通过理论分析和跨案例研究,建立和论证了一个产业集群跨国营销渠道控制机制理论分析框架。产业集群跨国营销渠道控制是一种跨组织控制,其控制机制主要有:权威机制、合同机制和规范机制。浙江产业集群跨国营销渠道控制机制中,除了传统的“合同机制”外,产业集群中部分龙头企业或专业市场已尝试采用“权威机制”治理跨国营销渠道。%Based on theory review and and discusses a frame of theory review trans-case study , this paper develops of control mechanisms of international marketing channel of industrial clusters. Channel control of industrial clusters is a cross-organizational control, its control mechanisms include: authority, contract and norms mechanisms. In the control mechanisms of international marketing channel of Zhejiang industrial clusters , in addition to traditional "contract mecha- nism", some leading enterprises and professional markets in industrial clusters have tried "authority mechanism" to govern international marketing channel.
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