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。     

论营销渠道联盟冲突及其治理

本文界定了营销渠道联盟冲突的概念,分析了营销渠道冲突的种类,然后提出了若干治理措施,为渠道联盟成功实施并稳定发展提供保证。     

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.     

营销渠道联盟成员背逆分析

营销渠道联盟,是企业为了实现双赢目标或利益而形成的一种成员关系联盟,目的是联盟成员共同开发市场,共同承担市场责任和风险,实现共赢发展。从渠道联盟的形成及内涵、渠道联盟成员背逆的内涵及界定入手,从渠道联盟外部环境因素和内部组织心理的角度分析了渠道联盟成员背逆的问题,提出了渠道成员背逆的防范对策。     

基于价值链的渠道战略联盟管理

本文主要对我国渠道发展历史进行分析,探讨我国开展渠道战略联盟的时机和方法,以及管理模式和价值,以期对我国生产企业以及经销商开展渠道合作与联盟提供参考建议。     

渠道战略联盟价值实例分析

本文结合对公司渠道价值链的观察与思考,通过对可口可乐公司客户服务系统(CSS系统)建立和维护的深入研究,探讨其管理模式和价值,希望能够为国内的同类企业带来启示。     

企业营销渠道亟待战略调整

企业面临的市场环境正发生着深刻的变革，终端业态的层出不穷和日益强大的新型终端正在对厂商提出强有力的挑战，适时的进行渠道重整和变革已是刻不容缓。研究分析企业所处的外部环境变化基础，依据渠道设计的基本原则给出了渠道战略调整的思路。     

营销渠道联盟的风险治理策略研究

渠道联盟在提高市场反应速度、享受规模报酬效益、降低成本等方面具备强大的优势和发展潜力,它作为一种新型的渠道形式越来越受到理论界和企业界的关注。然而作为一种利益共同体,在面对整体利益最优的同时,成员个体也在追逐着个体利益的最大化,而这就决定了渠道联盟在共同合作的基础上将会始终面临着成员个体之间的竞争与博弈。竞争的存在为渠道联盟的发展带来了风险,本文针对营销渠道联盟的风险进行了分析,并相应地分别从成员选择、组织建设、利益分配以及信任机制等几个方面给出了风险治理策略。     

建立手机市场分销渠道战略联盟之理论分析

随着消费信息化和个性化趋势的增强，国内手机制造商面临着国外竞争对手和分销渠道内组织的挑战。本文从分析目前手机制造商和中间商的相互关系出发，探讨了手机渠道变革的必要性，以及从理论上分析了建立手机分销渠道战略联盟的可能。     

论营销渠道创新

随着改革的深入、经济的发展,企业之间竞争也由产品竞争、价格竞争发展到营销渠道竞争营销渠道是市场营销的关键所在,直接关系到企业的兴衰成败,要想在渠道竞争中保持优势,就要在原有渠道的基础上有所创新。如何进行不同环境下的营销渠道创新,利用和发展不同的新环境、新技术,是营销渠道创新的主题。     

Marketing Cooperation in Automotive Strategic Alliances

ABSTRACT

The increasing numbers of strategic alliances formed in many industries have been noted and discussed since the 1980s. This paper describes and analyzes change and stability in the patterns of cooperation that occurred within the global automotive industry during the period 1991–1995, with a particular focus on marketing and distribution cooperation. The geographical reach of marketing alliances is analyzed. The scope of the cooperation that occurs within inter-company alliances with marketing contents is also discussed, and the effect of participation in marketing alliances on individual actors is addressed. Using structural network methods, two measures of centrality are used and compared in order to determine the most central actors. The consequences of maintaining positions with different degrees of centrality in the alliance networks are discussed. The use of longitudinal data allows for analyses of the dynamic, changing nature of marketing alliances in the broader context of other forms of cooperation.     

物流联盟企业间的信任博弈分析

物流联盟是为了达到比单独从事物流活动所能取得的更好的效果而在企业间形成的相互信任、共担风险、共享收益的物流伙伴关系,在物流联盟中建立信任关系十分重要。本文认为,物流联盟企业出于企业利益、企业生存发展等方面的考虑,企业之间存在信任关系博弈,通过重复博弈建立起来的信誉是企业联盟发展的价值资源;物流联盟成员企业只有建立在相互信任的基础上,才能在资源共享、优势互补、共担风险的合作方式下,把握市场脉搏,实现联盟企业共同的目标。     

International Strategic Alliances

Abstract

This paper reports the findings of an empirical investigation of strategic alliance agreements between UK firms and their European, Japanese and US partners. The aim of this paper is to shed some light on the international strategic alliance activity of UK firms and ascertain the objectives and motives of international strategic alliances. In addition, the perceived performance of the strategic alliance is considered together with the perceived level of satisfaction of a range of alliance activities. The findings should prove to be a useful guideline for researchers and practitioners engaged in understanding international strategic alliances. The analysis should allow managers to examine the important issues in the formation of international strategic alliances and allow them to understand the assessment of performance and satisfaction of the alliances formed.

