渠道权力应用、冲突与合作:营销渠道网络结构嵌入的影响

Channel Power,Conflict and Cooperation: The Effects of Channel Network Structural Embeddedness

传统渠道行为研究以两个渠道成员构成的二元渠道关系为分析单位,而忽略了渠道关系嵌入其中的渠道关系网络的作用。针对这一理论缺陷,文章将社会网络理论中的两个变量——网络密度和网络中心性引入渠道权力、冲突与合作研究框架,从社会网络结构嵌入的角度尝试将渠道权力研究从二元分析向网络分析方向推进。通过对调查数据的分析,检验了经销商群体的网络密度和经销商的网络中心性对制造商渠道权力应用的影响。研究结果表明,经销商网络密度和网络中心性均对制造商应用非强制性权力有显著正向影响,而对应用强制性权力无显著影响。文章研究发现为探索将渠道行为研究从二元分析范式向网络分析转向提供了经验。

Traditional channel research takes channel dyad as the analysis unit but neglects the role of channel network. This paper integrates two important network variables, i. e. , network density and centrality into a framework of channel power, conflict and cooperation, and empirically tests the impacts of dealer＇s network structure on manufacturer＇s use of power from the perspective of structural cmbeddedness. The research findings show that both dealer＇s network density and centrality have positive effects on manufacturer＇s use of non-coercive power while showing no significant effects on coercive power use. The research findings are valua- ble for exploring the path from dyadic analysis to network analysis of channel behavioral research.