供应链渠道交涉关系探讨

Research on Negotiating Relationship among Supply Chain Channels

随着企业间竞争的加剧,越来越多的企业开始引入供应链管理思想,与其他企业合作构建供应链渠道,渠道成员间关系变得更加复杂。为更好地推进供应链渠道关系研究,文章将供应链渠道关系分为横向、纵向两个层面,并从协调、竞争两个视角观察供应链渠道关系,从纵向层面把握供应链渠道内部成员间力学关系及其对渠道成员交涉行为的影响。研究发现,供应链渠道成员在协调与竞争关系下展开渠道交涉行为,渠道成员间合作水平由渠道成员间合作倾向决定,渠道成员间依存关系与其合作水平存在悖反关系。在渠道交涉过程中,渠道领导者与渠道成员通过诱因条件与贡献努力的交换实现供应链渠道从属交易的交换,从而使得供应链渠道成员维持长期交易关系。供应链渠道协调关系下,渠道成员不仅重视渠道经济性评价,而且重视渠道中的社会性结合关系等非经济因素,协调关系可扩大渠道交涉可接受范围,加深渠道成员间合作,提高供应链渠道交涉效率,降低渠道交涉费用,抑制交涉中的机会主义行为;供应链渠道竞争关系下,渠道成员通过形成自己的差异化能力,实现供应链渠道控制的目的,形成其他渠道成员或消费者对其产生的非替代性选择偏好,且竞争关系可使渠道领导者在渠道交涉中通过较低的诱因条件实现渠道控制,从而更好地实现其供应链渠道目标。

After the concept of supply chain management is widely used, many companies cooperate with each other to build the supply chain channel, and channel relationships among members become more complex. To better promote the research on channel relationship in supply chain, the author divides channel relationship in supply chain to such two levels as horizontal level and vertical level, observes that from such two aspects as coordination and competition, and understand the mechanical relationship among the internal members of supply chain channels and the impact on the negotiating relationship. It is found that, while negotiating in the light of coordination and competition among members of supply chain channels, the level of cooperation among channel members will be determined by the intention of cooperation among channel members, and there is the contradictive relationship between the interdependence among channel members and their cooperation. In negotiating, the exchange of subordinate transaction of supply chain channel between channel leaders and channel members will be realized by incentive condition and contribution, which will in turn make the long-term relation among supply chain channel members to be maintained. In the light of coordinate relation in supply chain channel, channel members will not only pay attention to the economic evaluation on channel, but also pay attention to other noneconomic evaluations. In the light of competitive relation, channel members will gain their capability for differentiation to realize control on supply chain channel.