渠道理论中的"相互依赖"新模式--一个跨学科的研究框架

尽管渠道理论研究的焦点在不断转移--从渠道"效率和效益"转向渠道"权力和冲突",再到以渠道"关系和网络"为重心,但"相互依赖"始终都是一个核心的基础性概念.本文在跨学科的视野下,借用相对成熟的国际关系理论,阐明了渠道"相互依赖"关系新模式:渠道中的相互依赖通常都表现出非对称性,这影响着关系规范的安排;相互依赖的脆弱性是影响关系成员采取行动的关键因素;构建和谐的渠道关系的途径是走向"复合相互依赖",即渠道成员之间的多渠道联系、各个问题没有等级之分、(威胁)退出关系不发生作用.

A New Interdependence Pattern of Channel Research:A Cross-subject Research Framework

Although the focus of channel research is shifting: beginning with "economical efficiency" and followed by "power and conflict", and then shifted to " relationship and network" nowadays, interdependence has always been a foundational construct. This paper uses generally aceepted theories of international relationship in a cross-subject framework to illustrate a new pattern of channel interdependence: (1) asymmetries of channel interdependence is usual, which has effect on the relationship norms; (2) the vulnerability of channel interdependence plays a critical role in the process of channel members' decision-making; (3) the way out to a harmonious channel interdependence is to reach a state of "complex interdependence", that is to say, channel members have a multi-channel relationship; each relationship problem is equal; and disengagement is of no effect to other members.