| 1,622 | 23 | 815 |
| 下载次数 | 被引频次 | 阅读次数 |
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。
Abstract：Based on open systems theory this article discusses the effect of manufacturers adopting diversified channels on two different forms of channel conflicts,and it also examines the moderating effect of the marketization level on the relationship between channel diversification,cross-channel conflicts,and intra-channel conflicts.This article collects 520 survey data from Chinese manufacturers,introduces second-hand data from the marketization index,and applies statistical methods to analyze the data and test hypotheses.We find that,firstly,the adoption of diversified sales channels by manufacturers can lead to conflicts between various channels within the manufacturer,and also exacerbate conflicts between manufacturers and cooperating distributors within the same channel.Secondly,manufacturers adopt diversified channels to exacerbate intra-channel conflicts with distributors in the same channel,thereby reducing the firm's performance.Thirdly,the marketization level will weaken the positive impact of channel diversification on cross-channel conflicts.At the end of the article,the research results are discussed from the perspectives of theoretical contributions,practical applications,and research shortcomings.
[1]MISHRA R,SINGH R K,KOLES B.Consumer decision-making in Omnichannel retailing:literature review and future research agenda [J].International Journal of Consumer Studies,2021,45(2):147-174.
[2]上海家电网.非凡十年：多元渠道升级造就华帝强韧发展力[EB/OL].(2022-12-30)[2023-03-10].https://www.jiadian.com.cn/xinwen/show-91742.html.
[3]搜狐网.良品铺子半年报发布：稳占高端零食市场已构建行业领先全渠道营销网络[EB/OL].(2022-08-29)[2023-05-07].https://www.sohu.com/a/580750919_135869.
[4]新华网.第三方物流供货被调包，茅台走电商之路引热议[EB/OL].(2018-05-26)[2022-05-30].https://baijiahao.baidu.com/s?id=1601487839513953014&wfr=spider&for=pc.
[5]K?UFERLE M,REINARTZ W.Distributing through multiple channels in industrial wholesaling:how many and how much?[J].Journal of the Academy of Marketing Science,2015,43(6):746-767.
[6]JINDAL R P,REINARTZ W,KRAFFT M,et al.Determinants of the variety of routes to market [J].International Journal of Research in Marketing,2007,24(1):17-29.
[7]FüRST A,LEIMBACH M,PRIGGE J K.Organizational multichannel differentiation:an analysis of its impact on channel relationships and company sales success [J].Journal of Marketing,2017,81(1):59-82.
[8]WEBB K L,LAMBE C J.Internal multi-channel conflict:an exploratory investigation and conceptual framework [J].Industrial Marketing Management,2007,36(1):29-43.
[9]VON BERTALANFFY L.General system theory:foundations,development,applications [M].New York:Braziller,1968:31-68.
[10]KAST F E,ROSENZWEIG J E.Organization and management:a systems approach [M].New York:McGraw-Hill,1974:9-25.
[11]KATZ D,KAHN R L.Organizations and the system concept [J].Classics of Organization Theory,1978,80(4):161-172.
[12]BRADFORD K D,STRINGFELLOW A,WEITZ B A.Managing conflict to improve the effectiveness of retail networks [J].Journal of Retailing,2004,80(3):181-195.
[13]庄贵军，席酉民，周筱莲.权力、冲突与合作——中国营销渠道中私人关系的影响作用[J].管理科学，2007(3):38-47.
[14]HOMBURG C,VOMBERG A,MUEHLHAEUSER S.Design and governance of multichannel sales systems:financial performance consequences in business-to-business markets [J].Journal of Marketing Research,2020,57(6):1113-1134.
[15]庄贵军，周南，周筱莲.营销渠道中依赖的感知差距对渠道冲突的影响[J].系统工程理论与实践，2003(7):57-62,117.
[16]张闯，张涛，庄贵军.渠道关系强度对渠道权力应用的影响——关系嵌入的视角[J].管理科学，2012(3):56-68.
[17]VINHAS A S,ANDERSON E.How potential conflict drives channel structure:concurrent (direct and indirect) channels [J].Journal of Marketing Research,2005,42(4):507-515.
[18]付晓蓉，曾常发，谢庆红.长期关系中渠道冲突对企业创新能力的影响研究[J].科研管理，2016(3):59-67.
[19]寿志钢，张起元.渠道冲突真的一无是处吗?——分销商的感知冲突、感知承诺与信息分享意愿的关系[J].经济管理，2011(11):130-137.
[20]AILAWADI K L.Commentary:omnichannel from a manufacturer's perspective [J].Journal of Marketing,2021,85(1):121-125.
[21]FRAZIER G L,ANTIA K D.Exchange relationships and interfirm power in channels of distribution [J].Journal of the Academy of Marketing Science,1995,23(4):321-326.
[22]WEBB K L,DIDOW N M.Understanding hybrid channel conflict:a conceptual model and propositions for research [J].Journal of Business-to-Business Marketing,1997,4(1):39-78.
[23]新浪网.小米线下经销商遭盈利难题，新零售模式或陷多重困局[EB/OL].(2018-05-24)[2022-07-05].http://gd.sina.com.cn/jingji/dt/2018-05-24/detail-ihaysvix9389114.shtml.
[24]KOZA K L,DANT R P.Effects of relationship climate,control mechanism,and communications on conflict resolution behavior and performance outcomes [J].Journal of Retailing,2007,83(3):279-296.
[25]NORTH D C.Institutions and the process of economic change [J].Management International,2005,9(3):1-7.
[26]夏春玉，张志坤，张闯.私人关系对投机行为的抑制作用何时更有效?——传统文化与市场经济双重伦理格局视角的研究[J].管理世界，2020(1):130-145,239.
