Title :
Research on construction of partner channel relationships between manufacturers and retailers
Author_Institution :
Sch. of Bus. Adm., NanChang Inst. of Technol., Nanchang, China
Abstract :
The flat trend of marketing channel makes the contacts between manufacturers and retailers, which are in the two ends of value chain, become more and more direct and close. Thus it is very necessary for both manufacturers and retailers to build a new partner channel relationship according with the long-term benefits of both sides and establish appropriate mechanisms and strategies of relationship management.
Keywords :
organisational aspects; strategic planning; manufacturers-retailers partnerships; marketing channel; partner channel relationships; relationship strategic management; value chain; Buildings; Companies; Contracts; Economics; Joints; Stability analysis; channel relationship; manufacturer; partner;
Conference_Titel :
Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC), 2011 2nd International Conference on
Conference_Location :
Deng Leng
Print_ISBN :
978-1-4577-0535-9
DOI :
10.1109/AIMSEC.2011.6010279
