渠道组织形式与渠道治理策略对应关系的聚类分析

A Cluster Analysis on the Relationships between Channel Organization Modes and Channel Governance Strategies

渠道组织形式与渠道治理策略存在对应关系,然而对此仍缺乏经验证据的支持。本文通过对519家制造企业的问卷调查收集数据,测量交易治理的产权、权威和激励三个维度并对测量结果进行聚类分析,得出渠道组织形式的类型,包括公司型、特许—管理型、关系型和不稳定型四种类型。除不稳定型以外,其他三种类型均与事先的分类吻合。加入互依结构变量之后的分析结果进一步表明,聚类分析的结果是稳健的,支持渠道组织形式与渠道治理策略之间的对应关系。在理论方面,本文的研究结果支持“根据渠道组织形式制定和选择企业的渠道治理策略”的观点;在实践方面,启示企业可以根据渠道组织形式,结合交易治理中产权、权威和激励三维度的具体情况,来确定应当采用的渠道治理策略。

There exist a corresponding relationship between channel organization modes and channel governance strategy,but there is still a lack of empirical evidence to support it.Taking the relationship between channel organization mode and channel governance strategy as the research object,based on the data collected through the questionnaire survey of 519 manufacturing enterprises,by measuring the three dimensions of property right,authority and incentive of transaction governance,and making a cluster analysis on the measurement results,this paper finds channel organization modes which include“company mode”,“franchise-management mode”,“relational mode”and“unstable mode”.With the exception of“unstable mode”,the other three types are consistent with the prior classification.The variables of interdependence structure are then added for further analysis,and the results show a robust support for the correspondence between channel organization modes and channel governance strategies.In terms of theory,this study verifies that it is feasible to formulate and select channel governance strategy according to the form of channel organization.In practice,the revelation of this study is that,enterprises can determine what kind of channel governance strategy should be adopted according to the channel organization modes and the specific situation of the three dimensions of transaction governance-ownership,authority and incentives in the three dimensions.