零售渠道研究综述与展望:基于知识图谱方法北大核心CSSCI

顾客需求的变迁与信息技术的发展推动了零售渠道的持续变革,促进了零售行业商业模式的不断创新,新型零售方式不断出现,线上线下渠道融合趋势日益明显,零售渠道从单一结构演变为多渠道与全渠道结构,而正是零售行业的实践创新激发了零售渠道研究主题和热点的变化。基于知识图谱分析理论,应用引文可视化分析工具,分别对2007—2016年间中国知网中文文献数据库以及科睿唯安英文文献数据库中的渠道研究相关文献进行文献计量与可视化分析,通过对高被引文献、作者合作网络、共引文献网络、关键字聚类与突现、共引文献等的梳理发现,近年来企业零售实践不断探索创新,从单一渠道发展到多渠道,再发展到全渠道与新零售,零售渠道理论研究热点也不断推进不断变化,由传统的单一渠道转移到双渠道、多渠道、互联网渠道,再转移到渠道整合与跨渠道,进而转移到全渠道以及渠道融合、供应链整合、数据驱动下的新零售模式研究。未来,随着零售实践的进一步推进,顾客跨渠道行为与渠道整合绩效研究、新零售环境下渠道决策优化研究、新型渠道场景与零售服务研究将有可能成为渠道研究新的热点。     

制造商渠道多元化与跨渠道冲突：企业规模和跨渠道整合的调节作用

互联网技术和电子商务的发展为企业采用多渠道销售产品提供了有力的支持。采用不同类型的渠道销售产品成为企业塑造竞争力的重要途径,但同时也对企业对多渠道进行管理带来了挑战。文章基于多渠道相关研究,探讨企业渠道多元化对跨渠道冲突的影响,以及企业规模、跨渠道整合对上述关系的调节效应。以185家制造企业为对象,通过问卷调查收集数据,运用多元层次回归对研究假设进行检验。研究结果表明,企业的渠道多元化会激化跨渠道冲突;企业规模正向调节渠道多元化与跨渠道冲突之间的关系;跨渠道整合负向调节渠道多元化与跨渠道冲突之间的关系。     

新零售背景下商贸流通跨渠道整合的结构维度与测量

新零售背景下,跨渠道整合成为商贸流通业高质量发展的重要选择.本文通过梳理商贸流通跨渠道整合的内涵,划分出统一、共享、协调与互惠四个结构维度,采用文献研究法和专家访谈法,开发基于新零售的商贸流通跨渠道整合初始测量量表.进一步利用二次大规模问卷调查数据,对初始测量量表进行探索性因子分析和验证性因子分析,得到包含12个测量题...     

跨组织视角下的营销渠道治理:制度环境的影响(英文)

营销渠道研究是营销研究的一个重要组成部分。随着市场中竞争性环境的变化以及营销理论的发展,营销渠道研究的关注点从强调效率和利益转向强调权力和冲突,进而转向联网以及关系和联盟。在研究渠道治理过程方面,以往的营销渠道研究大多采用以效率为基础的任务环境视角,而在很大程度上忽视了以合理性为基础的制度环境方法。本文提出,营销渠道从本质上说是一种制度安排和跨组织关系。因此,企业在治理营销渠道时,必须关注其决策和行为的接受度与认可度。本文先是回顾了营销渠道治理和跨组织关系方面的理论与研究,进而从中吸收有价值的观点,提出了理论框架和一些命题,并通过两则案例研究进行解释和检验。     

消费者介入对跨渠道购买意愿的影响机理探查

随着电子商务和网上零售市场的发展,消费者一改原有单一渠道购买方式,倾向于采取实体店、网上以及移动终端相结合的跨渠道购买方式。从本质而言,消费者不同渠道的购买方式是渠道选择的差异。对消费者跨渠道购买进行研究,不仅是适应新经济发展形式的要求,而且是为企业在多渠道环境下维护顾客忠诚、制定合理的渠道营销策略、开展线上线下业务提供合理化建议。本研究在界定消费者介入与跨渠道购买内涵的基础上,对消费者介入对跨渠道购买意愿影响机理进行研究,并初步建立了影响机理理论的模型。     

我国营销渠道中渠道成员间相互信任关系的实证研究

本文在国内外关于渠道成员间相互信任关系的相关文献进行综述的基础上,从组织因素、人际信任和成员双方的对称性承诺三个方面构建本研究的分析框架,通过实证调研与数据分析,深入探讨了它们与渠道成员间相互信任程度的影响关系。本研究对相关的理论研究和企业实践都有一定的指导意义。     

我国营销渠道中渠道成员间相互信任关系的实证研究

本文在国内外关于渠道成员问相互信任关系的相关文献进行综述的基础上,从组织因素、人际信任和成员双方的对称性承诺三个方面构建本研究的分析框架,通过实证调研与数据分析,深入探讨了它们与渠道成员间相互信任程度的影响关系.本研究对相关的理论研究和企业实践都有一定的指导意义.     

