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2024 04 No.390 5-17
渠道多元化、跨渠道冲突与渠道内冲突:市场化水平的调节效应
基金项目(Foundation): 国家自然科学基金青年项目“全渠道背景下制造商渠道冲突及渠道整合研究”(72202178);国家自然科学基金面上项目“制造商视角的全渠道策略研究”(72072141)
邮箱(Email):
DOI: 10.14134/j.cnki.cn33-1336/f.2024.04.001
中文作者单位:

西北工业大学管理学院;西安交通大学管理学院;

摘要(Abstract):

文章以开放系统理论为基础,讨论制造商采用多元化的渠道对两种不同形式的渠道冲突的作用,以及市场化水平对渠道多元化与跨渠道冲突、渠道内冲突之间关系的调节效应。从中国制造商一方收集520份调查数据,引入市场化指数二手数据,应用统计方法分析数据和检验假设。文章的数据检验结果发现:第一,制造商采用多元化的销售渠道会导致制造商内部各条渠道之间产生冲突,也会加剧制造商与同一条渠道内合作经销商之间的冲突;第二,制造商采用多元化渠道通过加剧与同一条渠道中经销商之间的渠道内冲突,进而降低企业绩效;第三,市场化水平会弱化渠道多元化对跨渠道冲突的正向影响。文章最后从理论贡献、实际应用和研究不足等方面对研究结果进行了讨论。

关键词(KeyWords): 渠道多元化;跨渠道冲突;渠道内冲突;市场化水平;企业绩效
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基本信息:

DOI:10.14134/j.cnki.cn33-1336/f.2024.04.001

中图分类号:F274

引用信息:

[1]卢亭宇,庄贵军.渠道多元化、跨渠道冲突与渠道内冲突:市场化水平的调节效应[J].商业经济与管理,2024,No.390(04):5-17.DOI:10.14134/j.cnki.cn33-1336/f.2024.04.001.

基金信息:

国家自然科学基金青年项目“全渠道背景下制造商渠道冲突及渠道整合研究”(72202178);国家自然科学基金面上项目“制造商视角的全渠道策略研究”(72072141)

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