交易机制与关系机制对营销渠道企业间合作的作用研究  

A Study on the Impact of Transactional and Relational Mechanisms on Inter-firm Cooperation in Marketing Channel

作　　者：刘婷[1] 刘益[2] 陶蕾[2] 

机构地区：[1]上海大学管理学院,上海200444 [2]西安交通大学管理学院,陕西西安710049

出　　处：《预测》2009年第4期28-33,56,共7页Forecasting

基　　金：国家自然科学基金资助项目(70872090;70121001);新世纪优秀人才支持计划资助项目(NCET-04-0933)

摘　　要：本文基于交易成本理论和关系交易理论,从交易关系双方的角度探讨了交易机制与关系机制对营销渠道企业间合作的影响作用,并比较了两类机制的作用效果差异。结果显示,交易机制与关系机制均能有效地促进合作,并且关系机制较交易机制的作用更大。本文丰富了现有的企业间关系治理文献,为参与交易的管理者们选择合适的机制治理交易关系以促进合作提供了理论依据。Based on transaction cost theory and relational exchange theory, this paper investigates the impact of transactional and relational mechanisms on channel cooperation from the dyadic level. And it also compares the power of two kinds of mechanisms. The results suggest that both transactional and relational mechanisms can promote cooperation, and relational mechanisms are more powerful than transactional mechanisms. These findings enrich the extant inter-firm governance literatures, and provide theoretical guidance for managers selecting appropriate control mechanisms to promote cooperation.

关 键 词：交易机制 关系机制 合作 

分 类 号：F270[经济管理—企业管理]