摘要
渠道权力是渠道控制的一种重要机制,也是渠道管理理论研究的一个重要课题。针对此前的研究中关于渠道权力使用策略如何影响渠道合作所得出的不一致的结论,文章引入企业人脉这一中国情境下的重要因素,探讨它的调节作用。研究发现:企业人脉会弱化渠道权力使用策略(分为使用强制性权力和使用非强制性权力)对渠道合作的影响——在企业人脉较广时,企业使用强制性权力对渠道合作不会有大的破坏作用,而使用非强制性权力也不会带来更好的结果。文章最后讨论了这些研究发现的理论意义、实践价值以及不足和未来的研究方向。
Channel power is an important mechanism of channel control and important topic in the research on channel management. In view of the inconsistent conclusions on the impact of channel power using strategies on inter-firm cooperation in marketing channels,this paper investigates the moderating role of a firm＇s renmai,a significant factor in the context of China marketing channels. It finds that a firm＇s renmai weakens the impact of power using strategies,operationalized as exercises of coercive power and exercises of non-coercive power,on inter-firm cooperation in marketing channels. In other words,to the firms with wider renmai,using coercive power would not have bigger damage to inter-firm cooperation,while using non-coercive power would not lead to better results in inter-firm cooperation. Finally,this paper discusses the findings in terms of theoretical contributions,practical implications,limitations and future research directions.
出处
《商业经济与管理》
CSSCI
北大核心
2018年第2期55-63,共9页
Journal of Business Economics
基金
国家自然科学基金重点项目"网络环境下基于新一代交互技术的客户关系与营销渠道管理"(71132005)
国家自然科学基金面上项目"基于渠道组织形式的渠道治理策略研究"(71472149)
关键词
营销渠道
权力使用策略
渠道合作
人脉
marketing channel
power using strategies
channel cooperation
renmai
