渠道竞合对制造商企业绩效的影响——基于悖论视角的研究

摘要/Abstract

摘要：

本文基于悖论视角，建立了有关竞合模式的两个维度：竞合的平衡程度和平衡竞合的强度，并提供了一个概念模型用于检验渠道竞合的这两个维度对制造商企业绩效的影响，以及这一影响所潜在的学习机制。运用基于多项式回归的响应面方法对221份来自中国家电行业的调研数据所进行的实证分析发现：竞争和合作的平衡可以带来更高的制造商绩效，并且平衡的强竞合要优于平衡的弱竞合。研究还进一步显示，制造商的渠道学习在渠道竞合和制造商绩效之间起着中介的作用。本文的研究结论丰富了竞合理论和渠道研究，为制造商建立高效的渠道竞合活动提供了重要的实践指导。

关键词: 竞合, 绩效, 渠道学习, 悖论

Abstract:

Building on a paradox perspective, we address two distinct dimensions of the pattern of coopetition:the degree to which coop-eration and competition are balanced and the strength of the balanced coopetition, and provide a conceptual model for examining the effects of these two dimensions on manufactures' performance, as well as exploring the underlying learning mechanism through which these performance effects occur.Results of polynomial regressions and response surface modeling based on 221 paired samples from Chi-na's household appliance industry show that the more balanced cooperation and competition are in a dyad, the higher the manufacture's performance is, and the levels of performance are higher when cooperation and competition are balanced at high rather than low levels.Furthermore, this influence is partially mediated by manufactures' learning in the channels.These findings enrich both coopetition theory and researches on marketing channels, and have important implications for manufactures to develop effective channel coopetitive activi-ties.

Key words: coopetition, performance, learning in marketing channels, paradox

张钰, 刘益, 王亚娟. 渠道竞合对制造商企业绩效的影响——基于悖论视角的研究[J]. , 2017, 29(7): 213-224.

Zhang Yu, Liu Yi, Wang Yajuan. Coopetition in Marketing Channels and Manufactures'Performance——A Study from a Paradox Perspective[J]. , 2017, 29(7): 213-224.

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