营销渠道行为与治理研究分析范式的转换:从二元分析到网络分析转换的路径与挑战

Transformation of Analytical Paradigm in Research on Marketing Channel Behavior and Governance:Path and Challenge of Transformation from Dyadic Analysis to Network Analysis

学界已认识到将一个二元渠道关系从其嵌入其中的渠道网络中隔离出来进行研究无法完全解释渠道成员的行为与治理战略的过程与结果,因而在渠道行为与治理研究中从传统二元分析转向网络分析是渠道理论演化的一个必然方向。以现有研究文献为基础,归纳了从二元分析转换到网络分析的三条路径,即三元渠道网络分析、自我中心网络分析和全网络分析,并讨论了每一种转换路径中相关理论与研究方法的适用性。最后,从网络结构变量测量、多层次网络分析和文化与制度等情境要素与网络分析的结合三个方面讨论了对渠道进行网络分析的若干挑战,并提出了未来的研究方向。

In the academic circle,it has been recognized that the research by isolating a dyadic channel relationship from the channel network in which it is embedded cannot explain fully the behaviors of channel members or the process and outcome of governance strategy.Therefore,in the research on channel marketing and governance,transforming from the traditional dyadic analysis to network analysis is an inevitable direction of channel theory evolvement.Based on the existing literature,this paper summarizes the three paths of transforming from dyadic analysis to network analysis,i.e.triadic channel network analysis,egocentric network analysis and whole network analysis.This paper further discusses the application of related theories and research methods in each path.Finally,this paper discusses the challenges in network analysis of channel from measurement of network structure variables,multi-level network analysis,and the combination of network analysis and contextual factors such as cultural and institutional factors,and puts forward future research directions.