Page 19 - 《北京工商大学学报（社会科学版）》2020年第6期

北京工商大学学报(社会科学版)摇 摇 摇 摇 2020 年摇 第 6 期

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

ZHANG Chuang
(School of Business Administration, Dongbei University of Finance and Economics, Dalian, Liaoning 116025, China)

Abstract: Based on 834 literatures published on CSSCI journals during the period 1990鄄2019, this paper reviews the pro鄄
gress 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鄄impact papers and their structures in marketing channel re鄄
search. 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 meth鄄
ods have integrated and synchronized with international academic community. Channel behavior, multi鄄channel system, agricul鄄
tural 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.
Key Words: marketing channel; channel behavior; channel governance; channel relationship; multi鄄channel system;
channel structure

(本文责编摇 邓摇 艳)

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