跨渠道保留行为的影响机制研究

随着近年来我国经济的飞速发展,企业的多渠道营销行为也日益增多,越来越多的企业也纷纷开始在其现有的实体渠道之外开辟相对独立的网络渠道进行立体化的直销。而多渠道营销战略不仅是B2C领域的专利,还成为了B2B领域执行分销活动的主打策略,企业已经开始从传统的以生产为中心的经营范式开始向以渠道管理和消费者管理为中心的范式转型。而正是由于这样的多渠道环境,使得顾客间的沟通和顾客转换销售商都变得更加简便,企业的顾客群极易因跨渠道而流失,因此如何最大限度地做好消费者的跨渠道保留,成为企业当下亟待解决的问题。在本文中,在学界对多渠道营销中渠道的搭便车行为研究成果的基础之上,重点从渠道、供应商和消费者三个关键维度对跨渠道保留行为的内涵和影响机制进行归纳分析,以期为未来的学术研究提供理论依据。进而对企业的多渠道整合实践以及跨渠道保留提供相关理论支持和建议。     

互联网渠道类型与管理机制研究

文章在回顾理论研究的基础上,以Appcom公司为典型企业,探讨了互联网渠道的类型、特征及如何有效管理互联网渠道。案例分析表明：互联网渠道包括了直接和间接两种类型,各自具有不同的特征。企业在管理互联网渠道时,一方面可以借鉴原有实体渠道中的管理方式,另一方面需要协调好企业内部各职能部门间、与第三方电子商务平台以及经销商等相关利益者间的关系,并解决互联网渠道与实体渠道间的冲突。文章的研究结论对于试图或者正在尝试互联网渠道的传统企业具有显著的指导意义,同时也拓展了现有的渠道理论研究。     

基于渠道权力理论的我国家具业内销网络建设

本文在回顾渠道权力理论相关文献的基础上,深入分析我国家具业内销渠道网络建设受阻的原因,并有针对性地提出了家具业内销网络建设的一般路径。本文的研究将为我国家具企业争取渠道权力、正确处理供销关系进而拓宽内销渠道网络、打开国内市场提供理论依据。希望对正徘徊在国门内外的家具企业有一定的启发,对于其他出口转内销的产业也同样能起到某种程度上的借鉴作用。     

The Impact of Cross-Channel Integration on Retailers’ Sales Growth

The authors propose a conceptual framework to explain whether and under what firm-level conditions cross-channel integration impacts firm sales growth. To test the theory, the authors conduct a qualitative grounded-theory study to build a measurement tool for cross-channel integration at four levels and analyze longitudinal data on 71 publicly traded U.S. retail firms from 2008 to 2011, gathered from multiple secondary sources. The findings reveal that cross-channel integration stimulates sales growth, but that firm online experience and physical-store presence weaken this effect.     

Branding over Internet and TV Advertising

This study examined the effect of cross-channel integration of an advertiser's television spot and website that featured additional advertising messages specifically designed for the ad campaign on consumer responses. The results revealed that cross-channel integration of advertising enhanced consumers’ attitudes toward the television spot, perceived media engagement, and brand attitudes. Implications for advertisers and directions for future research are also discussed.     

出口与企业生产率:由实证而理论的最新拓展

出口与企业生产率之间关系的研究属于国际贸易研究的最新论题,这原本是个实证论题,后来被提升到理论层面。大量的实证研究文献集中在"自我选择效应"和"出口学习效应"两个命题。理论层面的拓展以对传统理论之企业无差异假定条件的打破为基点。文章在对1995-2006年关于出口与企业生产率关系的实证与理论研究进行归纳、总结的基础上提出了进一步研究的方向。     

Beyond the fad: a critical review of consumer fashion involvement

Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and analysed, followed by directions for future research, theoretical and managerial implications, and limitations.     

