深入理解营销渠道研究的过去和未来

科研管理 ›› 2015, Vol. 36 ›› Issue (1): 159-166.

• 论文 • 上一篇

深入理解营销渠道研究的过去和未来

鲁平俊, 唐小飞

西南财经大学工商管理学院, 四川成都 611130

收稿日期:2013-10-21 修回日期:2014-11-19 出版日期:2015-01-25 发布日期:2015-01-23
作者简介:鲁平俊(1974-), 云南昆明人, 男, 西南财经大学博士研究生, 副教授, 研究方向:营销理论、营销渠道等;
唐小飞(1974-), 四川宜宾人, 男, 博士, 西南财经大学教授, 博士生导师, 研究方向:战略管理、服务营销等.
基金资助:
国家自然科学基金面上资助项目"品牌关系驱动力作用下的品牌资产产出模型研究"(项目编号:71372209;起止时间:2014.1-2017.12)、国家自然科学基金资助重点项目"网络环境下的新型定价模式研究"(项目编号:71331004;起止时间:2014.1-2018.12)、中央高校基本科研业务资助项目"基于企业社会资本禀赋对渠道治理的影响机制研究"(项目编号:JBK1307112;起止时间:2013.6-2015.6)和教育部2013年度新世纪优秀人才支持计划(项目编号:NCET-13-0962;起止时间:2013).

The past and the future of a deeper understanding of the marketing channel

Lu Pingjun, Tang Xiaofei

Department of Marketing, School of Business Administration of Southwestern University of Finance and Economics, Chengdu 611130, Sichuan, China

Received:2013-10-21 Revised:2014-11-19 Online:2015-01-25 Published:2015-01-23

摘要/Abstract

摘要： 为了洞悉营销渠道研究中过去和未来最有价值的文献和研究议题,挖掘渠道研究未来可能的研究方向和研究机会,本文借用引证研究法定量分析了营销渠道研究的发展趋势和演化轨迹.研究结果显示,在营销渠道研究的过去63年中学者们主要提出了18个具有重要价值的研究议题,同时,通过定量分析探寻出该研究领域中最具影响力的20篇文献,并揭示出在未来相当一段时间内渠道关系、线上渠道和渠道治理等议题将会成为研究的新热点.研究结果有助于帮助相关学者从理论上厘清关于营销渠道我们知道些什么、过去做了些什么和未来还需要探索些什么.

关键词: 营销渠道, 引证研究, 研究议题, 文献

Abstract: In order to investigate the most valuable literatures and research topics in the past, this paper reveals the possible future research direction and opportunities on marketing channel in the past 63 years by using citation-based approach. The paper analyzes quantitatively the development and evolution of the research topics and hot spots of marketing channel. These results show that the scholars have proposed 18 dynamic research issues in the past 63 years and this paper, through analyzing the 20 most influential publications in the marketing channel which have important values and have completely changed their research direction from a strategic perspective to the operation, reveals that the future research opportunities and issues could be included in the channel relationship, online channel and channel governance, etc. The research results will assist the academics and practitioners by revealing what we know about service research in the past and what we need to know in the future.

Key words: marketing channels, co-citation analysis, research topics, literature

中图分类号:

F713.50

鲁平俊, 唐小飞. 深入理解营销渠道研究的过去和未来[J]. 科研管理, 2015, 36(1): 159-166.

Lu Pingjun, Tang Xiaofei. The past and the future of a deeper understanding of the marketing channel[J]. Science Research Management, 2015, 36(1): 159-166.

参考文献

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深入理解营销渠道研究的过去和未来

The past and the future of a deeper understanding of the marketing channel

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