营销渠道成员间知识共享对渠道绩效的影响

【作者】 邵昶；

【导师】 蒋青云；

【作者基本信息】 复旦大学 ， 企业管理， 2011， 博士

【摘要】 渠道绩效始终是营销渠道理论和实践最关注的主题。随着营销渠道网络动态化的发展,知识流日益成为影响渠道绩效的一个重要因素。在知识流的作用下,渠道成员间基于知识的渠道竞合和基于知识流的渠道整合更加频繁,渠道权力正向基于知识的权力转变,渠道关系正向基于知识的关系转变,从而知识对渠道绩效的影响就更加重要。相应地,渠道成员如何通过渠道知识共享来提高自身渠道绩效,就成为非常重要的理论和现实问题。本文从知识流的视角,把知识共享分为利用式知识共享和探索式知识共享,把自身绩效分为短期绩效和长期绩效。基于渠道行为绩效理论和组织学习理论,本文紧紧围绕渠道成员间关系,对渠道成员自身知识绩效进行研究。本文认为：渠道成员自身知识绩效机制的核心,就是通过知识共享来进行渠道关系治理和增强自身渠道协调能力,以提高渠道协调效率和减少机会义,从而实现知识共享对渠道绩效的促进作用。根据关系规范机制和知识能力机制,本文认为：利用式知识共享和探索式知识共享对渠道绩效的影响过程是通过合作方的关系感知(即：关系信任和渠道认同)和渠道成员自身的关系能力(即：渠道适应性和渠道创造性)来实现的。在这个过程中,还会受到渠道成员自身知识特性(即：知识默会性和知识依赖性)的调节作用的影响。本文的实证结果表明：知识共享对关系感知和关系能力有着显著的正向影响；关系能力对关系感知有着显著的正向影响；渠道创造性和关系信任对渠道绩效有着显著的正向影响；渠道适应性只对短期绩效有显著的正向影响,但对长期绩效没有显著的正向影响；渠道认同只对远期绩效有显著的正向影响,但对短期绩效没有显著的正向影响；知识默会性对知识共享影响关系感知的过程能够起到正向调节作用；知识依赖性对于探索式知识共享影响渠道创造性的过程能够起到反向调节作用,但对于利用式知识共享影响渠道适应性的过程没有调节作用。目前的渠道绩效理论还处于“关系绩效”阶段,侧重于行为绩效和合作绩效的研究,对于知识绩效的研究还不够。而组织学习理论对于知识绩效的研究集中在组织层面,缺乏对组织间知识绩效影响过程的深入研究。因此,本文对于渠道知识绩效机制的研究,处于渠道理论和知识管理相互交叉的新的研究领域,具有一定的研究价值和理论意义。通过渠道理论和组织学习理论的相互结合,本文的研究不仅基于知识流的视角,把渠道行为绩效机制拓展到渠道知识绩效机制；而且还基于渠道成员间的关系协调,深化了知识共享对渠道成员自身绩效影响过程的认识。此外,本文还基于知识对渠道关系的影响,认为,在知识共享对组织绩效的影响过程中,存在着“知识治理”的特殊形式,并进而研究了渠道知识治理机制,从而深入探讨了,知识作为一种渠道成员间关系治理的特殊要素,在渠道绩效机制中的特殊作用。通过本文的研究,不仅更加清晰地揭示了渠道成员间知识共享影响渠道绩效的作用过程,而且能够在丰富和深化以知识流为视角、以知识共享为主线、以渠道绩效为导向、以知识治理为特色的渠道知识绩效机制的同时,促进对渠道绩效理论和组织间学习理论的认识和理解。此外,根据本文的理论和实证,所提出来的渠道知识绩效实现路径,也能够为渠道成员在渠道管理的实践中,如何积极应对知识流的冲击与挑战,基于知识共享,更好地实现和提高自身绩效,提供理论上的指导和借鉴。更多还原

【Abstract】 How to improve channel performance is the fundamental research question in the field of marketing channels theory and practice. With the development of network-dynamic changes in marketing channels, knowledge flow is becoming one of the most important facts that affect channels performance. Under the knowledge flow’s affect, the phenomena of channel members’coopetition based on knowledge and channels integration based on knowledge flow is more frequently. Accordingly, knowledge has more and more stronger impact on channel performance. So it is the very important question in theory and practice that how to improve their channel performance through knowledge sharing.From the aspect of knowledge flow, there are two kinds of knowledge sharing in the paper, namely, exploitative and explorative knowledge sharing and two kinds of organizational performance, namely, short-term and long-term performance. Drawing insights from channel behavior theory and organizational learning theory, the paper explores channel members’performance mechanism based on knowledge, which emphasizes on inter-organizational relationships. The paper argues that the core of channel members’performance mechanism based on knowledge is to implement channel governance and enhance channel members’capability by the virtue of knowledge sharing.Drawing on relationship and normal governance mechanism and knowledge-capability creation mechanism, the paper argues that exploitative and explorative knowledge sharing effect on channel performance through channel partner’s relationship perception (namely, relationship trust and channel identity) and channel member’s relationship capability (namely, channel adaptation and creativity). In addition, the course is moderated by channel member’s knowledge characteristics (namely, knowledge tacit and knowledge dependence).Based on empirical study, the paper concludes the following results:knowledge sharing has significant positive effect on relationship perception and relationship capability; relationship capability has significant positive effect on relationship perception; channel creativity and relationship trust have significant positive effect on channel performance; channel adaptation has significant positive effect on short-term channel performance and hasn’t positive effect on long-term channel performance; channel identity has significant positive effect on long-term channel performance and hasn’t positive effect on short-term channel performance; the effect of knowledge sharing on relationship perception is positive moderated by knowledge tacit; the effect of explorative knowledge sharing on channel creativity is negative moderated by knowledge dependence.Channel performance theory is in the phase of "relationship performance" and neglects the research of knowledge performance. Channel theories put emphasis on behavior performance and relationship performance. Organizational learning theories put emphasis on organizational performance. The research on knowledge performance in organizational learning theory concentrates on organization level rather than inter-organizational level. As the intersection of channel theory and organizational learning theory, channel knowledge mechanism is a new research field and worth researching.Based on channel theory and organizational learning theory together, the paper expands channel behavior mechanism to channel knowledge mechanism from the aspect of knowledge flow and deepens the research on channel member’s organizational performance mechanism based on channel relationship coordination, and explores channel knowledge governance mechanism based on knowledge as a new inter-organizational governance factor.The paper not only discloses the course of how knowledge sharing affects on channel performance but also richens and deepens channel knowledge mechanism based on knowledge and channel performance and organizational learning theories. Furthermore, the paper puts forward some suggestion and theory instruction on how to face up knowledge flow challenges and improve channel performance to channel enterprises in practice.更多还原