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论文编号：	15497
作者编号：	1120201093
上传时间：	2025/6/13 9:39:14
中文题目：	供应商品牌导向对企业间合作绩效的影响机制研究 —基于供应商和制造商合作情境
英文题目：	Research on the Mechanism of the Impact of Supplier Brand Orientation on Cooperation Performance — Based on the Cooperation Context between Suppliers and Manufacturers
指导老师：	李桂华
中文关键字：	品牌导向；企业间信任；合作绩效；产品重要性；环境不确定性
英文关键字：	Brand Orientation; Inter-Firm Trust; Cooperation Performance; Product Importance; Environmental Uncertainty
中文摘要：	市场竞争日趋激烈，供应商和制造商的合作演变为企业增强竞争力的核心战略之一，助力双方企业可持续发展目标达成。供应商品牌导向不仅影响其本身市场定位，还可以塑造供应链合作模式，奠定长期竞争优势基础。品牌价值较高的供应商通常具备较高的市场认知度，从而有效控制交易风险，促进与制造商合作关系持久稳定。在企业管理实践中，上游供应商企业的品牌意识持续深化，逐步将品牌导向转化推向深入，供应商品牌导向如何影响与制造商的合作绩效，逐渐构成企业管理实践和学术研究的焦点议题。现有研究表明供应商与制造商合作存在多重障碍，探索品牌所具备的影响力或许能够成为破解这些合作难题的关键驱动力。进一步而言，供应商品牌导向不仅会影响企业间合作绩效还会通过制造商企业间信任的传递发挥间接作用。此外，供应链企业间合作效果受制于产品重要性差异，环境不确定性强弱等内外部因素产生的双重约束。由此，供应商品牌导向对企业间合作绩效的作用路径尚未明晰，下游制造商企业间信任如何在其中发挥作用仍有待深入探讨，产品重要性及环境不确定性的调节作用更需系统性论证。 针对上述问题，本研究回顾了已有关于合作绩效的研究，发现以往文献主要聚焦于以下几个领域：企业内部能力和特征、企业间关系特征、合作活动，以及合作治理结构等，并且这些研究已经产出了许多有价值的见解。随着研究视角的拓展，学界开始关注品牌化在企业间合作中的作用。企业品牌导向研究的兴起促使部分学者探讨品牌导向对企业间诸多方面的影响。然而，当前较少有研究以供应链中供应商和制造商合作为背景，系统探讨供应商品牌导向对企业间合作绩效的影响及其作用机制，且对于制造商企业间信任在其中发挥的间接作用，现有研究仍较为有限。 在当前企业间合作的现实背景和理论发展的基础上，本研究的核心问题聚焦于：在供应商制造商合作情境中，供应商品牌导向对企业间合作绩效有何影响。此外，企业间合作绩效通常建立在各参与方资源、活动与能力的相互补充之上，这种互补关系有助于产生协同效应，进而共同促进价值创造。因此，在供应商制造商合作情境中，制造商企业间信任可能是达成高效合作的关键基础与条件。为此，本研究将制造商企业间信任纳入分析模型之中，探讨供应商品牌导向如何作用于制造商企业间信任以及对企业间合作绩效的影响。鉴于供应商品牌导向与制造商企业间信任之间，以及制造商企业间信任与企业间合作绩效之间可能存在两种内外部因素的调节作用，本研究也将其纳入分析，进一步讨论了产品重要性和环境不确定性可能发挥的情境性作用。基于以上观点，本研究根据理论分析构建了一个研究模型框架，包括供应商品牌导向、制造商企业间信任、企业间合作绩效，产品重要性和环境不确定性以及各个概念的相互作用，用于探讨企业间合作绩效实现机制。本研究首先采用访谈法，对4家供应商和制造商企业进行管理实践的访谈和资料收集，梳理形成初步研究模型框架与假设。其次，本研究基于281份供应商制造商配对样本问卷，对研究模型框架进行了实证检验并对所得实证结果进行了稳健性验证。 本研究主要得到以下结论：（1）在供应商制造商合作情境下，供应商品牌导向是影响企业间合作绩效的重要因素。具体而言，供应商品牌导向对双方合作的直接绩效和间接绩效均有显著正向影响。（2）在供应商制造商合作情境下，制造商企业间信任中的计算型信任与关系型信任在供应商品牌导向对企业间合作绩效之间起到中介作用。（3）产品重要性在供应商品牌导向与制造商企业间信任之间关系中发挥了显著的正向调节作用。具体而言，产品重要性在供应商品牌导向与制造商计算型信任和关系型信任之间关系中发挥了显著的正向调节作用。（4）环境不确定性在制造商企业间信任与企业间合作绩效之间关系的调节作用具有不一致性。具体而言，环境不确定性在制造商计算型信任与直接绩效之间关系的负向调节作用显著，假设不成立。环境不确定性在制造商计算型信任与间接绩效之间关系的负向调节作用显著，假设不成立。环境不确定性在制造商关系型信任与直接绩效之间关系的正向调节效应显著。环境不确定性在制造商关系型信任与间接绩效之间关系的正向调节效应显著。（5）本研究对模型进行了补充变量法和非线性关系的稳健性检验，上述所得结果依然成立。 本研究的理论价值和创新点主要体现在以下三个方面：首先，基于供应商制造商合作情境，本研究根据动态能力理论和资源依赖理论，构建“供应商品牌导向-企业间合作绩效”理论框架，系统揭示供应商品牌导向对企业间合作绩效的影响机制。本研究弥补了现有研究主要关注品牌导向对本企业竞争优势和市场绩效影响的不足，深化了品牌导向在企业间合作关系中的应用，为企业间管理研究提供了新的理论支点和实证支持。其次，基于供应商制造商企业合作情境，本研究根据交易成本理论和社会交换理论引入制造商企业间信任，构建“供应商品牌导向-制造商企业间信任-企业间合作绩效”作用路径，揭示制造商企业间信任在供应商品牌导向与企业间合作绩效关系中的中介作用。本研究探讨制造商企业间信任如何在供应商品牌导向影响企业间合作绩效的过程中发挥作用，进一步厘清制造商计算型信任与关系型信任的差异化传导机制，相较以往研究更加突出企业间信任在企业间合作关系治理中的关键作用。最后，本研究引入产品重要性与环境不确定性，揭示二者对“供应商品牌导向-制造商企业间信任-企业间合作绩效”关系的调节作用。本研究探讨产品重要性如何影响供应商品牌导向对制造商企业间信任的建立，以及环境不确定性如何调节制造商企业间信任对企业间合作绩效的作用强度。整体上，本研究从研究视角、方法和思路上进一步完善了企业间合作绩效的理论探索。
英文摘要：	Market competition is becoming increasingly intense, and the cooperation between suppliers and manufacturers has evolved into one of the core strategies for enterprises to enhance their competitiveness, helping both parties achieve sustainable development goals. Supplier Brand Orientation not only influences the supplier's market positioning but also shapes the supply chain cooperation model, laying the foundation for long-term competitive advantages. Suppliers with higher brand value typically enjoy greater market recognition, which allows them to effectively control transaction risks and promote the long-term stability of their relationships with manufacturers. In corporate management practice, the brand awareness of upstream suppliers has been continuously deepening, with the transformation of Brand Orientation gradually advancing. How Supplier Brand Orientation affects Cooperation Performance with manufacturers has become a focal point in both business management practice and academic research. Existing research indicates that there are multiple obstacles to cooperation between