关系营销导向与跨组织人际关系对企业关系型渠道治理的影响

The Impact of Relationship Marketing Orientation and Interfirm Personal Guanxi on Firms' Relational governance in Marketing Channels

本文以营销渠道行为理论为基础,通过对于调查数据的分析,检验了关系营销导向与跨组织人际关系对企业关系型渠道治理的影响。研究结果发现:在中国的营销渠道中,第一,关系营销导向的强弱对企业与其渠道伙伴共同制订计划没有影响,但是通过跨组织人际关系对企业与其渠道伙伴共同解决问题有间接的正向影响;第二,跨组织人际关系(包括情感性关系和工具性关系)对于企业与其渠道伙伴共同制订计划无显著影响,但对于企业与其渠道伙伴共同解决问题则有显著的正向影响;第三,企业与其渠道伙伴共同制订计划和共同解决问题之间有正向的交互影响;第四,由于测量方法存在的问题,我们无法确定关系型渠道治理是否对渠道投机行为有抑制作用,但是我们的研究发现:渠道成员之间的互依水平、互依非对称性、跨组织人际情感性关系能够降低企业边界人员所感知的渠道投机行为,而跨组织人际工具性关系则会提高企业边界人员所感知的渠道投机行为。

Based on the theories of marketing channel behaviors and by the analysis of the data that we have obtained by investigations,we have,in this paper,examined the impact of the orientation for the marketing relying on relationship(OFMROR) and of the inter-organizational interpersonal relationship(IOIR) on enterprises' control by relationship-type of marketing channels(ECBROMCH).Our findings are that,in China's marketing channels,(1) the forcefulness and the weakness of OFMROR did not have any impact on enterprises and their channel partners jointly planning,but it did have,through the IOIR,indirect positive effect on enterprises and their channel partners in jointly solving problems;(2) the IOIR(including emotional relationship and instrumental relationship) did not have any significant impact on enterprises and their channel partners in jointly making plans,but it had noticeable positive effect on enterprises and their channel partners in jointly solving problems;(3)enterprises and their channel partners jointly making plans and jointly solving problems were positively interactive;(4) because there exist some problems in the method of measurement,we can not determine whether ECBROMCH deterred the opportunist behavior in channeling,but we have,after our study,found that the degree of the interdependence between channel members,the asymmetry in interdependence and the inter-organizational interpersonal emotional relationship could reduce the perceived channel opportunist behavior of enterprises' boundary personnel,while the inter-organizational interpersonal instrumental relationship could advance that behavior.