破坏性行为对营销渠道关系影响研究:基于经销商的视角

A Research on the Influence of Destructive Behavior on Marketing Channel Relationship:Based on the Perspective of Dealers

从经销商的视角出发,通过深入的市场调查和经销商的销售业绩来评估经销商对产品供应商的破坏性行为的认知是文章主要研究思路。研究发现经销商的反应大部分受诸如渠道成员品质、外部因素的影响会让供应商对破坏性行动产生退出、积极应对、消极接受、保持忠诚度四种反应。结果表明,这些经销商的反应有很多的相似之处,将影响行为发生后的营销渠道成员之间的关系质量。

Based on the perspective of dealers, thia paper mainly deals with the evaluation of the cognition of dealers who take destructive behaviors against suppliers through in-depth market research and the sales performance of dealers. It is found that most dealers＇ reactions are affected by channel member quality and external factors, which will produce four reaction to the destructive action of suppliers, such as retreat, constructive discussion, negative acceptance, and anger. The results show that the dealers＇ reactions have a lot of similarities, and will affect the quality of relationship between the marketing channel members after these behaviors.