企业间销售线索分享是多多益善吗?——基于特许经营渠道关系的实证研究

Is It Better to Share More Leads among Enterprises?An Empirical Study of the Relationship between Franchising Channels

现有的企业间营销渠道信息分享研究主要关注宽泛层面的信息分享,很少关注越来越普遍的销售线索分享及其独特性。基于汽车特许经营渠道中300家4S店的实地调研数据,从特定类型的信息分享视角实证分析,发现仅仅增加特许人分享的销售线索数量会降低受许人对销售线索的使用效果;特许人分享的销售线索丰富度(拉力)可以扭转特许人分享的销售线索数量对销售线索使用效果的负面效应,而特许人的监控(推力)却不能弱化其负面效应;通过强化受许人对销售线索的跟进,特许人分享的销售线索丰富度提升了受许人对销售线索的使用效果。上述结论有助于未来研究细分企业间信息分享的类型,为有效提升信息分享效果提供更为深刻的洞察;通过将销售线索区分为两个维度(信息数量和丰富度),识别出不同维度信息量作用的差异,有助于推进渠道企业间信息分享研究。

The existing research on marketing channel information sharing between enterprises mainly focuses on the wide level of information sharing,and little attention is paid to the more and more common lead sharing and its uniqueness.Based on the field survey data of 3004S stores in the automobile franchise channel,the empirical analysis from the perspective of specific types of information sharing shows that only increasing the number of sales leads shared by franchisees will reduce the use effect of franchisees on sales leads;the richness(pull)of the sales leads shared by franchisor can reverse the negative effect of the number of sales leads shared by franchisor on the use effect of sales leads,while the monitoring(push)of franchisor can not weaken its negative effect;by strengthening the franchisee′s follow-up of the sales leads,the richness of the sales leads shared by the franchisor improves the franchisee′s use of the sales leads.The above conclusions will be helpful for the future research on the types of information sharing among subdividing enterprises,and provide more insight for effectively improving the effect of information sharing;by dividing the sales leads into two dimensions(information quantity and richness),we can identify the difference of information quantity in different dimensions,which is helpful to promote the research of information sharing among channel enterprises.