渠道伙伴关系中专用性投资的特点和作用:以日本汽车产业为例

在日本汽车产业系列化的连续交易制度中,专用性投资被用于特定企业或价值链伙伴成员而成为企业营销战略的重要部分。渠道关系中大量的专用性投资的存在,对维系和发展制造商与供应商长期稳定的合作关系具有重要作用,但以往的文献对此却研究不足。本文以日本汽车产业为例,具体分析了渠道伙伴间专用性投资的特点,着力研究了在长期渠道关系中专用性投资的作用以及存在的竞争效率与机会主义问题及策略方法,最后讨论了日本经验对我国经济发展及各种企业组织发展所具有的启示和借鉴意义。

The Characteristics and Roles of Specific Investments in Channel-partner Relationship: A Study of Japanese Automotive Industry

The specific investments are tailored to a particular com- pany or value-chain partner and become the important components of firms' marketing strategies within the sequential and consecu- tive transaction system in Japanese auto industry.A large amount of specific investments,which are invested by channel-partner and lead long-term channel relationships,have important influence on the maintenance of manufacturer-supplier cooperation relationships. By taking Japanese auto industry as an example,this paper analyzes concretely the characteristics of inter-partner specific investments. Sequentially,the article researches mainly the roles of specific in- vestments in long-term channel relationships,which are lacking in previous literature.While the authors talk also about the competition, efficiency and opportunism,and their strategies or measures.Finally, it is found that there are special implication and application value to Chinese economic development for every business organization.