Transaction Cost Theory)對組織的變動改革提供了強而有力的思維架構,尤其是應用在探討 行銷通路的垂直整合及組織間的網絡關係。但交易成本理論非但對市場經濟底下的通路分拆(Spin-off)及層級體系失敗(Hierarchy Failure)缺乏詳細解說,更未 能回答經濟轉型時期中國普遍發生的一些現象。本文的目的試圖融合行銷學鼻祖 沃爾.愛德森(Wroe Alderson)提出的市場經濟學三大要素--市場異質性(Market Heterogeneity)、雙向揀選(Double Sorting)、以及組織行為系統(Organized Behavior System)以彌補交易成本理論的不足,籍以建立一個新的理論架構, 期能對轉型期的中國經濟體制,特別是層級體系的解體,訊息不對稱,和通路 自我整合等現象,提供較為透徹的剖析;並說明中國行銷通路的結構演化與制 度變遷。 |
英文摘要 | The governance structure implicated by Williamson's transaction cost theory provides a powerful framework to analyze the organizational patterns that exist in marketing channels, such as vertical integration and inter-organizational relationship. However, transaction cost analysis does not provide enough insight into channel spin-off or hierarchy failure when applied to the transitional economy in China. The purpose of this paper is to integrate core elements of Alderson's marketing theory - market heterogeneity, double sorting and organized behavior system - with Williamson's transaction cost analysis. The new framework can give a clearer perspective on the transformation of China's economy as well as the channel distribution system. In particular, hierarchy failure, information asymmetry, and self- governance of channel structure are identified, explaining the mechanism of channel evolution and institutional change in China. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。