基于制度环境和任务环境观点的厂商关系管理

在构建、发展和维持成功的合作关系上,以往的营销渠道研究主要从经济效率角度强调了任务环境的观点,在很大程度上忽略了以合法性为基础的制度环境的观点.另外,在渠道研究上,与其它国家相比,我国的制度环境可能有很多特殊性,对渠道的影响力不容忽视.本研究将两种环境观点结合起来发展了一个管理渠道关系的综合框架,并通过对北京、上海224家4S店的调研数据进行实证分析,从而验证了两种观点在解释渠道管理中的一些现象时的互补性.文章最后指出了本研究的意义及对未来研究的建议.

Managing the Relationships between Manufacturers and Distributors:Combining Task and Institutional Environment Views

To date, the marketing channel literature has predominantly used an economic efficiency-based task environment approach, and largely overlooked the legitimacy-based institutional environment perspective in studying, establishing, developing, and maintaining successful relationships with exchange partners. Furthermore, there has been little research in the context of developing countries where the institutional environment and national culture might be significantly different from that of developed countries...