关系营销导向对于企业营销渠道控制行为的影响

The Impact of Relationship Marketing Orientation on Marketing Channel Behaviors

基于营销渠道行为理论和关系营销理论,通过假设检验,本文探讨了在中国的营销渠道中关系营销导向对企业营销渠道控制行为的影响。研究结果显示,第一,关系营销导向对企业使用非强制性权力进行控制有正向的影响,对企业权力与企业使用强制性权力进行控制之间的正相关关系有负向的调节作用;第二,关系营销导向对企业通过与其渠道伙伴共同解决问题而进行控制有直接且正向的影响。此外,我们还发现企业营销渠道控制方法之间存在着交互影响。文章最后对研究结果进行了讨论,并指出了研究结果理论贡献与实际应用。

Based on the theories of marketing channel behaviors and relationship marketing, by testing hypotheses, this paper explores the impact of relationship marketing orientation on a firm＇s marketing channel behaviors. It found that, firstly, relationship marketing orientation has a positive effect on a firm＇s exercises of noncoercive power, and has a negative moderate effect on the positive relationship between firm＇s power and its exercises of coercive power. Secondly, relationship marketing orientation positively affects a firm to adopt joint-problem-resolution approach. In addition, it found the interactions among various control mechanisms. It finally discusses the research findings, and indicates the theoretical contributions and practical implications of the findings.