Research on effect mechanism of the third-party logistics based on marketing channel alliance

In marketing channel alliance, producers and distributors are paid more attention, but the third-party logistics are done less, which directly effect the whole alliance's performance. The paper emphasized the third-party logistics' effect is inimitable in alliance, and analyzed its effect mechanism from dividing theory, enterprise resource theory, transaction cost theory, scope economics theory and core competition strength theory based on marketing channel alliance, which come up with theory support for the alliance to attach attention to the third-party logistics.