Key Results: The findings have shown a definite pattern in UK international strategic alliance activity. The results of the study indicate that the majority of UK firms engage in international partnerships for marketing-related activities and are essentially driven by the financial cost and risk of entering a foreign market; access to overseas market and improving market share. The findings have also indicated that the majority of UK managers are satisfied with the overall performance of the international strategic alliance.     

战略网络内部相互信任风险与信任机制研究

相互信任可以减少组织间的交易成本、提高网络运行效率、有效降低网络风险和促进隐含知识的共享。但从信息经济学角度看,战略网络内部存在逆向选择带来的“逆向选择”信任风险和败德行为带来的“败德行为”信任风险。因此,如何认识战略网络内部信用风险,并建立有效的相互信用机制来防范风险,成为战略网络管理的关键问题之一。     

The Establishment of Global Marketing Strategic Alliances by Small and Medium Enterprises

Within the constraints of financial resources, it remains possible for SMEs to find ways of cultivating their global marketing activities. Based on the balanced scorecard concept, we are able to develop a model, under a two-stage diagnostic process of subjective and objective conditions, to assist SMEs in making the best available choice in their global marketing activities.Following on from our examination of Taiwanese SMEs, this empirical study proposes four types of global marketing activities: the setting up of upstream and downstream joint after-sales service centers; the establishment of joint distribution warehouses; the development of products with regional characteristics; and the building of domestic and global retail distribution channels.     

在企业战略联盟中建立信任

在当今国际竞争背景下 ,战略联盟已经触及到了联盟参与者的核心竞争优势 ,随之而来的是公司与企业文化的深层次变化。企业联盟的成功涉及许多因素 ,信任是其中最重要的因素之一。所以在联盟的企业之间如何建立信任关系 ,如何在战略联盟中有效实施在管理者控制范围之内的信任管理机制尤为重要。     

Global Strategic Alliances:

No abstract available for this article.     

Strategic Positioning of Alliances

In this paper we use a simple linear demand structure to analyze firms’ and alliances’ strategic positioning with regard to cost reduction and product differentiation. In particular, we compare investment decisions under competition and in alliances and analyze comparative static properties concerning changes in market size. In contrast to Porter (1980 Porter, M.E. 1980. Competitive Strategy, New York: The Free Press. [Crossref] [Google Scholar]), this model explicitly allows firms to allocate their budget between the two strategies. The analysis reveals that the optimal allocation of resources for strategic positioning changes markedly when a firm enters an alliance: the general investment level decreases with a shift towards more cost reduction and less product differentiation. Another finding is that alliances (as well as independent firms) in larger markets invest more in both strategies and investment is driven towards product differentiation. These results are in line with Klepper’s (1996 Klepper, S. 1996. Entry, exit, and innovation over the product life cycle. American Economic Review, 86(3): 562–83.  [Google Scholar]) findings as they show that the attractiveness of following cost leadership or differentiation strategies changes through industry evolution.     

渠道战略伙伴关系研究

渠道战略伙伴,是企业为了实现双赢目标或利益而形成的一种合作关系。目的是重新安排渠道中企业角色,改善企业间合作基础,以渠道战略伙伴的整体性降低渠道上成员之间交易的中间成本。研究伙伴间关系的需求选择与形成、维系与巩固、动态运行与磨合的存续过程,能增加信息共享水平,缩短交货期,提高用户满意度,以渠道整体性战略发挥较大的竞争优势,维系渠道伙伴成员持续共赢效用。     

Global versus Local Strategic Alliances

The authors present a framework within which to decide when a firm should choose a single global strategic alliance partner, when regional alliances are more appropriate, and when it should use multiple local partners. Strategic factors proposed as determining this choice refer to: (1)economies of scale; (2)competitive pressure; (3)market and environmental certainty; and (4)global coordination. Operational considerations that constrain the choice involve: (1)market restrictions; (2)resource availability; (3)fiduciary risk; and (4)adaptation needs. These two sets of factors interact to suggest the appropriate geographical scope of strategic alliances. Two case examples are evaluated within this framework; one dealing with a global strategic alliance, the other with local strategic alliances.