不同依赖类型对零售商行为影响的实证分析——以家电行业为例

提出不同依赖类型对零售商行为影响的概念模型,通过在家电行业的抽样调查,证明零售商对主要供应商的两种依赖类型,即核心类依赖与对承诺的依赖,对供应商权力、零售商信任与关系承诺的影响是不同的.这一结论对供应商在供零关系管理,构建零售终端竞争优势中的启示在于,随着零售商规模化发展,供应商应放弃运用渠道权力的传统做法,只有采取沟通与关系承诺去赢得零售商的信任与关系承诺,才能获取长期的优势合作关系.

An Empirical Test of the Different Impact of Two Categories of Dependence on Retailer Behaviors

We developed a conceptual model and did a questionnaire survey in household appliances trade,and then tested the results in Beijing and Chengdu15.Study shows that the effect of stake dependence on the supply power,retailer trust and commitment is different from that of commitment dependence in marketing channel.The study results have some important enlightenment to S-R relationship management: as developing of retailing,supplier would give up the habit of the exercise of channel power,and obtain retailer's ...