营销渠道中的非正式治理策略与投机行为匹配关系——基于多案例研究

The Matching Relationship between Informal Governance Strategies and Opportunistic Behaviors in Marketing Channels:A Multi-case Study

本文对三组案例进行质性分析,将投机行为分为侵害、强制重新谈判、逃避和拒绝调整四个维度。研究发现,社会影响、私人关系、参与机制是有效治理侵害行为的主要方式,但仍以正式治理为主;协商可以有效缓解强制重新谈判带来的影响;协商和参与的交互作用能够抑制逃避和拒绝调整行为。研究结论明确了非正式治理策略与渠道投机行为之间的匹配关系,对渠道成员合理选择非正式治理策略进行渠道管理以及规范投机行为具有重要的意义,同时对线上交易中出现的投机行为治理也具有借鉴价值。

Using a case analysis method,the speculative behavior is divided into four dimensions:infringement,forced renegotiation,evasion and refusal to adjust.The research finds that social influences,personal relationship and participation mechanism are the main ways to effectively control the infringing behaviors,but formal governance is still the main way.Negotiation can effectively mitigate the impact of mandatory renegotiation.The interaction of negotiation and participation can inhibit avoidance of and refusal to adjustment behaviors.The research conclusion clarifies the matching relationship between the informal governance strategy and channel speculation,which is of great significance for channel members to rationally choose informal governance strategies for channel management and to regulate speculative behaviors.It also has a reference value for the governance of speculative behaviors in online transactions.