基于关系质量的渠道行为机理研究-产业经济学专业论文.docxVIP

摘 摘 要 营销渠道是制造商的关键性资源，渠道成员之间关系的维持已经变得迫切而 重要。本文关注于渠道情境中关系质量和渠道行为的整合研究。在相关理论回顾 的基础上，考察先前对关系质量和渠道行为研究的局限性，提出基于政治经济范 式和互动模型的整合分析路径。重点研究关系质量的核心架构，信任、关系承诺 和关系满意，以及渠道行为过程的组成部分，合作、沟通、冲突、影响策略以及 适应性。析取和考察了影响关系质量和渠道行为的关键要素，并且考察了渠道关 系的产出变量。重点在于分析相关概念之间的相互关系．提出动态和静态意义上 的集成概念模型，利用“输入一黑箱一输出”的原理，系统整合了不同的概念架 构，清晰展现了关系质量与渠道行为的互动过程．并提出～些富有建设性的管理 应用建议。 关键词： 关系质量渠道行为信任承诺满意互赖 ABSTRACTMarketing ABSTRACT Marketing channel iS a critical resource of a manufacturer．The maintenmance of the relationship with channel members becomes SO urgent for manufacturer． In this thesis the author focuses on the integration of relationship quality and marketing channel bebaviors．Under reviewing the related theory， such as relationship marketing， interacton／networks approach，transaction cost，resource dependency，relational contracts， and sociaI exchange．It analyzes the limitation of previous studies of relationship quality and marketing channel behaviors，and presents the integrative study approach based on the political—economy paradigam and interaction model．Moreover，the authors studies the key contructs of relat ionship qual ity，for instance，trust,relationship commi tment，and reationshiP commitment，and also studies marketing channel behavior process， such as coopration， communication／information exchange， conflict，influence strategy，and adaptation．The thesiS alSO focuses on the factors that influence the interaction between sentiment prosess and behavior process，such as enviormental uncertainty，avialibiiity of alternactive and product importance，organization similarity and shared value，struttural bonds and social bonds，and decision—marking structure， especially interdependence． It also analyzes the outcomes that the interacti013 resultS in．At last，it studies on the interaction of diffent concepts，and provides an integrative conceptual model in dynamic and static perspective，and utilizes the input—output way to combine SO many concepts clearly．In total，it describes clearly the interaction of relationshi