【作者】 吴礼助；

【导师】 秦辉；

【作者基本信息】 浙江工业大学 ， 企业管理， 2009， 硕士

【摘要】 渠道权力运用研究是营销理论界近年来十分关注的课题。从国内渠道实践看,渠道主导权转移背景下的渠道冲突和厂商矛盾日益严重。而其中,渠道权力的滥用和误用是导致工商企业之间出现紧张关系最重要的原因之一,因此如何运用权力已成为中国营销渠道理论与实践都迫切需要解决的问题。另外,强调私人关系的作用是中国商业文化的一个重要特征,因此,在处理渠道关系中必然要考虑私人关系的作用。为此,本文以营销渠道行为理论为基础,参阅了大量的文献资料,在前人研究的基础上,提出了私人关系-渠道权力战略选择-渠道权力使用结果的理论模型研究。然后通过实地调查和统计分析,实证性地探讨在中国的营销渠道中私人关系对渠道权力战略选择使用的影响以及对渠道冲突和渠道满意度的影响。论文首先对的边界人员之间(零售商和供应商)的私人关系进行合理分类,识别出私人关系具有双重特点性:工具性和情感性,并通过文献梳理和前人的研究,识别和提炼出私人关系的两个重要维度——感情和互惠;然后把私人关系作为影响权力战略选择的前提因素引入到零售商渠道权力使用以及权力使用结果的研究当中。也就是将零售商的强制性权力战略、非强制性权力战略、私人关系的两个维度互惠、感情维度,渠道冲突、渠道满意纳入模型研究之中,建立了一个更科学合理的私人关系对渠道权力战略选择以及对渠道冲突和渠道满意的影响关系模型,在我国市场背景下从一个更本土化和合理的角度探讨私人关系对渠道权力使用的影响,同时在我国这种关系取向的商业环境下检验基于私人关系的权力战略选择对渠道冲突和渠道满意等权力结果变量的影响。研究结果发现:第一,零售商代表与供应商代表的私人关系对零售商使用非强制性权力有显著性正向的影响;对零售商使用强制性权力有显著的负向的影响。第二,零售商代表与供应商代表的私人关系对渠道冲突有显著的负向地影响,对渠道满意却没有直接的影响,但可以通过渠道权力战略的选择使用产生对渠道满意间接的影响。第三,零售商运用强制性渠道权力战略会增加与供应商之间的渠道冲突,减少他们之间的渠道满意水平;零售商运用非强制性权力战略会减少与供应商之间的渠道冲突,增加他们之间的渠道满意。最后,论文在研究结论上的基础上展开了讨论,在当前渠道关系日益频发冲突的环境下,提出了一些自己的建议,希望能为渠道关系管理提供一些启示和借鉴的参考价值。更多还原

【Abstract】 How to effectively use Channel powers has become a hot issue concerned by marketing researchers in recent years. As consumers and retailers have played more and more important roles in the marketing channels, the control over channel powers has been transferred from manufacturers to the downstream of marketing channel which is composed of retailers and customers. Channel conflicts inevitably occur when channel members are struggling to seize the control of marketing channel. In the process of the transferrance of marketing channel power leadership, inappropriate exercise or abuse of powers mainly contributes to the tensions and conflicts between suppliers and retailers. How to appropriately exerting channel power has become one of the most important issues to be addressed in the domestic marketing channels, Besides, interpersonal relationship, which is also called guanxi in Chinese society, is an important feature of business culture and channel management, therefore, in dealing with channel relationships, people should take the role of personal relationships into account.This paper is based on the theory of marketing channel behavior and refers to a lot of relevant literature and previous studies. It proposed a conceptual model of guanxi—exercise of channel power—channel conflict and satisfaction, and then make empirical exploration of the impact of guanxi on exercise of channel powers, as well as channel conflict and channel satisfaction in Chinese marketing channels through questionnaire surveys and statistical analysis.This paper first reasonably classified guanxi between boundary personnel, who are representatives of retailers and manufacturers and identify the nature of guanxi as instrumental and emotive purposes. After combing through the literature and previous research, the paper found that guanxi has two main dimensions- emotional closeness and reciprocity; and then it introduced Guanxi as the premise of a strategic choice of channel powers into the study on channel powers, and set up an framework involving guanxi, exercise of channel powers and channel conflict and satisfaction to reveal and understand in the context of China’s market how Guanxi exerts influence on channel behaviors such as exercise of channel powers and satisfaction in Chinese marketing channel.The study has found that guanxi in terms of emotional closeness and reciprocity has direct and indirect impact on the exercise of marketing channel powers and channel conflict and satisfaction: (1) Guanxi between suppliers and retailers has significantly positive effect on the exercise of non-coercive powers and has significantly negative effect on the exercise of coercive powers; (2) Guanxi between suppliers and retailers has no direct effect on channel satisfaction but has an indirect impact on channel satisfaction through the intermediary variable—exercise of channel powers; (3) exercise of coercive channel power would increase the level of channel conflict between the suppliers and retailers and reduce the level of channel satisfaction; exercise of non-coercive channel power would reduce channel conflict and enhance channel satisfaction between the suppliers and retailers.Finally, the paper conducted discussion on the conclusion of the study, and made a few of pieces of suggestion for dealing channel relationship, hoping it would provide a little of reference value for channel relationship management.更多还原