Marketing Channel Alliance Formation Mechanism

Marketing channel research is always the center of marketing research, with the change of market competition situation and the marketing study development, the research of channel theory from taking the efficiency and the benefit as the center, gradually changes to take the authority and the conflict as the center of gravity, at present changes to take relates and the alliance as the gravity research. The transformation of fundamental research gravity was essentially because of economical globalization, product daily homogenization today, in the channel single enterprise depends upon own resources to be very difficult merely to have the long-time competitive advantage, the idea which the cooperation win-win, the cooperation subdued obtains the widespread approval, relations between the channel member's already by simple, the loose transaction relations transforms to the close alliance partnership, therefore the marketing channel alliance arose at the historic moment, and already became the important channel government form. The channel member forms the alliance the main agent to lie in to the environment one kind of adaptation process which transforms unceasingly, simultaneously also is the economy develops certain level function in the enterprise microscopic domain inevitable result.At present in the middle of our country's enterprise operation, the traditional transaction channel pattern and the emerging relations, the alliance channel fuses mutually, but the emerging channel alliance pattern still occupied in the middle of the various countries enterprise the practice fumble stage, not only therefore, analyzed the marketing channel alliance the formation mechanism was thoroughly rich and the substantial marketing channel theory inevitably request, moreover will also provide some references to Our country Enterprise's marketing practice.This article first refers to the theory background which forms the channel alliance, has carried on the preliminary limits to the marketing channel as well as the marketing channel alliance concept, then has carried on the summary to the domestic and foreign scholars regarding the channel alliance research, then the reason which as well as produces from the strategic alliance connotation mentions, pointed out the marketing channel alliance the essence is the strategic alliance in the channel domain application, formed an alliance the motive from the channel member to start in detail to elaborate the realistic reason which the marketing channel alliance produced, the following closely has analyzed the channel alliance forming process, with emphasis elaborated the alliance partner choice principle as well as the standard question, pointed out the alliance founded the successful essential factor is in the alliance interior establishment information. The sharing mechanism and the trust mechanism, finally, how to drive and restraint alliance member, in the processing alliance conflict as well as the guard alliance risk three aspects elaborated to the channel alliance relations government, thus completed has formed the mechanism theoretically discussion to the marketing channel alliance.