价值共创、分销商网络结构嵌入与合作绩效

Value Co-creation,Distributor Network Structure Embedding and Cooperation Performance

企业间价值共创的重要影响得到理论界和实践者的一致认可,但现有研究主要关注价值共创的直接影响效果,缺乏从企业网络视角探讨价值共创影响效果的边界条件。本文以价值共创理论和社会网络理论为理论基础,探讨渠道价值共创对合作绩效的影响以及分销商网络密度和网络中心性的调节作用。文章以制造商与分销商的合作关系为研究情境,实证分析从国内制造商企业调研并获取的288份有效问卷。研究结果表明:第一,制造商与分销商价值共创会提高双方合作绩效;第二,分销商网络密度会增强价值共创对合作绩效的正向影响,而分销商网络中心性对价值共创与合作绩效关系的调节作用不显著。研究结果揭示了渠道情境下企业间价值共创对合作绩效的影响,丰富了价值共创与社会网络关系的理论研究,并帮助企业管理者更加了解网络结构嵌入特性对企业间价值共创效果的影响,从而能以更科学的方式开展企业间价值共创,构建紧密的合作关系。

The important impact of value co creation among enterprises has been unanimously recognized by theorists and practitioners,but the existing research mainly focuses on the direct impact effect of value co creation,and lacks the boundary conditions to explore the impact effect of value co creation from the perspective of enterprise network.Based on value co creation theory and social network theory,the impact of channel value co-creation on cooperation performance and the regulatory role of distributor network density and network centrality is discussed.Taking the cooperative relationship between manufacturers and distributors as the research situation,288 valid questionnaires investigated and obtained from domestic manufacturers are analyzed.The results show that:first,the value co creation of manufacturers and distributors will improve the cooperation performance of both sides;Second,the distributor network density will enhance the positive impact of value co creation on cooperation performance,while the distributor network centrality has no significant regulatory effect on the relationship between value co creation and cooperation performance.The research results reveal the impact of value co creation among enterprises on cooperation performance under the channel situation,enrich the theoretical research on the relationship between value co creation and social network,and help enterprise managers better understand the impact of the embedded characteristics of network structure on the effect of value co creation among enterprises,so as to develop value co creation among enterprises in a more scientific way and build a close cooperative relationship.