私人关系对渠道关系的影响

【摘要】中国的社会环境中进行营销渠道活动，需要考虑到私人关系对渠道活动的影响。本文通过对国内外关于私人关系以及私人关系对渠道关系影响相关文献的扫描，从私人关系的定义、私人关系的文化根源、私人关系的运作原则、私人关系的构成维度、私人关系的类型、以及私人关系的功能等方面归纳说明了中国人的私人关系，并归纳探讨私人关系如何对渠道关系产生影响。

【关键词】私人关系  ；边际人员；  渠道关系；  综述
【Abstract】China's social environment for the conduct marketing channels, need to take into account the personal activity of channels. Based on personal relationships and personal relationships at home and abroad about the impact on relations between the channel scanning the literature, from the definition of personal, private relationship of cultural roots, the operating principles of personal relationships, constitute the personal dimension, the type of personal relationship, And the personal aspects of the function into that of the Chinese people's personal relationships, and summed up how the channels of personal relationships have an impact.
    
【Key words】Personal relationship  Guanxi  Marketing channels agents   Channel relationships  Summary

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