Research In The Interaction Between Marketing Channel Evolution And Knowledge Innovation Based On Social Networks Analysis

Innovation is a determining factor of an enterprise obtaining the core competitive advantage. But in era of knowledge economy contention and competition, more and more enterprise superintendents believed that, in the aspect of strengthening and maintenance enterprise's competitive ability, relative to the material capital, knowledge will become the most important resources of enterprise, knowledge innovation will become the most important fountainhead of enterprise's market value, they will provide drainless power for enterprise's development. The current academic circle varies viewpoints to knowledge innovation's mechanism, mechanism, strategy and so on, but also far from to has formed a complete system info, there are massive theories and actual problem needs to study and explore thoroughly.At first, the article has analyzed the relational characteristics and the structural features of relation under the theory of "social network", analyzed the knowledge characteristics and the knowledge sharing stage characteristics based on the "public good—organizationally embeddedness " knowledge attributes spectrum, on this foundation, the article has given an analysis model of relations of "network relations and knowledge innovation". Obtained certain conclusions of an organization "how to support knowledge sharing effective, by establishing the network relations" based on the analysis model. According to experiences of our country reform and open policy for 30 years, and the trade channel successional variation process experiences for 150 years of the West, analyzed the characteristic and the evolution relations of four kinds of channel patterns. Combining the society network analysis and the channel pattern analysis, analyzed four kinds of channel patterns' evolutional relations from the network relations evolution angle, found the relations between network relations evolution and critical knowledge points, discovered the relations between marketing channel evolution and the knowledge innovation.The article set dynamic marketing channel the representative of network relations evolution, inspected the influence to knowledge innovation during the network relations dynamic evolution process. Finally, gave a new attempt explanation to the knowledge innovation from the social network relations evolution angle: The marketing channel network relations expedite the critical knowledge in the evolution process, simultaneously, qualitative changes of social networks stems from critical knowledge points, forms the caper type evolution process. Namely the critical knowledge innovation forms the circular and mutual promotion relations between marketing channel evolution and knowledge innovation by way of the marketing channel caper type evolution.