유통경로구조의 결정요인에 관한 연구 - 주요산업별(석유, 가전, 간이음식, 주류, 자동차) 비교 연구 -

The objective of this study is th analyse the determinant factors of the marketing channel structures in the five industries, including homo-electronics, automobile, oil, liquors, and fast-food industries, on the basis of the transaction cost TCA and to develop the complementary and exensive conceptuai model for understanding the determinants of the channel structures. TCA is relatively weak and besides of the TCA varkables other environmental or relational variables are more likely to dorminate the channel structuring.