社会资本与关系导向对于营销渠道中企业之间沟通方式与策略影响.pdfVIP

　2008 3 3 　 :1000-6788(2008)03-0001-15 1 2 2 2 庄贵军 , 周　南, 苏晨汀 , 杨志林 (1. , 710049;2. , ) :　、 , , .:, , ;, , , , ;, , , . :　;;; :　F713.50　　　　　　　　:　A　　　 The impact of social capital and guanxi orientation on interfirm communication in mar eting channels 1 2 2 2 ZHUANG Gui-jun , ZHOU Nan , SU Chen-ting , YANG Zhi-lin (1.School of Management, Xi an Jiaotong University, Xi an 710049, China;2.Mar eting Department, City University of Hong Kong, Hong Kong, China) Abstract:　Based on the concepts and theories of communication in mar eting channels, social capital in sociology, and guanxi in the context of Chinese culture, this paper investigates the impact of social capital and guanxi orientation on modes and strategies of interfirm commutation in the dyads of Chinese mar eting channels.It is found that, firstly, a firm s social capital and guanxi orientation positively affect the firm s uses of informal communication but do not have significant influence on the firm s uses of formal communication.Secondly, a firms mode or strategy of interfirm commutationwould lead its partner to respond in ind, but as an exception, the firm s formal and coercive communication strategy not only stimulates its partner more li ely to use formal and coercive communication, but also more li ely to use informal communication.Thirdly, the variance of a firm s commutation modes and strategieswould lead to the differences in its partner s perception of their dyadic relation, which in turn would have an impact on its partner s ch