Construction of Marketing Channels in View of Symbiosis:Content, Model and Mechanism

The human society is entering an "age of diverse symbiosis". According to the symbiosis theories, the marketing channel member relation substantially is a kind of harmonious symbiosis relation that mutually depends on, interaction foundation on the supply and demand .The symbiosis relation is a result of the game of the channel member; and the marketing channel harmonious symbiosis model is tiny view of harmonious symbiosis relation promoting the channel competitive advantage. That is to say, realizing the member's common evolution requires the following steps: constructing the cooperation mechanism between symbiosis energy allotment, symbiosis object choice and symbiosis energies use, insuring the channel member with fair and stable，complement and collaboration，amount-increased and quality-raised, and finally increasing the channel symbiosis energy.