公司品牌形象对经销商关系导向的影响--基于主导地位制造商的中国实证  

How Does Corporate Brand Image Impact Distributors' Long-term Relationship Orientation

作　　者：王海忠[1] 赵平[2] 

机构地区：[1]中山大学管理学院,广东广州510275 [2]清华大学经济管理学院,北京100084

出　　处：《中国工业经济》2008年第3期93-100,共8页China Industrial Economics

基　　金：国家自然科学基金面上项目“公司形象维度及其对市场网络成员长期关系导向的影响机制”(批准号70772081)

摘　　要：迄今学术界偏重于研究公司品牌形象对消费者产品反应的影响。本研究检验公司品牌形象对经销商关系导向的影响。本文检验了公司品牌的能力和诚信两个因素影响经销商经济满意度和社交满意度,进而影响其关系导向的机制。研究发现,诚信对经销商经济满意度和社交满意度的影响效应大于能力;社交满意度对关系导向的影响效应大于经济满意度。研究显示,处于主导地位的制造商,当务之急是改善诚信形象,这将有助于提升经销商整体满意度,强化经销商的长期关系导向。论文讨论了研究结论对企业营销战略的借鉴意义,指出了局限性及未来研究方向。Although previous researches have demonstrated the effects of company image on consumers＇ product response, little research have examined the same impact that company image influence its stakeholder organizations＇ business relationship with its focus firm. The present paper extend previous research by identifying channel distributors as target firms and examining the impact process of company image on distributors＇ relationship with their manufacturers. The research findings showed that two types of company images, expertise and trustworthiness influence distributors＇ relationship orientation through the mediation factors of economic satisfaction （ES） and social satisfaction（SS）. Research results indicate that expertise and trustworthiness both influence ES and SS, but trustworthiness exercises greater impact on ES and SS than expertise does. ES and SS both influence relationship orientation but the impact of SS on relationship orientation is greater than that of ES. The author concludes by discussing the theoretical and managerial implications of these findings and points out directions for further research.

关 键 词：能力 诚信 经济满意度 社交满意度 关系导向 

分 类 号：F273[经济管理—企业管理]