中国营销渠道研究30年:回顾与展望

30-Year Research on Marketing Channel in China:Review and Prospect

中文关键词:  营销渠道  渠道行为  渠道治理  渠道关系  多渠道系统  渠道结构

英文关键词:marketing channel  channel behavior  channel governance  channel relationship  multi-channel system  channel structure

中文摘要:

      通过对1990—2019年发表于CSSCI来源期刊的834篇研究文献的分析,展现了过去30年中国营销渠道研究的演进历程与现状。通过文献计量分析,展示了研究文献在时间、期刊、研究主题、研究方法等方面的分布状况；识别了营销渠道研究领域的主要学术力量——学者及机构的状况；识别了该研究领域的高影响论文及其结构。研究发现,过去30年学界完成了对国际营销渠道理论的引进、消化、吸收与创新性研究,在研究主题、研究方法等关键领域均实现了与国际学界的接轨和同步。渠道行为、多渠道系统、农产品渠道、渠道投机行为与治理以及渠道结构设计与选择,构成了中国营销渠道研究占主导地位的主题；基于经济学模型的分析、基于问卷调查的实证研究以及概念与理论分析,是其主要研究方法。最后,评述了中国营销渠道研究面临的问题与挑战,并讨论了其未来研究方向。

英文摘要:

      Based on 834 literatures published on CSSCI journals during the period 1990-2019, this paper reviews the progress and current situation of research on marketing channel in China in the past 30 years. Based on bibliometric analysis, this paper shows the distribution of literatures in terms of time, journals, research topics, research methods, etc., and identifies the main academic forces (i.e. scholars and academic institutions), high-impact papers and their structures in marketing channel research. The research finds that Chinese scholars have finished the process of introduction, digestion, absorption and innovative research on international marketing channel theory in the past 30 years. The key fields such as research topics and research methods have integrated and synchronized with international academic community. Channel behavior, multi-channel system, agricultural products channel, channel opportunism & governance, and marketing channel design & selection constitute the dominant topics in marketing channel research in China. The main research methods are quantitative analysis based on economics model, empirical study based on questionnaire and conceptual & theoretical analyses. Finally, this paper discusses the problems and challenges as well as the future direction of marketing channel research in China. 