营销渠道成员间知识共享体系构建及程度测量——以电信行业为例

A Measure of Knowledge Sharing in Marketing Channel——With Telem Business Operation as Example

随着经济全球化和知识经济的到来,知识已成为企业创造价值和提升企业核心竞争力的战略性资源,而知识共享则是企业进行知识获取与创新的重要手段。在回顾国内外相关研究的基础上,分析了营销渠道成员间知识共享本质及过程,构建了营销渠道成员间知识共享体系,设计了营销渠道成员间知识共享程度测量量表。以电信运营行业为样本进行了实证检验,结果显示该量表具有良好的信度和效度,并通过相关性分析证明了知识共享程度与营销渠道成员间的信任存在正相关关系。

With the development of knowledge economy and globalization, knowledge has become one of the most important strategic resources, which can create superior value and enhance core competitive power of enterprises. Meanwhile, knowledge sharing is one of the most important means for knowledge acquisition and innovation of enterprises. Reviewing the earlier works relevant to knowledge sharing and marketing channel, the essence and process of knowledge sharing are analyzed. Thus, a system of knowledge sharing for all parties involved in marketing channel is framed. Exemplifying the system/ procedure with telecom business operation as a sample for verification, the results show favorable trusting retationship Between them with effectiveness. And the result of correlation analysis illustrates the positive dependence relation between the measure of knowledge sharing and the trust among all parties involved in marketing channel.