花卉市场渠道权力使用对渠道合作的影响研究——以关系承诺为调节变量

Research on the Impact of the Use of Channel Power on Channel Cooperation in the Flower Market——Taking Relationship Commitment as an Adjustment Variable

花卉市场是特殊的农产品专业市场,花卉市场中存在的渠道管理问题尤为复杂,龙头企业借助强制性权力与非强制权力的使用对花农施加影响,目的是要花农顺从其管理或命令,此举往往使得龙头企业和花农的渠道合作关系受到破坏。在此背景下,研究花卉市场中渠道权力使用对渠道合作关系的影响十分必要,以期对其他类型专业市场的渠道管理形成指导作用。

Flower market is a special kind of agricultural product markets and the channel management problems existing in it are particularly complex. The leading enterprises impose effects on growers mainly through the coercive and non-coercive power and aim to enable growers unconditionally obey to their management or command, thus, the channel partnerships between the leading enterprises and growers are damaged. In this context, the study of the impacts of the uses of power on the channel cooperation is very necessary, which can play the guiding role in the channel management in other professional markets.