本文關(guān)鍵詞：自有品牌開發(fā)對零供關(guān)系及其質(zhì)量影響研究　出處：《東北財(cái)經(jīng)大學(xué)》2012年博士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 自有品牌 零供關(guān)系 渠道權(quán)力 零供協(xié)同 渠道博弈

【摘要】：在全球市場范圍內(nèi),零售商開發(fā)自有品牌已成業(yè)界普遍現(xiàn)象。自有品牌的出現(xiàn),可以說是市場力量不斷向零售商傾斜的結(jié)果,其不僅增強(qiáng)了零售商的實(shí)力,而且還提升了零售商的市場地位。零售商借由自有品牌開發(fā)向上游縱向整合,使得零供之間由純粹的垂直客戶關(guān)系變成了垂直競爭關(guān)系,這一方面強(qiáng)化了零售商的縱向約束能力,另一方面也改變了零供之間的互動關(guān)系。盡管國內(nèi)零售商自有品牌開發(fā)尚處于起步階段,但在全球市場范圍內(nèi),自有品牌發(fā)展已給供應(yīng)商帶來了巨大的挑戰(zhàn)和威脅。近年來,由于零供沖突不斷,零供關(guān)系已成為國內(nèi)學(xué)術(shù)界關(guān)注的熱點(diǎn)議題。但在目前國內(nèi)外的學(xué)術(shù)研究成果中,探討自有品牌開發(fā)對零供關(guān)系影響的研究成果并不多。本文針對這一研究問題,依托渠道理論、博弈理論和供應(yīng)鏈協(xié)同理論,將實(shí)證研究、數(shù)理邏輯和案例研究等方法相結(jié)合,分別從零供協(xié)同、零供渠道權(quán)力、零供渠道博弈和零供戰(zhàn)略關(guān)系四個(gè)視角來探討研究自有品牌開發(fā)對零供關(guān)系的影響,并在實(shí)證研究中檢驗(yàn)了自有品牌開發(fā)對零供關(guān)系質(zhì)量的影響。本文基于研究定位,經(jīng)歷了以下幾個(gè)關(guān)鍵步驟：首先,完成了零供關(guān)系的研究視角界定,確定了零供關(guān)系的四個(gè)主要視角,即零供協(xié)同、零供渠道權(quán)力、零供渠道博弈和零供戰(zhàn)略關(guān)系；其次,在整體研究框架得以確立的基礎(chǔ)上,為所界定的每一個(gè)零供關(guān)系視角找到所對應(yīng)的研究方法,即零供協(xié)同和零供渠道權(quán)力采取實(shí)證研究,零供渠道博弈采取數(shù)理邏輯研究,零供戰(zhàn)略關(guān)系采取案例觀察研究；然后,基于研究方法的選擇,確定了研究路徑,即通過企業(yè)高層訪談完成自變量量表開發(fā),立足國內(nèi)市場完成了實(shí)證問卷調(diào)查,并選取寶潔與沃爾瑪作為案例研究對象；最后,完成了國內(nèi)樣本企業(yè)的問卷調(diào)查和案例素材搜集。本文共有六章,主要內(nèi)容如下：第1章,導(dǎo)論。首先對自有品牌的產(chǎn)生與發(fā)展進(jìn)行了介紹,然后對本文選題背景、依據(jù)和研究意義進(jìn)行了闡述,確立了本文的研究定位；接下來,介紹了本文的主要研究問題、基本框架和研究目標(biāo)；最后陳述了本文的研究過程、研究方法以及創(chuàng)新點(diǎn)。第2章,文獻(xiàn)綜述。首先對本文研究所依托的相關(guān)理論進(jìn)行了綜述；然后對自有品牌與零供關(guān)系的研究進(jìn)行了綜述；最后,分別針對每個(gè)零供關(guān)系視角進(jìn)行了述評。第3章,自有品牌開發(fā)對零供協(xié)同、渠道權(quán)力關(guān)系的影響。本部分屬于實(shí)證研究,以自有品牌開發(fā)為自變量,以零供協(xié)同、渠道權(quán)力為中介變量,以零供關(guān)系質(zhì)量為因變量,從而構(gòu)建起實(shí)證研究模型,在問卷調(diào)查統(tǒng)計(jì)的基礎(chǔ)上完成對相關(guān)假設(shè)的檢驗(yàn)。第4章,自有品牌開發(fā)對零供渠道博弈關(guān)系的影響。本部分依據(jù)不同的渠道結(jié)構(gòu)模型,研究并探討了自有品牌開發(fā)對零供渠道博弈關(guān)系的影響。第5章,自有品牌開發(fā)對零供戰(zhàn)略關(guān)系的影響。本部分采取案例研究方法,對“寶瑪模式”進(jìn)行觀察和剖析,最終歸納出自有品牌開發(fā)對零供戰(zhàn)略關(guān)系影響的理論框架。第6章,結(jié)論、討論與展望。本部分對全文的主要研究結(jié)論進(jìn)行了總結(jié)和討論,并指出了本文的研究局限及拓展研究方向。本文研究發(fā)現(xiàn)：盡管國內(nèi)零售商自有品牌開發(fā)尚處于起步階段,但已經(jīng)在不同層面對零供關(guān)系及其質(zhì)量產(chǎn)生了影響。主要結(jié)論有：結(jié)論1：零售商自有品牌獲取獨(dú)立性越大,越會有效促進(jìn)零供協(xié)同水平的提高,進(jìn)而有效降低零供沖突,加強(qiáng)零供溝通和信任。結(jié)論2：與發(fā)達(dá)國家市場不同,目前中國市場自有品牌開發(fā)還尚未對零售商渠道權(quán)力產(chǎn)生顯著性正向影響,但零售商渠道權(quán)力的提升卻能夠有效加強(qiáng)零供之間的溝通、信任和承諾關(guān)系。結(jié)論3：零售商自有品牌開發(fā)規(guī)模對零供之間的承諾關(guān)系產(chǎn)生了顯著性負(fù)向影響；零售商自有品牌獲取獨(dú)立性對零供之間的信任、承諾關(guān)系產(chǎn)生了顯著性正向影響。結(jié)論4：自有品牌開發(fā)可被視為零售商的一種渠道行為,其改變了零供雙方的渠道博弈關(guān)系；自有品牌開發(fā)不僅是零售商獲取高額利潤的重要手段,更是對抗制造商直銷渠道策略的重要武器。結(jié)論5：自有品牌是一把“雙刃劍”,因零供之間戰(zhàn)略關(guān)系選擇不同而發(fā)揮不同的桿杠作用：自有品牌既可以促進(jìn)零供之間的戰(zhàn)略合作,也可以加劇零供之間的競爭博弈,是零供戰(zhàn)略關(guān)系調(diào)節(jié)的一個(gè)重要手段。本文創(chuàng)新之處：一是開發(fā)了自有品牌開發(fā)程度的衡量量表。二是立足中國現(xiàn)階段市場,通過實(shí)證研究發(fā)現(xiàn)了自有品牌開發(fā)對零供協(xié)同、渠道權(quán)力以及零供關(guān)系質(zhì)量的一些影響。三是探索研究并嘗試回答了自有品牌開發(fā)對零供關(guān)系的影響。
