Research on Governance Mechanism in Marketing Channel Based on Relationship View

The paper analyzes the evolving process of the three kinds of channel relationship including traditional channel relationship,integrated channel relationship and relational channel relationship.Then it explores the theoretical basis of the formation of channel relationship,and analyzes the material channel relationship model in three kinds of channel relationship.Finally,it proposes four kinds of governance mechanism in channel relationship fromthree dimensions including channel relationship,governance conduction and power,and it explores the suitable channel governance mechanism under different channel relationships as well.