题名

由演化觀點探討行銷通路議題之形成

DOI

10.29986/TJA.200503.0007

作者

林婷鈴

关键词

行銷通路 ； 演化方法 ； 文化演進 ； 交換

期刊名称

中國廣告學刊

卷期/出版年月

10期（2005 / 03 / 01）

页次

90 - 105

内容语文

繁體中文
中文摘要

生產者及消費者間，中間商之功能、體制、活動範圍、互動狀況與資訊之流通一直居行銷研究的重要角色。雖然產品的設計與製造佔據公司生產部門甚多的時間與精力，通路安排與通路管理則為行銷部門所強調的，且通路結構的設計與相關議題也一直受到部分行銷研究學者的關注。本文擬以演化的觀點探討介於生產者與消費者間的通路相關議題之各學派間存在相互交流與共同演化的趨勢，以提供有關之命題，希望藉由各個傳統通路議題的研究社群結構與型態的瞭解與演進，將有助於對事物有更進一層的瞭解。同時也建議未來的研究者能針對此議題，可以個案研究提出相關的實證。
主题分类 社會科學 > 傳播學
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