渠道权力结构的过度倾斜与权力失效——基于农产品营销渠道的研究

本文通过对中国农产品营销渠道的考察,发现了渠道权力结构的过度倾斜与权力的失效问题。作者认为,在渠道权力结构理论背后存在着一个隐含命题,即渠道关系双方的规模与实力应当是对等的,或者二者之间的反差在一个合理的区间内。在渠道关系中,如果一方是为数众多、分散且规模弱小的成员,而另一方是规模巨大、实力较强的成员时,就会出现权力结构的过度倾斜,而当渠道中权力弱势地位一方采取一致性的“反抗”行为时,权力优势成员的权力就会失效。

Excessive Asymmetry of Marketing Channel Power Structure and Power Invalidation——Research Based on the Agricultural Product Distribution Channel

The author studies the problems of excessive asymmetry of channel power structure and power invalidation through the research on the agricultural product distribution channel in China.The author points out that there is a hidden proposition under the channel power structure theory,that is,the scale and strength of the two channel members in a rational channel relationship should be symmetrical or at least not too asymmetrical.If one side is dispersive and small and the other side is large and strengthful,the power structure will be excessively asymmetrical.So when the dispersive members take resistant behavior,the power of the strengthful member will be invalid.