多市场接触下的联合非伦理营销行为——基于市场集中度和产品差异度的二维分析模型

Joint Unethical Marketing Behaviors in the Context of Multimarket Contact——An Two-dimensional Model Based on Market Concentration and Product Differentiation

传统的非伦理营销行为研究多采用个体观、环境观和整合观,立足于组织内部或组织外部考察非伦理营销行为,本研究基于社会互动这一新的理论观点,聚焦于组织之间探讨多市场接触对企业联合非伦理营销行为的影响,在此基础上提出了市场集中度与产品差异度相结合的二维分析模型。该模型把多市场接触区分为四种不同的场景,并对非伦理营销行为在每一个场景中的发生机理做了详细讨论。研究结果发现,从区域Ⅰ到区域Ⅳ,多市场接触企业之间面向第三方的非伦理营销行为特征依次表现为勾结型、模仿型、纵容/默许型、扩散型。结果表明,在多市场接触情境下,企业针对第三方的非伦理营销行为不是自由意志的结果,而必须考虑此种行为对竞争对手带来的后果以及对方可能存在的行为反应。总体来看,多市场接触对企业之间的非伦理营销行为有正向影响,根本原因是多市场接触增加了企业之间的熟悉程度并导致企业之间相互节制。

Differ from prior research＇s exploring unethical marketing behaviors from the perspective of intra- or inter-organizations by basing on the views of individual, environment and integration, this study aims to examine how muhi-market contact affect joint unethical marketing behavior by taking social interactive view. A two-dimensional theoretical model that integrates market concentration and product differentiation has been developed. By dividing multi-market contact into four scenarios, the theoretical model explores the mechanisms of joint unethical marketing behavior regarding every scenario respectively. Result shows that joint unethical marketing behavior can be divided into four categories, i.e., collusion, imitation, indulgence/acquiescence and diffusion type. In addition, in the context of multi-market contact, any unethical marketing behaviors toward third party conducted by enterprises cannot be interpreted as the result of free will; Instead, they can be defined as the result of competitive interaction among competitors. In conclusion, muhi-market contact is positively related to joint unethical marketing behavior, which has been found resulting in the mutual familiarity and forbearance among enterprises caused by multi-market contact.