营销渠道中的渠道关系、权力使用与投机行为

文章基于营销渠道行为及关系营销理论,以制造商与其经销商之间的关系为研究平台,检验了制造商的关系营销导向以及跨组织私人关系对其使用权威机制以及经销商投机行为的影响。研究结果表明:制造商的关系营销导向对于其使用非强制性权力有显著的正向影响,对其使用强制性权力虽然没有直接影响,但会通过跨组织私人关系(情感性与工具性)产生负向影响;制造商与其经销商之间的跨组织私人关系(情感性与工具性)会抑制制造商使用强制性权力,工具性私人关系会促进其使用非强制性权力;制造商使用强制性权力会加重经销商的投机行为。最后,讨论了研究结果与应用及未来的研究方向。

Channel Relationship,Exercises of Power and Opportunistic Behavior in Marketing Channel

Based on the theory of marketing channel behavior and relationship marketing,this paper empirically tests the effects of manufacturers’ relationship marketing orientation and interpersonal guanxi on manufacturers’ exercises of power which eventually affect the opportunistic behavior of dealers.It comes to the following conclusions: Manufacturers’ relationship marketing orientation positively affects the exercises of non-coercive power,but it has no direct impact on exercises of coercive power.Instead,it indirectly affects the exercises of coercive power through interpersonal guanxi(emotional and instrumental).Interpersonal guanxi(emotional and instrumental) between manufacturers and dealers has a negative impact on the exercises of coercive power.Besides,instrumental guanxi has a positive impact on the exercises of non-coercive power;the manufacturers’ exercises of coercive power exacerbate the dealers’ opportunistic behavior.Finally,results and implications are discussed.