制造企业网络渠道与传统渠道的整合策略研究.pdf

制造企业网络渠道与传统渠道的整合策略研究 董大海，吴雪 董大海，博士，大连理工大学管理与经济学部，教授，博士生导师 吴雪，博士研究生，大连理工大学管理与经济学部 地址：辽宁省大连市大连理工大学管理学院 116024 电话 电子邮箱： wuxue1103@ 摘要：随着电子商务的兴起，众多制造企业在保持传统渠道的基础上建立了网络 渠道。制造企业对网络渠道和传统渠道的整合问题引起学者们的广泛关注。本研 究在回顾相关文献的基础上，首先分析了环境复杂性和 IT 基础设施对制造企业 的网络渠道和传统渠道的整合策略的作用，其次探讨了多重渠道整合策略对企业 绩效的影响，最后分析了渠道权力对多重渠道整合策略和企业绩效关系的调节作 用。 关键词：多重渠道整合；环境复杂性；IT 基础设施；渠道权力 Research on Integration Strategy Between Manufacture’s Electronic Channel and Traditional Channel Dong Dahai, Wuxue Dong Dahai, Ph. D, Faculty of Management and Economics, Dalian University of Technology, Professor, Ph.D. Supervisor Wuxue, Ph.D Student, Faculty of Management and Economics, Dalian University of Technology Address: Dalian University of Technology School of management, Dalian, 116024 E-mail: wuxue1103@ Abstract: With the development of Electronic Commerce, many manufacturers add electronic channel to the traditional channel. The integration between manufacture’s electronic channel and traditional channel has become the focus of scholars. Based on the literature review of research in this field, this paper analyzes the effect of environment complexity and IT infrastructure on channel integration strategy of manufacture, and then investigates the influence of channel integration strategy on performance. At last, this paper analyzes the moderating effect of channel power on the relationship between channel integration strategy and performance. Keyword: multichannel integration; environment complexity; IT infrastructure; channel power 制造企业网络渠道与传统渠道的整合策略研究 摘要：随着电子商务的兴起，众多制造企业在保持传统渠道的基础上建立了网络