Organisational ambidexterity and firm performance: burning research questions for marketing scholars

ABSTRACT

Organisational ambidexterity is an important topic in management research having grown meteorically over the past 17 years. Yet, very few studies in marketing examine organisational ambidexterity. Where studies do exist, seldom do they do justice to its theoretical richness and complexity. This complexity is a significant hurdle for scholars and managers alike, but theory and practice on organisational ambidexterity can benefit substantively from the input of scholars outside the realm of management. This paper provides scholars and managers with a detailed analyses, documentary and corpus of reference material documenting the development, definition, theoretical assumptions and conceptual treatment, measurement and empirical findings to do with organisational ambidexterity. Drawing on this detailed analysis, the paper identifies the burning research questions marketing scholars should give urgent attention to advance theory and practice on organisational ambidexterity.     

Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research

The authors review 50 empirical retailing research papers that have appeared over the last 20 years to take stock of what we know, need to know better, and do not know yet about within-retailer cross-channel effects of omnichannel retail marketing strategies on (a) consumer responses over their purchase journeys, i.e., online and/or offline search, purchase intention, frequency, amount, returns, loyalty, and (b) the retail firm's aggregate outcomes (e.g., sales, costs, profits, product returns) by channel and overall. Specifically, the authors focus on five strategies: (1) the addition of online channel by an offline retailer; (2) the addition (or subtraction) of offline channels by an online retailer; (3) addition of mobile shopping channel (website and/or app) by offline and/or online retailer; (4) cross-channel integration strategies; and (5) retail marketing mix strategies. The author/s integrate findings from empirical research on these strategies into a number of ‘insights’ about ‘what we know’. Prominent among these are the following: Adding a transactional online channel to an offline channel improves the retailer's overall sales even though offline channel sales can be cannibalized to some degree. Adding an offline channel by an online retailer, however, boosts online channel sales as well as overall sales of the retailer. Similarly, adding a mobile shopping channel usually increases customer purchase frequency and amount and overall sales of the retailer in the long-term. Strategies for greater cross-channel integration generally have a positive effect on a retailer's overall performance while online advertising has positive effects on offline channel consideration and sales as well as overall sales of a multichannel retailer. Other insights or findings that need further study or open questions are also identified. The paper closes with managerial implications of the derived empirical insights, and suggestions for future research.     

A Multi-Level Analytical Framework of Firm Strategic Change

Firm strategic change has attracted increased attention from strategic management scholars over the past few decades. With an aim to review the existing research and to provide a future research agenda, this study presents a multi-level analytical framework of the drivers of a firm’s strategic change. Specifically, we focus on the environment-, organizational-, and individual-level factors. Empirical studies at each of the three levels have been thoroughly reviewed. We further discuss the theoretical differences and relationships among the three levels of factors. This study concludes with important theoretical implications for firm strategic change research and also suggests a few future research directions on this topic.     

Redesigning after-sales service: Impact on incumbent product distribution channels

With the growth of multi-channel retailing, many firms that have traditionally relied upon third-party service providers to offer after-sales service (AS) have introduced direct AS channel. While there exist a few studies that examine the effects of adding a direct sales channel on the sales revenue of incumbent channels, there are no studies investigating the effects of adding direct AS channel. This study tries to fill this research gap by exploring cross-channel effects of including AS through the firm's direct brand stores on performance (i.e., revenue, assortment width, and extent of upselling) in both direct and indirect channels. A matched difference-in-difference quasi-experimental design was used to compare the sales outcomes of test and control groups using a five-year longitudinal dataset from a large dual-channel consumer durables firm. Results reveal that providing AS through the firm's direct channel has a positive significant effect on the revenue and upselling in the indirect channel, but no significant impact on assortment width in the indirect channel. However, unlike hypothesized, it results in significantly lower revenue, assortment width, and upselling in the direct channel. We interpret these negative effects as arising from customer confusion and perceived retail crowding. Overall, our research highlights that implementation of going direct with AS should be done with utmost care. Our findings would serve as a building block for future studies that are conducted to understand the dynamic cross-channel effects of introducing direct AS, and would be useful for drawing comparisons and contrasts.     

Examining Antecedents to Supply Chain Security Effectiveness: An Exploratory Study

In recent years there has been increasing emphasis on managing risk and security in supply chains. Despite this emphasis, there have been relatively few empirical studies dealing with this issue. In an attempt to partially address this lack of empirical research, the primary purpose of this study was to explore the relationship between security management practices and the perceived effectiveness of supply chain security. With a resource‐based view of the firm and supply chain integration as theoretical underpinnings, the study utilized survey data to test propositions derived from the security literature. Internal and external integration efforts, a nodal planning focus, and proactive motivations related to security measures were found to be positively related to security effectiveness. The article concludes with implications for security stakeholders including suggestions for future research.