基于双重视角下的关系要素对渠道绩效影响的实证分析
发布时间：2019-05-21 20:56
【摘要】：随着竞争的加剧,产品的差异化程度越来越低,市场竞争逐渐由产品竞争转移到了渠道竞争,营销渠道的多样化也就不断涌现。渠道绩效是渠道建立的关键因素,因此,绩效成为人们研究渠道的重要因素。与此同时,随着关系营销学的出现,国内外研究人员对关系的重视程度与日俱增,普遍认为关系对绩效的影响重大,但是这是在西方的研究背景之下的。关系在中国有着独特的含义,以至于西方在研究中国关系时仍用“Guanxi”来描述,所以很有必要结合中国的情形对关系和绩效进行新的解读。文章将以Gu、Hung和Tse提出的关系绩效模型为基础,结合中国渠道的特点,以关系要素为自变量,以渠道绩效为因变量,研究在渠道建设中关系对渠道绩效产生的影响以及影响的程度。同时,文章将会从渠道内部引入沟通作为中介变量,从渠道外部引入环境变动性作为调节变量,探索这两个变量对关系和渠道绩效模型的作用机制。本论文采用实证研究与文献研究相结合的方法。通过文献研究的方法来确定本文具体的研究思路,构建出了关系渠道绩效的研究框架,并进一步提出假设。采用问卷调查的方法,对从事营销工作的人群进行调查,收集营销活动中的有效样本数据共72份。采用实证数据分析的方法,对回收数据进行信度和效度分析,因子分析等一系列检验过程,得出重要的结论:环境的变动性削弱了关系对渠道绩效的正作用;沟通策略的选择有助于渠道绩效的提高。最后,针对本文的研究结论,给企业管理层提出了几点建议。
[Abstract]:With the aggravation of competition, the degree of product differentiation is getting lower and lower, the market competition has gradually transferred from product competition to channel competition, and the diversification of marketing channels will continue to emerge. Channel performance is the key factor of channel establishment, therefore, performance has become an important factor for people to study channels. At the same time, with the emergence of relationship marketing, researchers at home and abroad pay more and more attention to the relationship, and it is generally believed that the relationship has a great impact on performance, but this is under the background of western research. The relationship has a unique meaning in China, so that the West still uses "Guanxi" to describe the relationship in the study of Chinese relations, so it is necessary to make a new interpretation of the relationship and performance in the light of the situation in China. Based on the relationship performance model proposed by Gu,Hung and Tse, this paper will take the relationship elements as independent variables and channel performance as dependent variables according to the characteristics of Chinese channels. This paper studies the influence of relationship on channel performance in channel construction and the degree of influence. At the same time, the article will introduce communication as intermediary variable from within the channel and environmental variability as adjustment variable from the outside of the channel, and explore the mechanism of these two variables on the relationship and channel performance model. This paper adopts the method of combining empirical research with literature research. Through the method of literature research to determine the specific research ideas of this paper, the research framework of relational channel performance is constructed, and the hypothesis is further put forward. A questionnaire survey was used to investigate the population engaged in marketing, and 72 valid sample data in marketing activities were collected. By using the method of empirical data analysis, a series of test processes, such as reliability and validity analysis and factor analysis, are carried out to analyze the reliability and validity of the recovered data, and the important conclusions are drawn: the variability of the environment weakens the positive effect of the relationship on channel performance; The choice of communication strategy is helpful to improve channel performance. Finally, according to the conclusions of this paper, this paper puts forward some suggestions to the management of the enterprise.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
本文编号：2482396
[Abstract]:With the aggravation of competition, the degree of product differentiation is getting lower and lower, the market competition has gradually transferred from product competition to channel competition, and the diversification of marketing channels will continue to emerge. Channel performance is the key factor of channel establishment, therefore, performance has become an important factor for people to study channels. At the same time, with the emergence of relationship marketing, researchers at home and abroad pay more and more attention to the relationship, and it is generally believed that the relationship has a great impact on performance, but this is under the background of western research. The relationship has a unique meaning in China, so that the West still uses "Guanxi" to describe the relationship in the study of Chinese relations, so it is necessary to make a new interpretation of the relationship and performance in the light of the situation in China. Based on the relationship performance model proposed by Gu,Hung and Tse, this paper will take the relationship elements as independent variables and channel performance as dependent variables according to the characteristics of Chinese channels. This paper studies the influence of relationship on channel performance in channel construction and the degree of influence. At the same time, the article will introduce communication as intermediary variable from within the channel and environmental variability as adjustment variable from the outside of the channel, and explore the mechanism of these two variables on the relationship and channel performance model. This paper adopts the method of combining empirical research with literature research. Through the method of literature research to determine the specific research ideas of this paper, the research framework of relational channel performance is constructed, and the hypothesis is further put forward. A questionnaire survey was used to investigate the population engaged in marketing, and 72 valid sample data in marketing activities were collected. By using the method of empirical data analysis, a series of test processes, such as reliability and validity analysis and factor analysis, are carried out to analyze the reliability and validity of the recovered data, and the important conclusions are drawn: the variability of the environment weakens the positive effect of the relationship on channel performance; The choice of communication strategy is helpful to improve channel performance. Finally, according to the conclusions of this paper, this paper puts forward some suggestions to the management of the enterprise.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
【参考文献】
相关期刊论文 前4条
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