中国营销渠道中私人关系对渠道权力使用的影响

Impact of personal guanxi on exercises of power in China marketing channels

以营销渠道行为理论中关于权力的讨论为基础,实证性地探讨在中国的营销渠道中私人关系对权力使用的影响.研究结果发现:第一,供应商代表与零售商相关人员的私人关系对零售商使用非强制性权力无显著性影响;第二,供应商代表与零售商相关人员的私人关系对零售商使用强制性权力有显著的负向的影响.最后,讨论了研究结果的应用.

Based the theory of power in marketing channels, this paper investigated the impact of personal guanxi on exercises of power in the context of China marketing channels. It was found that the personal guanxi between the reps of suppliers and the relevant persons of retailers did not have significant influence on the retailers' exercises of noncoercive power, but it did have both significant and negative affect on retailers' exercises of coercive power. The implications of the findings are suggested.