基于组织行为与心理的渠道成员背逆研究.pdfVIP

湖北工业大学学报 2010 年 6 月 第 25 卷第 3 期 Vo l. 25 No.3 Journal of Hubei University of Technology Jun.2010 [文章编号J 1003-4684(2010)03-0040-04 基于组织行为与心理的渠道成员背逆研究 刘升福 (湖北工业大学管理学院，湖北武汉 430068) [摘 要]营销渠道中渠道结构的复杂性、渠道成员经营目标的不一致性、渠道成员易受渠道外部环境和内部环境 的影响，令渠道背逆普遍存在。分析营销渠道成员背逆的组织行为因素，提出渠道成员背逆因素的关系模型和组 织心理过程模型，解析渠道成员背逆的心理活动过程，以期达到组织预期目标，减少渠道背逆行为发生的目的。 f关键词]营销渠道;组织心理;背逆 [中图分类号J F224. 11 [文献标识码J: A On Marketing Channel Members ßased on the Organization of Psychological Research LIU Sheng-fu CSchool 0/ Management , Hubei Univ. 0/ Technology , Wuhan 430068 , China) Abstract: The complexity of marketing channel structure in the Marketing channel , the inconsist- ency of business objectives of channel members , the vulnerability of channel members in channel internal and external environment , the influence of environment on channel make channel obedi- ence a common phenomenon. As members of the marketing channel for the root cause is a retro- grade back by the channel on psychological activity , an in-depth analysis of the motivation factors and psychological factors of the marketing channel members is made in this paper and a relation- ship model of channel member obedience factors and a model of organization psychological process are constructed to account for the psychological process of channel members obedience so as to avoid or reduce it. Keywords: marketing channel; organization psychology; obedience 渠道背逆是渠道成员为实现自己的经营目标而 采取的-系列经营活动、阻碍或不利于其他渠道成 1 渠道背逆的组织行为分析 员实现自身目标利益的行为，或者渠道成员意识到 1. 1 渠道投机行为与背逆 其他