渠道多元化对制造商-经销商之间合作关系的影响

从渠道冲突、渠道协作(共同制定计划和共同解决问题)入手,探讨渠道多元化对制造商-经销商之间合作关系的影响。通过对477份调查问卷所得数据进行统计分析,实证研究表明:①渠道多元化会增加制造商-经销商之间的冲突;②渠道多元化会促进双方的协作水平;③渠道多元化对制造商-经销商之间的合作关系有“双刃剑”效应,即渠道多元化会激化渠道冲突从而降低制造商对合作的满意度,同时会促进渠道协作从而提升制造商对合作的满意度。

The Effect of Channel Diversity on Manufacturer-Distributor Relationship

This study explores the impact of channel diversity on the relationship between manufacturers and distributors through channel conflict and channel collaboration(operationalized as joint planning and joint problem solving).By analyzing the data collected from 477 respondents,the empirical research findings show that:①channel diversity can increase the conflict between manufacturers and distributors;②channel diversity also can increase the level of collaboration between the two parties;③channel diversity has a double-edged sword effect on the relationship between manufacturers and distributors:channel diversity can reduce manufacturers’satisfaction with cooperation by intensifying channel conflict,and at the same time can increase manufacturers’satisfaction with cooperation by improving channel collaboration.