[27]赵晶，王明.利益相关者、非正式参与和公司治理——基于雷士照明的案例研究[J].管理世界，2016(4):138-149,167.
[28]胡珺，宋献中，王红建.非正式制度、家乡认同与企业环境治理[J].管理世界，2017(3):76-94,187-188.
[29]马连福，曹春方.制度环境、地方政府干预、公司治理与IPO募集资金投向变更[J].管理世界，2011(5):127-139,148,188.
[30]YANG D,SHENG S,WU S,et al.Suppressing partner opportunism in emerging markets:contextualizing institutional forces in supply chain management [J].Journal of Business Research,2018,90(9):1-13.
[31]王小鲁，樊纲，胡李鹏.中国分省份市场化指数报告(2018)[M].北京：社会科学文献出版社，2019:15-176.
[32]WANG J J,LI J J,CHANG J.Product co-development in an emerging market:the role of buyer-supplier compatibility and institutional environment [J].Journal of Operations Management,2016,46(1):69-83.
[33]方军雄.信息公开、治理环境与媒体异化——基于IPO有偿沉默的初步发现[J].管理世界，2014(11):95-104.
[34]赵云辉，张哲，冯泰文，等.大数据发展、制度环境与政府治理效率[J].管理世界，2019(11):119-132.
[35]YANG Z,SU C,FAM K S.Dealing with institutional distances in international marketing channels:governance strategies that engender legitimacy and efficiency [J].Journal of Marketing,2012,76(3):41-55.
[36]BAI X,SHENG S,LI J J.Contract governance and buyer-supplier conflict:the moderating role of institutions [J].Journal of Operations Management,2016,41(1):12-24.
[37]SHENG S,ZHOU K Z,LI J J,et al.Institutions and opportunism in buyer-supplier exchanges:the moderated mediating effects of contractual and relational governance [J].Journal of the Academy of Marketing Science,2018,46(6):1014-1031.
[38]刘慧龙，吴联生.制度环境、所有权性质与企业实际税率[J].管理世界，2014(4):42-52.
[39]PENG M W,WANG D Y L,JIANG Y.An institution-based view of international business strategy:a focus on emerging economies [J].Journal of International Business Studies,2008,39(5):920-936.
[40]ZHOU K Z,GAO G Y,ZHAO H.State ownership and firm innovation in China:an integrated view of institutional and efficiency logics [J].Administrative Science Quarterly,2017,62(2):375-404.
[41]SKITI T.Institutional entry barriers and spatial technology diffusion:evidence from the broadband industry [J].Strategic Management Journal,2020,41(7):1336-1361.
[42]BANALIEVA E R,EDDLESTON K A,ZELLWEGER T M.When do family firms have an advantage in transitioning economies?Toward a dynamic institution-based view [J].Strategic Management Journal,2015,36(9):1358-1377.
[43]纪雅杰，马德青，胡劲松.供应商管理库存下基于消费者行为偏好的全渠道运营策略[J].中国管理科学，2021(1):82-96.
[44]GAO G Y,MURRAY J Y,KOTABE M,et al.A “strategy tripod” perspective on export behaviors:evidence from domestic and foreign firms based in an emerging economy [J].Journal of International Business Studies,2010,41(3):377-396.
[45]ZHOU K Z,LI J J,SHENG S,et al.The evolving role of managerial ties and firm capabilities in an emerging economy:evidence from China [J].Journal of the Academy of Marketing Science,2014,42(6):581-595.
[46]LUO Y.An integrated anti-opportunism system in international exchange [J].Journal of International Business Studies,2007,38(6):855-877.
[47]ZHUANG G,XI Y,TSANG A S L.Power,conflict,and cooperation:the impact of guanxi in Chinese marketing channels [J].Industrial Marketing Management,2010,39(1):137-149.
[48]COELHO F J,EASINGWOOD C.Multiple channel systems in services:pros,cons and issues [J].The Service Industries Journal,2004,24(5):1-29.
[49]FORNELL C,LARCKER D F.Structural equation models with unobservable variables and measurement error:algebra and statistics [J].Journal of Marketing Research,1981,18(3):382-388.
[50]BAGOZZI R P,YI Y.On the evaluation of structural equation models [J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[51]LINDELL M K,WHITNEY D J.Accounting for common method variance in cross-sectional research designs [J].Journal of Applied Psychology,2001,86(1):114-121.
[52]查晓宇，张旭梅，但斌，等.全渠道模式下制造商与零售商的O2O合作策略研究[J].管理工程学报，2022(3):215-224.
[53]GAO F,SU X.Omnichannel retail operations with buy-online-and-pick-up-in-store [J].Management Science,2017,63(8):2478-2492.
[54]EYUBOGLU N,KABADAYI S,BUJA A.Multiple channel complexity:conceptualization and measurement [J].Industrial Marketing Management,2017,65(6):194-205.
[55]STERN L W,EL-ANSARY A I.The consumer behavior:an information processing perspective [M].Englewood Cliffs:Prentice Hall,1992:19-35.
[56]MORIARTY R T,MORAN U.Managing hybrid marketing systems [J].Harvard Business Review,1990,68(6):146-155.
[57]KIM J C,CHUN S H.Cannibalization and competition effects on a manufacturer's retail channel strategies:implications on an omni-channel business model [J].Decision Support Systems,2018,109(5):5-14.
[58]JOHN G,SCHEER L K.Commentary:governing technology-enabled omnichannel transactions [J].Journal of Marketing,2021,85(1):126-130.
[59]庄贵军，邓琪，卢亭宇.跨渠道整合的研究述评：内涵、维度与理论框架[J].商业经济与管理，2019(12):30-41.
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)
2025-11-28
2025
2025-11-28
2025-11-28
2025
0
2024-04-15
2024-04-15