厂家控制机制、经销商态度行为与渠道绩效的关系研究——基于4S店的实证分析

Supplier's Control Mechanisms,Distributor's Attitude and Behavior and Collaborative Performance:An Empirical Study on 4S Shops

本文研究了厂家契约、公平和私人关系、经销商信任和专项投资以及渠道绩效间的关系。实证分析结果表明:契约、分配公平、程序公平、感情能够增强经销商信任,而人情则会降低经销商信任。契约、分配公平、面子能够增加经销商专项投资。经销商信任会增加其专项投资。同时经销商信任与专项投资皆会提升渠道绩效。本文研究结论丰富和发展了渠道关系管理研究,同时对指导企业渠道关系管理实践具有重要的现实意义。

This study explores the relationships among suppliers＇ contracts,justice and Guanxi,distributors＇ trust and transactionspecific investments and collaborative performance.The empirical results show：contracts,distributive justice,procedure justice,and affection enhance distributors＇trust while renqing decreases it.Contracts,distributive justice,and mianzi improve distributors＇ transaction-specific investments.Distributors＇ trust increases its transaction-specific investments.Distributors＇ trust and transactionspecific investments improve collaborative performance.It sheds new light on marketing channel management research and is helpful for managerial practice.