[Abstract]:In global market, development of own brand retailers has become the industry's common phenomenon. Private brands, can be said that the market forces continue to tilt the results of the retailers, not only enhances the retailer's strength, but also improve the retailer's market position. Retailers own brand development by upstream vertical integration, making for zero from purely vertical customer relationship into vertical competition relationship, this aspect to the retailer's longitudinal restraint ability, on the other hand also changed the relationship between zero for. Although domestic retailers own brand development is still in its infancy, but in global market, brand development has brought challenges to the supplier and the huge threat. In recent years, due to zero for conflicts, zero for the relationship has become a hot topic in the domestic academic circles. But in the current domestic and Foreign Studies Research results, to explore the research of brand development for the relation of zero is not much. In this thesis, based on the channel theory, cooperative game theory and supply chain theory, the empirical research method of combining mathematical logic and case study, respectively, from zero for collaborative, zero for channel power zero, for channel game zero for the relationship between the four and strategic perspective to explore the influence of brand development of zero for the relationship, and test the impact of brand development for the relationship between the quality of zero in the empirical research. This paper studies the positioning based on the experienced the following steps: firstly, the definition of zero for the study on relationship perspective, identified four main angle of zero for the relationship, which is zero for zero for synergy, channel power, channel zero zero for the game and for strategic relations; secondly, in the whole research framework to establish the foundation And for the definition of each zero for a perspective to find corresponding research methods, namely zero for collaboration and zero for channel power by means of empirical study, zero for the channel game take on mathematical logic, zero for strategic relations take the case study; then, the choice of research methods based on the research path. Through enterprise interviews completed independent variable scale development, based on the domestic market to complete the questionnaire, and selected the Procter & Gamble and WAL-MART as a case study; finally, completed the domestic enterprise sample surveys and case material collection. This paper consists of six chapters, the main contents are as follows: chapter first, introduction. First generation and the development of their own brands are introduced, then on the background, basis and research significance, establishes the research orientation of this paper; then, introduces the main research of this paper. The problem, the basic framework and research objectives; the final statement of the research process, research methods and innovations. The second chapter is literature review. Firstly, related theories of the research relies on are reviewed; then the research on the relationship between private brand and zero for review; finally, separately for each review from the angle of zero for the relationship. In the third chapter, the development of its own brand of zero for the coordination, influence the channel power relations. This part is an empirical study on brand development as independent variables, to zero for