渠道权力理论基础上渠道沟通与渠道产出的实证研究

首都经济贸易大学硕士学位论文渠道权力理论基础上渠道沟通与渠道产出的实证研究姓名：杨达申请学位级别：硕士专业：企业管理指导教师：温宏建20100301IIIAbstractCommunicationisrecognizedasgluethatholdtogetherthechannelmembers.Appropriatecommunicationhelpstobuildanefficientandsmoothdistributionchannelwhichcanimproveallthemembers’performance,whileinappropriatecommunicationcanruinangoodchannel,whichmaymakechannelmemberslosttheirmoneyandcausethechannel’scollapse.Channelcommunicationissoimportantthatitbecomesandynamicmarketingresearchfieldinthewesternworld.InChina,peoplefocusmoreonchannelconflictandrarelynoticechannelcommunicationwhichhasconsideredtobeanmaincauseofchannelconflict.Successfulchannelrelationship,whichcanimprovechanneloutcome,canbeachievedbyappropriatecommunication.Channeloutcome,thatissatisfactionandcommitment,caninfluencechannelmembers’financialperformancewhileagoodonecanhelptobuildcompetitiveadvantage.Ascommunicationhappensinthechannel,itisaffectedbythechannelpower.Powerconditionswithinthechannelcanbesymmetricalorasymmetricalanddifferentcommunicationstrategyshouldbetakenaccordingly.Therearefourdimensionstodescribeancommunicationstrategy:communicationfrequence,modality,contentanddirection.Howcanacommunicationstrategybechoosedundercertainpowerconditiontomaximumchanneloutcome?Practicalsuggestionthathowtomatchcommunicationstrategytopowerstructureisconcludedfrominformationsthatcollectedfromdistributors.Keywordschannelpower;channelcommunication;channeloutcome154200330~3320051P16-18P16248Geyskens1999SCOSPSS348marketingchannelmarketingchannelPoterePowerAutoriasAuthority20043569-20081200412://://://://zhidao.baidu.com/question/47444041.html?fr=ala0548communication.=ala016648ABBABBABABPowerMeasurementintheDistributionChannelAdelI.El-AnsaryLouisW.SternDahlJakkiMohrJohnR.Nevin182004124719-2008120AdelI.El-AnsaryLouisW.SternPowerMeasurementintheDistributionChannelJournalofMarketingResearch1972247~5212748DwyerWalkerPowerandRelationshipCommitment:TheirImpactonMarketingChannelMemberPerformanceJamesR.BrownRobertF.LuschCarolynY.NicholsonSRSRRSRSSRSSRSSRSRS21JakkiMohrJohnR.NevinCommunicationStrategiesinMarketingChannels:ATheoreticalPerspectiveJournalofMarketing19901036~5122JamesR.BrownRobertF.LuschCarolynY.NicholsonPowerandRelationshipCommitment:TheirImpactonMarketingChannelMemberPerformanceJournalofRetailing1995Volume71(4)363~392848SRRSRSRSSR2RR2RSR2R2R948ABAAABBABA=BABBAABABBABABABABBABAABAABJakkiMohrJohnAB1048R.NevinJakkiMohrJohnR.NevinSoumavaBandyopadhyayRobertA.RobicheauxJohnS.HillMohrJakkiJ.MohrRavipreetS.Sohi23JakkiMohrJohnR.NevinCommunicationStrategiesinMarketingChannels:ATheoreticalPerspectiveJournalofMarketing19901036~5124JakkiMohrJohnR.NevinCommunicationStrategiesinMarketingChannels:ATheoreticalPerspectiveJournalofMarketing19901036~5125SoumavaBandyopadhyayRobertA.RobicheauxJohnS.HillCross-CulturalDifferencesinIntrachannelCommunications:TheUnitedStatesandIndiaJournalofInternationalMarketing1994Volume2No.383~10026JakkiJ.MohrRavipreetS.SohiCommunicationFlowinDistributionChannels:ImpactonAssesmentsofCommunicationQualityandSatisfactionJournalofRetailing1995Volume71(4)393~4161148JakkiJ.Mohr,RobertJ.FisherJohnR.NevinCollaborativeCommunicationinInterfirmRelationships:ModeraringEffectsofIntergrationandControlCommunicatingforBetterChannelRelationshipJakkiJ.Mohr,RobertJ.FisherJohnR.NevinRobertJ.SchultzKennethR.EvansStrategicCollaobrativeCommunicationbyKeyAccountRepresentativesAshwinW.JoshiMohr,Fisher,andNevin1996;MohrandNevinPayanMcFarland27JakkiJ.MohrRobertJ.FisherJohnR.NevinCollaborativeCommunicationinInterfirmRelationships:ModeraringEffectsofIntergrationandControlJournalofMarketing19967103~11528JakkiJ.MohrRobertJ.FisherJohnR.NevinCommunicatingforBetterChannelRelationshipMarketingManagement1999Summer39~4529RobertJ.SchultzKennethR.EvansStrategicCollaobrativeCommunicationbyKeyAccountRepresentativesJournalofPersonalSelling&SalesManagement2002Winter23~3130AshwinW.JoshiContinuousSupplierPerformanceImprovementEffectsofCollaborativeCommunicationandControlJournalofMarketing20091,133~1501248JakkiMohrJohnR.NevinchanneloutcomeJakkiJ.Mohr,RobertJ.FisherJohnR.NevinCollaborativeCommunicationinInterfirmRelationships:ModeraringEffectsofIntergrationandControlcommitmentsatisfactioncoordinationCommunicatingforBetterChannelRelationshipJakkiJ.Mohr,RobertJ.FisherJohnR.Nevin31JakkiMohrJohnR.NevinCommunicationStrategiesinMarketingChannels:ATheoreticalPerspectiveJournalofMarketing19901036~5132JakkiJ.MohrRobertJ.FisherJohnR.NevinCollaborativeCommunicationinInterfirmRelationships:ModeraringEffectsofIntergrationandControlJournalofMarketing19967103~11533JakkiJ.MohrRobertJ.FisherJohnR.NevinCommunicatingforBetterChannelRelationshipMarketingManagement1999Summer39~451348channeloutcomePowerandRelationshipCommitment:TheirImpactonMarketingChannelMemberPerformance