文档介绍：中国行销通路的复杂演化
plexity of Channel Evolution in China
唐璎璋 Yingchan Tang
孙黎 Li Sun
管理学报第 16 卷第一期
1999 年 3 月
Reprinted from
Chinese Management Association
Journal of Management
Vol. 16 March 1999
中国行销通路的复杂演化
plexity of Channel Evolution in China
唐璎璋 Yingchan Tang
香港中文大学市场学系副教授
Associate Professor
Department of Marketing
The Chinese University of HongKong
孙黎 Li Sun
新疆汇通股份有限公司执行董事
汇通金融顾问有限公司总经理
Executive Director
China Xinjiang Huitong(Group)
General Manager
China Huitong Financial Advisor CO Ltd
(Received August 6 1998 First Revised November 2 1998 Accepted December 10
1998)
摘要复杂(Complexib)是一门新兴起的科学用来探讨宇宙万物的变幻无穷但又隐藏
著有轨迹可寻的自然秩序与法则本文的目的试图运用复杂科学在制度与演化经济学
(Institutional and Evolutionary Economics)所衍发的一些核心观念如报酬递增(increasing
returns) 路径依赖(path dependency) 自我整合(anization) 多重均衡(multiple
equilibria)等籍以剖析中国行销通路系统在经济转型时所出现的混沌复杂现象这一个新
的理论架构整合了制度演化理论中的演化轨迹学习协调及适应机制能对中国经济体
制和行销通路的演变提供较为完整透彻的解析并对国营层级体系解体(hierarchy failure)
私营批发市场兴起多元渠道并存等现象作深入的探讨
关键词复杂科学演化经济学行销通路系统
ABSTRACT: Complexity in its broadest term is the systematic study of change in the
universe and the underlying forces generating it; it is the attempt to understand how things
change and how they are anized into natural order. The purpose of this paper is
to apply some core concepts developed in plexity Science and Evolutionary
Economics, such as cumulative causation, increasing returns, path dependency, self
organization, multiple equilibria etc, to interpret and understand how the chaotic
phenomena emerging in China's channel distribution system. This framework can give
new perspectives on channel members' adaptation and learning by doing behaviors
adjusted to China's transitional economy. In particular, the hierarchic failure of state-
owned distribution system, arising of private-owned wholesales and retail markets, and
coexistence of socialism- and market-driven cha