suppliers and manufacturers, and exploring the influence of brand power could become a key driving force to overcome these cooperation challenges. Furthermore, Supplier Brand Orientation not only directly affects Inter-Firm Cooperation Performance but also plays an indirect role through the transmission of Inter-Firm Trust from the manufacturer. Additionally, the effectiveness of supply chain cooperation is constrained by both internal and external factors, such as the differences in Product Importance and the degree of Environmental Uncertainty. As a result, the pathway through which Supplier Brand Orientation affects Cooperation Performance remains unclear, and how Inter-Firm Trust plays a role between downstream manufacturers requires further in-depth analysis. The moderating effects of Product Importance and Environmental Uncertainty also need to be systematically examined. In response to these issues, this study reviews existing research on Cooperation Performance. Previous literature primarily focuses on several areas: a firm's internal capabilities and characteristics, inter-firm relationship characteristics, cooperative activities, and cooperation governance structures. These studies have yielded many valuable insights. Scholars' perspectives have gradually expanded to explore the role of branding in inter-firm cooperation. The rise of research on corporate Brand Orientation has prompted some scholars to investigate its impact on various aspects of inter-firm relations. However, few studies have used the cooperation between suppliers and manufacturers within the supply chain as a research context to explore how Supplier Brand Orientation affects Cooperation Performance and its underlying mechanisms. Furthermore, research on the indirect role of Inter-Firm Trust among manufacturers remains relatively limited. Based on the current practical context of inter-firm cooperation and theoretical development, the core issue of this study focuses on how Supplier Brand Orientation affects Cooperation Performance in the context of supplier-manufacturer cooperation. Inter-firm Cooperation Performance is typically built on the complementary relationship between the resources, activities, and capabilities of each party involved. This complementary relationship helps generate synergies, thereby jointly promoting value creation. Therefore, in the context of supplier-manufacturer cooperation, Inter-Firm Trust between manufacturers may be a key foundation and condition for achieving efficient cooperation. To this end, this study incorporates Inter-Firm Trust into the analytical model to explore how Supplier Brand Orientation influences Inter-Firm Trust and its impact on Cooperation Performance. Furthermore, given the potential moderating effects of two internal and external factors between Supplier Brand Orientation and Inter-Firm Trust, as well as between Inter-Firm Trust and Cooperation Performance, this study will also consider these factors and analyze the contextual effects of Product Importance and Environmental Uncertainty. Based on the above perspectives, this study constructs a research model framework from theoretical analysis, which includes Supplier Brand Orientation, Inter-Firm Trust, Cooperation Performance, Product Importance, and Environmental Uncertainty, along with the interactions of these concepts, to explore the mechanism of achieving Cooperation Performance. First, this study uses interviews to collect management practice data from four supplier and manufacturer companies, forming a preliminary research model framework and hypotheses. Secondly, based on 281 paired samples of supplier-manufacturer questionnaires, this study empirically tests the research model framework and conducts robustness checks on the empirical results. The main conclusions of this study are as follows: (1) In the context of