汽车行业渠道影响策略、满意度、绩效关系的实证研究  被引量:8

Empirical Study on the Relationship among Channel Influence Strategies, Channel Satisfaction & Channel Performance of Automobile Industry

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作  者:李平[1] 张小芳[1] 吴玲[1] 

机构地区:[1]湖南大学工商管理学院,湖南长沙410082

出  处:《财经理论与实践》2008年第2期108-111,共4页The Theory and Practice of Finance and Economics

摘  要:以长丰汽车等经销商为样本,对渠道影响策略、满意度、绩效关系模型,进行实证分析发现:威胁与诉诸法规策略会降低经销商的经济与社会满意度;建议与信息交换策略会提升其经济与社会满意度;当经销商的经济满意度提升时,其绩效会随之改善,但社会满意度对绩效并无显著影响。The manufacturer can influence the satisfactory degree of channel members with the use of influence strategies, so as to the development of channel relationship and the performance of channel system. Based on the existing literature review, this paper put forward a relationship model of influence strategies, channel satisfaction and channel performance. The data from distributors as Changfeng are used to test the model. The results indicates that compulsory strategies will reduce distributors' economic and social satisfaction; which will be improved when noncompulsory strategies are often used. When distributors' economic satisfaction has been improved, the same thing will happen to their channel performance, meanwhile, there is no significant influence to their social satisfaction.

关 键 词:汽车行业 影响策略 渠道满意度 渠道绩效 

分 类 号:F506[经济管理—产业经济]

 

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