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在当今竞争激烈、复杂多变的市场环境中,营销渠道管理已经成为企业获取市场竞争优势的重要手段。随着市场经济和营销技术的发展,营销渠道关系管理创新越来越受到业界的重视。本文从营销渠道关系理念、营销渠道关系模式和营销渠道关系治理机制三个方面对营销渠道关系管理创新进行了探讨。
In today’s highly competitive and complex market environment, marketing channel management has become an important means for enterprises to gain market competitive advantage. With the development of market economy and marketing technology, the innovation of relationship management in marketing channels has drawn more and more attention from the industry. This article discusses the marketing channel relationship management innovation from three aspects: marketing channel relationship, marketing channel relationship and marketing channel relationship management.