蔬菜纵向渠道关系整合研究——基于270份调查问卷分析

Study on Vegetable Vertical Channel Relations Integration:Based on the 270 Questionnaires and the Structure Equation Model analysis

本文构建了蔬菜纵向渠道关系整合模型,运用结构方程模型分析了纵向渠道关系整合的变量关系及过程,认为纵向渠道关系整合过程是通过控制整合影响因素和调节整合传导因素来实现。蔬菜批发商与零售商的长期合作和默契常常能形成信任并保证继续合作的承诺,批零双方因短期利益而引发短视行为常常会损害信任关系,适应性困难、相互依赖不紧密和信息沟通不对等都会影响纵向渠道关系的长期健康发展。

This paper constructed the vegetable vertical channel relations integration model and analyzed its mechanism with the Structure Equation Model.The authors conclude that the vertical channel relations integration processes realizes through the integration influencing factors and adjusts the integration medium factors.Wholesalers generally believe that it is more easily to form the trust and guarantee continues cooperation with the old customers.While other informants initiate suspicions and quarrels with each other for small short-term benefit,which often harmed the trust relations.