The Study Of Flexible Channel Management Based On Unbalanced Channel Power

Marketing channels is one of the key issues of marketing research, since Weld study marketing channels as the Founder in 1916 , the focus of channel theory has been changed several times as the market environment and the latest developments in marketing. But no matter how the focus of the channels study transferred, since the 70's, the power of the channel has been always the hot spot of Western marketing theory.Since reform and opening-up, China's market economy rapid development in the exploration, achievements have attracted worldwide attention, but the market operation mechanism are still immature and imperfect, uncertainty and complexity of the market is unprecedented. Under this situation, the practice of marketing channels in our country has lots of problems, such as the lack of adaptability and stability , structure Unreasonable, relationship chaos, inefficiency, lack of effectiveness, channel power imbalance , channel conflicts and so on.With this theory hot spot and time context, we propose flexible channel management based on unbalance channel power. Logical premise of this paper is the traditional channel management is feasible under normal circumstances, in the event of a power imbalance in non-equilibrium conditions, address the governance problems in Channels. Based on grasp the characteristics and content of the power, this paper try to analyze the multi-dimensional causes of the imbalance power from different perspective and different levels, from the inherent logic of imbalance power , to study the mathematical expression model of imbalance channel power, and then investigate the imbalance power from the perspective of network tentatively. in order to enhance the adaptability and stability of the channel under the conditions of the power imbalance and then improve channel efficiency and effectiveness, we propose the flexible channel management theory, mainly study the content of the flexible channel management, flexible dimensions and basic characteristics of the channel, measure and evaluation of channel flexibility and the internal logic between power imbalance and channel flexibility. Chapter VI of this paper is the focus of this study, construct the theoretical framework model of flexible channel management based on unbalance channel power , then from the perspective of the channel's power structure, the use of channel power, trust, commitment and communication in channel relationship, flexible channel culture, flexible channel incentive Mechanism, propose the Strategy of flexible channel management under the conditions of power is in state of imbalance.