co channel power as the intermediary variable, to zero for the relationship quality as the dependent variable, in order to build the empirical model, based on the a questionnaire survey on the completion of the inspection of relevant assumptions. In the fourth chapter, influence the development of its own brand of zero for the channel game relations. This part on the basis of different channel structure model, and discusses its research Effect of brand development for channel game relationship to zero. In the fifth chapter, the influence of brand development strategy of zero for the relationship. This part uses the method of case study, observation and analysis of "polomec mode", finally summed up from a brand development strategy for the relation of zero theoretical framework. The sixth chapter is conclusion. Conclusion, discussion and outlook. This part of the main research are summarized and discussed, and points out the limitations of this research and development direction of research. This study found that: Although the domestic retailers own brand development is still in its infancy, but already in different levels of zero for the relationship quality and influence. The main conclusions are conclusion: 1: to obtain independent retailers own brand bigger, more effectively promote zero for collaborative level, so as to effectively reduce the zero for zero for conflict, strengthen communication and trust. Conclusion: with 2 The markets of developed countries, the current market China brand development is not yet on the retailer's channel power have significant positive effect, but the retailer's channel power upgrade can effectively strengthen the relationship between suppliers and communication, trust and commitment. Conclusion: 3 retailers own brand development scale had a significant negative effect on zero for commitment; retailers own brand to obtain independence to zero for the trust between, had a significant positive influence relationship commitment. Conclusion 4: brand development can be regarded as a kind of channel behavior of retailers, the change of zero for the relationship between the two sides of the game channel; brand development is not only an important means of retailers to get high profit, is an important weapon against manufacturers direct sales channel strategy 5. Conclusion: own brand is a "double-edged sword", because the strategic relationship between retailers and suppliers Choose a different play a role in different lever: own brand can promote strategic cooperation between suppliers, can also increase competition game between suppliers, is an important means for adjusting the zero strategic relations. The innovation of this article: one is the development of the measure scale of brand development degree is two. Based on the China Market at this stage, the empirical study found that its own brand for the development of collaborative zero channel power and zero for the relationship between the quality of some effects. The three is to explore research and try to answer the impact of brand development of zero for the relationship.

【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：F279.2;F273.2

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