本文以渠道关系可类比为人际关系为基本假定,将渠道关系定义为“渠道成员在行为互动中工具成分与情感成分之综合,其中情感成分是决定渠道关系状况的主要考量”。在此基础上,将中国人际关系的认知结构引申到渠道关系中来,认为渠道成员是按照关系远近和关系上下等二维度来运作渠道关系的。 In this paper, the relationship between channels can be analogy for the interpersonal relationship as the basic assumption, the channel relationship is defined as “channel members in behavioral interaction in the composition of tools and emotional components of the combination of emotional components is to determine the status of the main consideration channel.” On this basis, the cognitive structure of human relations in China is extended to the channel relationship, that channel members in accordance with the relationship between the two dimensions of the relationship between the upper and lower levels to operate the channel relationship.