Research on Selective Spectrums of Marketing Channel Mode Based on Relational Rent

This paper brings forward optimal interval of marketing channel mode's selection based on relational rent which is found according to compartmentalization of marketing channel mode and spectrums of relational governance. The research conclusions show the selection of marketing channel mode is affected by asset specificity, transaction complexity and discount rate. Relational rents are one of standards that are used to choose marketing channel mode. The rents of Quasi-market-oriented marketing channel are more than market-oriented and vertical disintegrated Marketing channels. Therefore, it is the ultimate destination and the highest ambit of channels development that setting up a long-term relationship-oriented standard-market-oriented marketing channel. But it is restricted by asset specificity and transaction complexity of choosing high-rent standard-market-oriented marketing channel. In the end, the decision of marketing channel mode's selection turn into selecting spectrums based on asset specificity, transaction complexity and relational rent.