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摘要
In more recent years, the context of globalization in which market channel structures and strategies are developing is bringing to a more complex concept of marketing channels, with disintermediation or reintermediation, multichanneling and new roles/specializations that are emerging as new issues. In this context, innovation in marketing channels becomes a complex, multiorganizational, multidisciplinary activity that requires collaboration and interactions across various entities within the supply chain network. In recent years, the innovation processes in marketing channels have occurred with high intensity and speed, especially following the changes spurred by technology that allowed the adoption of more efficient organizational solutions.
Keywords: Retail; Channel Structure; Innovation in Marketing Channels; Retail Technological Innovation; Global Markets
近年来，市场渠道结构和战略正在发展的全球化背景带来了更为复杂的营销渠道概念，其中包括脱媒或重新中介，多渠道和正在出现的新角色/专业化问题。 在这种情况下，营销渠道的创新变成了一项复杂的，多组织的，多学科的活动，需要供应链网络内各个实体之间的协作和互动。 近年来，营销渠道的创新过程以高强度和高速度发生，特别是随着技术的变化，可以采用更有效的组织解决方案。
关键词：零售; 频道结构; 营销渠道的创新; 零售技术创新; 全球市场
1. Marketing Channels: An Evolutionary Overview
Innovation in marketing channels is a theme that has been treated in reference to specific areas of innovation or to single categories of subjects within channels. Fewer studies have been conducted with a perspective referring to the channel as a whole. Major contributions have focused on innovation in retailing as #39;product innovation#39; for distribution companies (Dawson, 2001; Dupuis, 2000; Castaldo, 2001), or as innovation in the supply chain. In this case, primary attention has been placed on technological issues, particularly those relating to information and communication technologies (ICT), and the implications that these technologies may entail for marketing channels (Kim et al., 2006; Hausman, Stockb, 2003). The few contributions that have focused on the entire channel (Gundlach et al., 2006), have highlighted the single specific aspects, such as the effects of innovation on the relationship dynamics between channel members (Gupta, Loulou, 1998), and the influence of the institutional, economic, social and cultural context on innovation in international channels (Bello et al., 2004). Hence, in the existing literature, a vision that does not fully grasp the continuity of relationships between upstream and downstream value chains prevails. Furthermore, there is a lack of analysis on the way in which innovation can affect the very role of marketing channels, as a liaison between production systems and end-markets.
This work aims to analyze the theme of innovation in marketing channels with a perspective focused on the entire channel, with reference to its structure and flows (information, physical, negotiating), that drive the operations and link all the subjects.
The analysis aims to provide a conceptual framework on the basis of which future investigations and insights can be conducted to capture the extent and effects of the changes that occur, as a result of innovation.
According to the Smith-Stigler paradigm, marketing and distribution channels were originally studied in reference to models based on the market structure, competition and the type of specialisation of the interacting subjects (Mallen, 1973). This paradigm also justified the existence of trade intermediates with their capability to generate economies of specialisation.
Tied to microeconomics principles, the institutional perspective (Bucklin, 1966) focused on channel actors as a sequence of institutions that carry out the transfer of goods from the producer to the end-customer. In turn, they activate various types of flows. Similar to the institutional approach, the functional approach has analyzed marketing channels on the basis of the roles carried out by their members (Alderson, 1957).
Marketing channels have also been defined as Vertical Marketing Systems (VMS) (McCammon, 1970), in the cases where a co-ordinating leader emerges.
All traditional perspectives have assumed that a marketing channel or a VMS can be seen as a vertically integrated, uni-linear structure linking the retailer with the manufacturer through a series of intermediary wholesalers. This is no longer an appropriate conceptualisation for the structure of distribution channels in the highly developed retailing systems of Western countries. In these systems, power relations between agents in the channel have been fundamentally changed by the actions of the manufacturers and large retailers in extending, through vertical integration, the scope of their activities, particularly at the expense of wholesaler intermediaries (Dawson, 1979). The distribution channel has also been changed upon by the horizontal incorporation of additional actors (e.g., buying groups) who are not always engaged in the physical distribution of goods. For the small multiple retailer and the single-site independent, franchise organisations, voluntary groups and trade associations have become increasingly prominent agents within the distribution channel.
In more recent years, the context of globalization in which market channel structures and strategies are developing (Rosenbloom, Larsen, 2008) is bringing to a more complex concept of marketing channels, with disintermediation or reintermediation, multichanneling and new roles/specializations that are emerging as new issues. Moreover, the increasing search for efficiency and speed in vertical relationships, is leading to a convergence of perspectives for those channel related activities like supply chain management, logistics and purchasing (Gundlach et al., 2006).
In this context, innovation in marketing channels becomes a complex, multiorganizational, multidisciplinary activity that requires collaboration and interactions across various entities within the supply chain network, with a substantial portion of the innovation
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