Abstract：
This paper explores four kinds of channel relationship governance mechanisms respectively transaction-oriented, relationship-oriented, contract-oriented and service-oriented by two variables of relationship quality and service capabilities, at the perspective of large retailers. It is found that service-oriented channel relationship is the ultimate goal of its channel relationship governance. Further discussion is made on building of the Service-oriented channel relationship governance mechanism from three aspects of service-oriented business strategy, service supply chain and staff training.
2013 
