渠道竞合对制造商企业绩效的影响——基于悖论视角的研究

发布时间：2018-02-12 23:31

本文关键词： 竞合绩效渠道学习悖论　出处：《管理评论》2017年07期 　论文类型：期刊论文

【摘要】：本文基于悖论视角,建立了有关竞合模式的两个维度:竞合的平衡程度和平衡竞合的强度,并提供了一个概念模型用于检验渠道竞合的这两个维度对制造商企业绩效的影响,以及这一影响所潜在的学习机制。运用基于多项式回归的响应面方法对221份来自中国家电行业的调研数据所进行的实证分析发现:竞争和合作的平衡可以带来更高的制造商绩效,并且平衡的强竞合要优于平衡的弱竞合。研究还进一步显示,制造商的渠道学习在渠道竞合和制造商绩效之间起着中介的作用。本文的研究结论丰富了竞合理论和渠道研究,为制造商建立高效的渠道竞合活动提供了重要的实践指导。
[Abstract]:Based on the paradox perspective, this paper establishes two dimensions of the competing model: the degree of equilibrium and the intensity of equilibrium competition, and provides a conceptual model to test the impact of these two dimensions on the performance of manufacturers. Using the response surface method based on polynomial regression, the empirical analysis of 221 survey data from Chinese household appliance industry shows that the balance of competition and cooperation can bring more. High manufacturer performance, Moreover, the strong competition of equilibrium is better than the weak competition of equilibrium. The research further shows that channel learning of manufacturer plays an intermediary role between channel competition and manufacturer performance. The conclusion of this paper enriches the theory of competition and channel research. It provides important practical guidance for manufacturers to establish efficient channel competition activities.
【作者单位】：河海大学商学院;上海交通大学安泰经济与管理学院;陕西师范大学国际商学院;
【基金】：国家自然科学基金项目(71172128;71102064) 长江学者和创新团队发展计划资助(IRT13030) 教育部人文社科基金(11YJC630169) 河海大学中央高校基本科研业务费项目(2015B13014) 北京市社科基金项目(14JGC107)
【分类号】：F274;F426.6

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