supplier-manufacturer cooperation, Supplier Brand Orientation is an important factor influencing inter-firm Cooperation Performance. Specifically, Supplier Brand Orientation has a significant positive effect on both the direct and indirect performance of the cooperation. (2) In the context of supplier-manufacturer cooperation, the calculative trust and relational trust within Inter-Firm Trust between manufacturers play a mediating role in the relationship between Supplier Brand Orientation and Cooperation Performance. (3) Product Importance significantly and positively moderates the impact of Supplier Brand Orientation on Inter-Firm Trust between manufacturers. Specifically, Product Importance positively moderates the relationship between Supplier Brand Orientation and both calculative and relational trust in manufacturers. (4) Environmental Uncertainty has a differential moderating effect on the relationship between Inter-Firm Trust and Cooperation Performance. Specifically, Environmental Uncertainty has a significant negative moderating effect between calculative trust and direct performance, and the hypothesis is not supported. Environmental Uncertainty also has a significant negative moderating effect between calculative trust and indirect performance, and the hypothesis is not supported. Environmental Uncertainty, however, has a significant moderating effect between relational trust and both direct and indirect performance. (5) Robustness tests using supplementary variables and nonlinear relationships on the model were conducted, and the results remain valid. The theoretical value and innovation of this study are primarily reflected in the following three aspects: First, based on Dynamic Capabilities Theory and Resource Dependence Theory, this study focuses on the supply chain cooperation context and constructs a theoretical framework of "Supplier Brand Orientation - Cooperation Performance," systematically revealing the impact mechanism of Supplier Brand Orientation on Cooperation Performance. This study addresses the gap in existing research, which mainly focuses on the impact of Brand Orientation on a firm's competitive advantage and market performance, deepening the application of Brand Orientation in inter-firm cooperation relationships and providing new theoretical insights and empirical support for inter-firm management research. Second, based on Transaction Cost Theory and Social Exchange Theory, this study introduces Inter-Firm Trust between manufacturers into the supply chain cooperation context and constructs an impact path of "Supplier Brand Orientation - Inter-Firm Trust - Cooperation Performance," revealing the mediating role of Inter-Firm Trust in the relationship between Supplier Brand Orientation and Cooperation Performance. This study explores how Inter-Firm Trust between manufacturers plays a role in the process through which Supplier Brand Orientation affects Cooperation Performance, further clarifying the differentiated transmission mechanisms of calculative trust and relational trust in manufacturers, thereby highlighting the key role of Inter-Firm Trust in inter-firm cooperation governance compared to previous research. Finally, this study introduces Product Importance and Environmental Uncertainty, revealing their moderating effects on the relationship between "Supplier Brand Orientation - Inter-Firm Trust - Cooperation Performance." This study investigates how Product Importance influences the establishment of Inter-Firm Trust between manufacturers, as well as how Environmental Uncertainty moderates the intensity of the effect of Inter-Firm Trust on Cooperation Performance. Overall, this study further improves the theoretical exploration of Cooperation Performance from the perspectives of research, methodology, and conceptual framework.
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