渠道权力结构的网络效应研究——从渠道权力研究的"二元范式"到"三元结构"

针对渠道权力理论研究限于"二元"分析范式的不足,以交换网络理论与资源依赖理论等为基础,初步考察了由三个渠道成员构成的三元网络中权力结构的决定因素。研究发现,二元关系之间相互影响的网络效应,对网络中的权力结构产生了较大的影响;在三元环式网络中去,网络结构的闭合不仅会导致权力在网络中的重新分配,还会导致网络中渠道成员角色与功能的变化。要想更全面、深刻地理解渠道系统中的权力结构,必须将二元关系还原到其嵌入其中的渠道网络中,考察网络结构的影响。

A Study on the Network Effect of Marketing Channel Power Structure——From "Dyadic Paradigm" to "Triadic Structure"

Aiming at the defect of the dyadic paradigm in present channel power theory,the authors study the determinants of power structure in a triadic channel network preliminary.The research finds that the network effect which is defined that dyadic relationships influence each other has important impact on the power structure in the network.Meanwhile in a circle triadic network,the closure of the network leads to not only the change of power structure but also the change of channel members' roles and functions.The authors argue that power structure can be understood more deeply by putting a dyadic relationship back to a channel network and considering the influences of network structure.