品牌童装渠道协同对渠道绩效的影响  

Influence of channel synergy on channel performance of brand children's garment

作　　者：曲洪建[1] 张亚婷[1] 

机构地区：[1]上海工程技术大学服装学院,上海201620

出　　处：《纺织学报》2017年第5期150-156,共7页Journal of Textile Research

基　　金：教育部人文社会科学青年基金项目(12YJC630157);上海市教委重点科研创新项目(14ZS151)

摘　　要：为解决品牌童装企业销售渠道冲突带来的问题,提高渠道绩效,在研究线上线下营销渠道冲突、渠道协同能力和渠道绩效的基础上,进行渠道协同维度、渠道绩效维度和渠道协同能力等级划分。在理论分析的基础上,提出研究假设并构建逻辑模型。基于问卷调研数据,以渠道协同能力为中介变量,运用多元回归法实证分析了品牌童装企业渠道协同对渠道绩效的影响。研究结果表明:渠道协同的5个维度对渠道绩效有显著的正向影响;渠道协同能力与渠道绩效有显著的正相关关系;渠道协同能力在渠道协同与渠道绩效中具有部分中介效应;品牌童装企业应通过渠道协同解决渠道冲突及提高渠道协同能力和渠道绩效。In order to solve the problems of brand children＇s garment enterprises channel conflicts to improve channel performance, channel performance and channel synergy capability grade were classified, according to the study of OTO marketing channel conflicts, channel synergy capability and channel performance and the channel synergy dimension. Based on the theoretical analysis, research hypothesis was put forward and a logical model was built. Based on the questionnaire survey data, channels synergy was used as mediator, and the multiple regression method was used to empirically analyze the influence of brand children＇s garment business channels synergy on channel performance. The results show that the five dimensions of channel synergy have significant positive effect on channel performance. Channel synergy capability and channel performance have significant positive correlation. Channel synergy capability between the channel synergy and channel performance plays partial mediating effect. Therefore, the brand children＇s garment enterprises should use collaborative channels to resolve channel conflict and improve channel synergy capability and channel performance.

关 键 词：品牌童装 渠道协同 销售渠道 渠道绩效 中介效应 

分 类 号：C935[经济管理—管理学]