实物期权导向的渠道关系合作策略研究.PDFVIP

2010年 3月 第 24卷 第 3期(总第 123期) 1, 2 2 范小军 , 陈宏民 ( 1. 南京财经 学 营销与物流学院, 南京 210007; 2.上海交通 学 安泰经济与管理学院,上海 200052) :,, , , :; ; ; : F713! ! ! ! : A! ! ! ! : 1001- 8409( 2010)03- 0032- 05 Cooperation Strategy of Channel Relationsh ip Based on R eal Options 1, 2 2 FAN X iaojun , CHEN Hong in ( 1. School of Marketing Logistics, Nanjing University of F inance Econom ics, N anjing 210007; 2. Antai ollege of Econom ics M anagement, Shanghai Jiaotong University, Shanghai 200052) Abstract: This paper firstly analyzes the cooperation foundation of channelrelationship and the realoptions charac teristicsof channelrelationship value. Then it evaluates the channelrelationship value fro the view of real options. The evaluation of channelrelationship value considers the characteristics of long ter and dyna ics and anage ent flexibility of channelrelationship value. It divides channelrelationship value into core value and real optionsvalue. Based on the division of channel relationship value, it proposes four anage ent strategies including the discrete transaction strategy of channel relationship, the stable har ony strategy of channel relationship, the intersectional evolve ent strategy of channelrelationship and the strategic develop ent strategy of channel relationship. K ey w ords: channel relationship; core value; real optionsvalue; cooperation strategy ! ! , , , , , (