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论文编号：	6536
作者编号：	2120126030
上传时间：	2014/6/15 11:58:24
中文题目：	相互依赖不对称的渠道关系中不同类型权力使用的结果研究
英文题目：	Research on Outcomes of Using Channel Power in the Interdependence Asymmetrical Marketing Channel
指导老师：	任星耀
中文关键字：	相互依赖不对称;渠道权力;关系规范;顺从度
英文关键字：	interdependence asymmetry;channel power;relational norms;compliance
中文摘要：	中国经济的快速发展带来了中国企业的蓬勃发展，并促进了人民平均生活水平的提高。营销成为了各企业立足市场的重中之重。而由于中国市场的广度和深度导致企业很难自建营销渠道，渠道营销就理所当然的成为了各企业必争的关键点，可以说，“得渠道者，得天下”。在渠道营销中相互依赖不对称是渠道关系的常态。在日常的渠道关系中，处于渠道强势地位的渠道成员时常使用法定、奖励、惩罚、信息、专家和参照等权力来影响弱势方的行为，以达到控制渠道的目的。权力使用的目的是希望得到弱势方的顺从度和维持渠道中的关系规范。由此本文利用渠道中所产生的各类权力对配合度与渠道关系规范提出了12个研究假设，并进行了实证分析。 本文将基于烟草行业作为具体调研对象，而选择烟草行业的原因是因烟草零售行业是渠道关系中相互依赖不对称的典型代表并且在我国具有普遍性。本文的调研对象选为鞍山市烟草公司的零售商，并且在收集数据时得到了该公司的支持与配合。选择该公司的零售商作为调研对象，是基于鞍山是辽宁省第三大城市，并且该公司所拥有的零售商涵盖了多种类型，具有多样性的特征。此外，该烟草公司对渠道零售商的管理采取了多层次和多样式的管理战略。因此，以此研究对象来研究在相互依赖不对称渠道关系中不同类型权力使用的结果，是十分有效且具有说服力的。本研究结论为，在当下中国营销渠道中的强势方应多利用信息、参照和奖励权来维系渠道的顺从度与关系规范。因当下的中国仍处在发展阶段而市场尚未成熟，所以还不足以产生具有份量的专家权力。渠道强势方在使用法定和惩罚权力时更因谨慎使用，虽然法定权力可以带来弱势方的顺从但是同时也会减低双方的关系规范，惩罚权力的使用也具有相似之处，虽然不会影响弱势方的顺从度但会降低双方的关系规范。
英文摘要：	With the rapid economic development, Chinese people’s living and social standard has been significantly improved. In order for enterprises to sustain itself in current economic environment, marketing has become a key for success. However, enterprises had difficult time creating the market by itself, mainly due to China market’s depth. As a result, it was obvious for enterprises to form marketing channel. As the saying goes “The Channel results in the world”. There are many types of marketing channel but the most common channel is the interdependence asymmetry marketing channel. In asymmetry marketing channel, channel member who has stronger influence to “weaker member” can use reward, coercive, legitimate, referent, expert and information power to maintain control of marketing channel. The reason why that the “stronger member” uses such power is to maintain the compliance and relational norms of the channel members. On that basis, this thesis focuses on an empirical study which explores in detail of channel powers with relational norms and compliance to come up with twelve hypotheses. The thesis will focus on an empirical study of the tobacco industry. Tobacco industry has wide popularity in China and it also is a classic example of the interdependence asymmetry marketing channel. The empirical research will focus on the retail members at AnShan Tobacco Enterprise. AnShan is the third largest city in LiaoNing Province and AnShan Tobacco Enterprise had large coverage of different types of retail members. As a result, it will make a compelling empirical study of the outcome of using channel powers in interdependence asymmetrical marketing channel. This thesis concludes that in modern China’s distribution channel, the “stronger member” should use information, referent and reward power more often, since it will enhance channel members compliance and relational norms. On the other hand, “stronger member” should use expert power with caution, since China is still consider as an emerging market and the market channels have not develop enough experience to form expert power. The “stronger member” also should use legitimate and coercive power with caution, although legitimate power could enhance channel member’s compliance but it will also reduce the relational norms. Coercive power on the other hand might not affect channel member’s compliance but it would also reduce the relational norms within the distribution channel.
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