营销渠道中关系风险、控制机制与角色绩效研究

发布时间：2019-06-25 08:42

【摘要】：在市场竞争日益激烈的今天,为了能够取得在市场上的竞争优势,渠道成员企业之间都会选择合作以提高自己的竞争力。但是,许多研究已经发现渠道成员之间的合作伴随着较高的失败率。导致高失败率的一个重要原因就是渠道成员之间的合作与渠道成员自身内部的合作相比拥有更高的风险。所以,如何应对这种较高的风险成为一个亟待研究的问题。总体而言,现有研究主要关注了控制机制的使用对感知关系风险的影响,而较少有实证研究关注感知的关系风险如何影响渠道成员对控制机制的选择。因此,本文将从决策过程的角度,探究购买商感知的关系风险是如何影响购买商对结果控制与过程控制的选择以及结果控制与过程控制的使用对供应商角色绩效的作用。本文以家具、电脑及其零配件行业为研究背景,以该行业中的购买商为调研对象。通过问卷调查的方式获得了206份有效问卷,为本文的实证研究提供了数据基础。对回收的数据运用SPSS20和AMOS20进行分析,以保证指标体系的可靠性与有效性。然后,运用多元层次回归模型以探究感知的关系风险、控制机制、角色绩效之间的关系。实证研究结果表明,购买商感知的关系风险会增加购买商对结果控制与过程控制的使用。而结果控制与角色绩效之间的关系呈倒U形,过程控制与角色绩效之间的关系呈U形,结果控制与过程控制的交互作用会提高角色绩效。本文的主要贡献在于从决策过程的角度研究了关系风险、控制机制、角色绩效间的关系。根据本文的研究结论,渠道成员要想降低感知的关系风险,需要在感知风险较高时使用基于结果或过程的控制方式。同时,需要注意控制机制的使用并一定就会达到预期的效果。其效果依赖于控制机制本身使用的程度,渠道管理者需要适当的调节控制机制的使用程度才能发挥其降低风险、维护渠道关系的作用。
[Abstract]:In today's increasingly fierce market competition, in order to achieve competitive advantage in the market, channel member enterprises will choose to cooperate to improve their competitiveness. However, many studies have found that cooperation among channel members is accompanied by a high failure rate. One of the important reasons for the high failure rate is that the cooperation between channel members is at higher risk than that within channel members themselves. Therefore, how to deal with this high risk has become an urgent problem to be studied. Generally speaking, the existing studies mainly focus on the impact of the use of control mechanism on perceived relationship risk, while few empirical studies pay attention to how perceived relationship risk affects the choice of control mechanism by channel members. Therefore, from the perspective of decision-making process, this paper will explore how the relationship risk perceived by purchasers affects the buyer's choice of result control and process control, and the role of the use of result control and process control on supplier role performance. This paper takes the furniture, computer and its spare parts industry as the research background, and takes the purchasers in this industry as the research object. 206 valid questionnaires were obtained by questionnaire survey, which provided a data basis for the empirical study of this paper. The recovered data are analyzed by SPSS20 and AMOS20 to ensure the reliability and effectiveness of the index system. Then, the multiple hierarchical regression model is used to explore the relationship among perceived relationship risk, control mechanism and role performance. The empirical results show that the relationship risk perceived by the buyer will increase the buyer's use of result control and process control. The relationship between result control and role performance is inverted U-shaped, and the relationship between process control and role performance is U-shaped. The interaction between result control and process control will improve role performance. The main contribution of this paper is to study the relationship between relationship risk, control mechanism and role performance from the perspective of decision-making process. According to the conclusion of this paper, in order to reduce the perceived relationship risk, channel members need to use results-based or process-based control when the perceived risk is high. At the same time, we need to pay attention to the use of the control mechanism and will certainly achieve the desired results. Its effect depends on the degree of use of the control mechanism itself. Channel managers need to properly adjust the degree of use of the control mechanism in order to play a role in reducing risks and maintaining channel relations.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F424

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