本文選題：協(xié)作性溝通 + 溝通質(zhì)量��； 參考：《大連理工大學(xué)》2015年碩士論文

【摘要】：無(wú)論是市場(chǎng)營(yíng)銷研究者還是實(shí)踐者都十分重視渠道溝通在渠道關(guān)系建設(shè)中的重要作用。渠道溝通在營(yíng)銷渠道運(yùn)作過(guò)程中起著工具和載體的作用,對(duì)于合作伙伴來(lái)說(shuō),掌握渠道溝通的各個(gè)方面和維度,關(guān)注渠道溝通中的行為問(wèn)題,提升渠道整體的溝通質(zhì)量將有利于渠道的整體運(yùn)作和企業(yè)績(jī)效的提升。雖然學(xué)術(shù)界和實(shí)踐界都已經(jīng)認(rèn)識(shí)到了渠道溝通對(duì)企業(yè)績(jī)效和關(guān)系發(fā)展上的重要作用,但是對(duì)如何開(kāi)展有效的組織間溝通以及對(duì)渠道溝通如何影響企業(yè)績(jī)效的作用機(jī)理仍然不十分清晰。而且,隨著企業(yè)業(yè)務(wù)的多樣性不斷發(fā)展,組織客戶也來(lái)自于不同文化背景,組織文化對(duì)渠道溝通行為會(huì)產(chǎn)生怎樣的影響呢?目前來(lái)看將組織文化與渠道溝通綜合起來(lái)進(jìn)行研究的少之又少。因此,本文從渠道溝通理論和文化理論入手,提出組織間協(xié)作性溝通的文化權(quán)變模型。本文的研究對(duì)象是提供外包服務(wù)的服務(wù)外包提供商,通過(guò)現(xiàn)有的溝通理論,對(duì)渠道溝通進(jìn)行分類和維度劃分,提出了由高頻率、雙向性、正式性和非強(qiáng)制性內(nèi)容4個(gè)維度構(gòu)成的二階構(gòu)念“協(xié)作性溝通”；然后通過(guò)理論回顧尋找協(xié)作性溝通影響企業(yè)績(jī)效的中間變量,發(fā)現(xiàn)溝通質(zhì)量對(duì)企業(yè)績(jī)效有明顯的作用,并且不確定性規(guī)避和權(quán)力距離對(duì)協(xié)作性溝通與溝通質(zhì)量二者間的關(guān)系會(huì)產(chǎn)生調(diào)節(jié)作用,在假設(shè)推導(dǎo)的基礎(chǔ)上通過(guò)實(shí)證研究對(duì)模型進(jìn)行了驗(yàn)證。本文的研究結(jié)論：(1)營(yíng)銷渠道中,外包服務(wù)提供商的協(xié)作性溝通正向影響溝通質(zhì)量；(2)渠道溝通質(zhì)量會(huì)對(duì)企業(yè)績(jī)效產(chǎn)生正向作用,溝通質(zhì)量是協(xié)作性溝通與企業(yè)績(jī)效的中間變量；(3)渠道溝通過(guò)程中,不確定性規(guī)避會(huì)增強(qiáng)協(xié)作性溝通與溝通質(zhì)量的正向關(guān)系,即當(dāng)不確定性規(guī)避程度較高時(shí),將會(huì)增強(qiáng)協(xié)作性溝通對(duì)溝通質(zhì)量的正向影響；(4)權(quán)力距離會(huì)減弱協(xié)作性溝通與溝通質(zhì)量的正向關(guān)系,即當(dāng)權(quán)力距離程度較高時(shí),將會(huì)削弱協(xié)作性溝通對(duì)溝通質(zhì)量的正向影響。本文創(chuàng)新點(diǎn)：分析了營(yíng)銷渠道中協(xié)作性溝通對(duì)企業(yè)績(jī)效的影響機(jī)理；在組織間情境中探索了文化變量對(duì)協(xié)作性溝通和溝通質(zhì)量之間的調(diào)節(jié)作用,豐富了文化對(duì)溝通行為和效果的理論研究,為企業(yè)管理者提供了優(yōu)化渠道溝通體系的方向。
[Abstract]:Both marketing researchers and practitioners attach great importance to the important role of channel communication in the channel relationship construction.Channel communication plays a role as a tool and carrier in the process of marketing channel operation. For partners, we should master all aspects and dimensions of channel communication and pay attention to the behavior problems in channel communication.Improving the overall communication quality of the channel will be conducive to the overall operation of the channel and the improvement of enterprise performance.Although the academic and practical communities have recognized the important role of channel communication in enterprise performance and relationship development,However, the mechanism of how to carry out effective inter-organizational communication and how channel communication affects enterprise performance is still unclear.Moreover, with the continuous development of business diversity, organizational customers also come from different cultural backgrounds, how will organizational culture affect channel communication behavior?At present, the organizational culture and channel communication are rarely studied.Therefore, based on the theory of channel communication and cultural theory, this paper puts forward the cultural contingency model of inter-organization cooperative communication.The research object of this paper is the service outsourcing provider which provides outsourced services. Through the existing communication theory, the channel communication is classified and dimensionally divided, and proposed by the high frequency, bidirectional,The second order structure of "cooperative communication" is composed of formal and non-mandatory content, and then through theoretical review to find out the intermediate variables of collaborative communication that affect enterprise performance, it is found that communication quality has a significant effect on corporate performance.And uncertainty avoidance and power distance will regulate the relationship between cooperative communication and communication quality. The model is verified by empirical research on the basis of hypothesis derivation.In the marketing channel, the cooperative communication of the outsourcing service provider positively affects the communication quality. (2) the channel communication quality will have a positive effect on the enterprise performance.Communication quality is the intermediate variable of cooperative communication and enterprise performance. In the process of communication, uncertainty evading will enhance the positive relationship between collaborative communication and communication quality, that is, when the degree of uncertainty evasion is high,Power distance will weaken the positive relationship between cooperative communication and communication quality, that is, when the power distance is high, it will weaken the positive influence of cooperative communication on communication quality.This paper analyzes the influence mechanism of cooperative communication on enterprise performance in marketing channels, explores the role of cultural variables in regulating cooperative communication and communication quality in inter-organizational context.It enriches the theoretical research on communication behavior and effect of culture, and provides the direction of optimizing channel communication system for enterprise managers.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 鄧少軍,范方志;營(yíng)銷渠道溝通的行為分析[J];當(dāng)代財(cái)經(jīng);2005年11期

相關(guān)碩士學(xué)位論文 前1條

1 李新;渠道邊界人員關(guān)系特征對(duì)渠道溝通質(zhì)量影響的實(shí)證研究[D];武漢科技大學(xué);2010年

，

本文編號(hào)：1742065