渠道冲突对渠道绩效的影响——以生鲜农产品市场调查为例

The Influence of Channel Conflict upon Channel Performance——A Case Study of Fresh Produce Market

与一般渠道冲突研究立足于一般消费品市场不同,本文立足农产品营销领域,借助农产品市场经营组织调查数据,对渠道成员间冲突行为及其结果进行分析。研究结果表明,在农产品营销领域,渠道冲突的频繁和激烈程度与渠道绩效存在显著相关关系,频繁发生的高强度的渠道冲突会对农产品流通效率与渠道成员关系质量产生消极影响;垂直渠道冲突和水平渠道冲突对渠道绩效的影响不同,前者会降低渠道绩效,而后者有助于提升整个渠道体系的效率水平;渠道冲突程度与诱发冲突的原因有密切关系,越是基于利益和目标的冲突,冲突程度越激烈,破坏性越强;不同渠道成员面对同一冲突事件所作出的反应不同,其中冲突观是决定性因素,培育更高层次、更为专业的营销主体对于降低渠道冲突发生概率具有积极意义;渠道协同(合作行为或意愿)对于避免和化解渠道冲突具有积极意义。文章指出,鉴于渠道协同在降低渠道冲突进而提高渠道绩效方面的重要作用,为降低冲突发生的可能性,提高渠道绩效,应在渠道系统内进行联合或一体化。

Based on the agricultural marketing that differ from previous research of channel conflict based on the general consumer market, the authors analyze the conflict behavior and the results of different channel members according to survey data from agricultural markets and management organizations. It shows that, in the field of agricultural product marketing, the level of frequency and severity of channel conflict and channel performance is highly correlated with each other; the frequent and high strength channel conflict will impose negative impact on the circulation efficiency of agricultural product and the quality of relation among channel members; and the vertical channel conflict and horizontal one will impose different influence upon channel performance. The first one will reduce the channel performance and the latter one will help improve the efficiency of channel system; the level of channel conflict and the causes for the conflict is highly correlated with each other. The more closely the relationship between interest and target the higher level of the conflict will be; different channel member will have different reaction to the same event and the members＇ view of conflict is the determinant for their reaction. Cultivating more professional participants of marketing is of great significance for us to reduce the probability of channel conflict; and collaboration （the cooperative behavior or the willingness） in the channel is of great significance for us to reduce or eliminate channel conflict. Because channel collaboration can help us to reduce channel conflict and improve channel performance, we should ally or integrate resources within the channel system to reduce the probability of channel conflict and improve channel performance.