【摘要】：在信息化和互聯(lián)網(wǎng)浪潮中,企業(yè)所生存的環(huán)境瞬息萬(wàn)變,面對(duì)日趨激烈的市場(chǎng)競(jìng)爭(zhēng),營(yíng)銷渠道成為了市場(chǎng)競(jìng)爭(zhēng)的關(guān)鍵性因素,可謂是“得渠道者,得天下”。而且,近年來(lái)隨著顧客需求的多樣化,營(yíng)銷渠道環(huán)境在社會(huì)文化和高新科技的發(fā)展下又有了新的機(jī)遇和挑戰(zhàn)。在這背景下,現(xiàn)在或未來(lái)的企業(yè)必將更多地把精力轉(zhuǎn)移到企業(yè)間的渠道合作關(guān)系的思考中來(lái)。信任和關(guān)系行為一直以來(lái)都是營(yíng)銷渠道關(guān)系研究中關(guān)鍵的核心領(lǐng)域。但這些研究并未把一定的管理措施即控制機(jī)制納入到信任與關(guān)系行為的研究當(dāng)中,并且對(duì)這類關(guān)系缺乏系統(tǒng)的動(dòng)態(tài)研究。營(yíng)銷渠道應(yīng)該是動(dòng)態(tài)的,企業(yè)間的渠道關(guān)系更應(yīng)該是隨著時(shí)間而變化的,因此,本研究把渠道關(guān)系生命周期納入到模型中,從而使這些研究具備一種有機(jī)的聯(lián)系。我們認(rèn)為,只有對(duì)上述領(lǐng)域和問(wèn)題之間的相互關(guān)系進(jìn)行必要的研究,其結(jié)論才能對(duì)我國(guó)營(yíng)銷渠道關(guān)系管理策略實(shí)踐具有借鑒的意義。所以,動(dòng)態(tài)、系統(tǒng)和全面的研究營(yíng)銷渠道中信任、監(jiān)控和關(guān)系行為的關(guān)系問(wèn)題有著極大的理論和現(xiàn)實(shí)意義。本文即是對(duì)該問(wèn)題所作的初步探究。本文通過(guò)對(duì)大量信任、監(jiān)控和渠道關(guān)系行為及渠道關(guān)系生命周期等領(lǐng)域相關(guān)文獻(xiàn)的梳理,提出了信任-監(jiān)控-渠道關(guān)系行為的綜合研究框架,研究探討在渠道關(guān)系生命周期的不同階段,零售商對(duì)供應(yīng)商的能力信任、善意信任和監(jiān)控如何對(duì)渠道關(guān)系行為產(chǎn)生影響。通過(guò)模型處理分析結(jié)果得出,在探索期,信任的兩個(gè)維度對(duì)業(yè)務(wù)合作都有正面的影響,監(jiān)控對(duì)善意信任調(diào)節(jié)作用顯著而對(duì)能力信任的調(diào)節(jié)作用不顯著;建構(gòu)期,信任的兩個(gè)維度對(duì)業(yè)務(wù)合作都有正面影響,監(jiān)控對(duì)能力信任是負(fù)的調(diào)節(jié)效應(yīng),對(duì)善意信任是正的調(diào)節(jié)效應(yīng);成熟期,信任的兩個(gè)維度對(duì)渠道關(guān)系都有正面影響,監(jiān)控對(duì)善意信任是負(fù)的調(diào)節(jié)效應(yīng),對(duì)能力信任是正的調(diào)節(jié)效應(yīng);衰退期,信任的兩個(gè)維度對(duì)渠道關(guān)系行為均沒(méi)有顯著影響,監(jiān)控的調(diào)節(jié)效應(yīng)也不顯著。總之,在渠道關(guān)系生命周期的不同階段,信任對(duì)渠道關(guān)系行為的影響作用不同,監(jiān)控的調(diào)節(jié)作用也有顯著性的變化。
[Abstract]:In the information and internet wave, the environment of the enterprise is changing rapidly, facing the increasingly fierce market competition, the marketing channel becomes the key factor of the market competition, which is the "To have a channel to the world.". Moreover, with the diversification of the customer's demand in recent years, the marketing channel environment has new opportunities and challenges in the development of the social culture and the science and technology. In this context, now or in the future, enterprises will focus more on the thinking of channel-to-business relationship among enterprises. Trust and relationship behavior has always been the key core area of marketing channel relationship research. However, these studies do not incorporate certain management measures, i.e., control mechanisms, into the study of trust and relationship behavior, and do not have a systematic dynamic study of such relationships. The marketing channel should be dynamic, and the channel relationship between the enterprises should be changed over time. Therefore, the study has incorporated the life cycle of the channel relationship into the model, so that the research has an organic relation. We believe that only the necessary research on the relationship between the above-mentioned areas and problems can be used for reference to the practice of marketing channel relationship management in our country. Therefore, the relationship between trust, monitoring and relationship behavior in dynamic, systematic and comprehensive research marketing channels has great theoretical and practical significance. This paper is a preliminary study of the problem. In this paper, a comprehensive research framework of trust-monitoring-channel relationship behavior is put forward by combing a lot of relevant documents in the fields of trust, monitoring and channel relationship behavior and channel relation life cycle, and the different stages of the channel relation life cycle are studied. The retailer's trust in the supplier's ability to trust and monitor how to influence the behavior of the channel. The result of the model processing analysis shows that in the discovery period, the two dimensions of trust have a positive influence on the business cooperation, and the regulation effect of the monitoring on the good faith trust regulation is remarkable and the ability trust is not obvious; the construction period and the two dimensions of the trust have a positive effect on the business cooperation, In the mature period, the two dimensions of trust have a positive effect on the channel relationship, the monitoring of the good faith is the negative regulation effect, and the trust is the positive adjustment effect; the decline period, The two dimensions of trust have no significant influence on the behavior of the channel, and the regulation effect of monitoring is not significant. In a word, in the different stages of the channel relationship life cycle, the influence of trust on the behavior of the channel relationship is different, and the regulation effect of monitoring also has a significant change.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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