关系型治理机制与渠道资产:关系营销导向的作用  

Relationship Governance Mechanism and Channel Assets:the Role of Relationship Marketing Orientation

作　　者：詹志方[1] 王辉 周南[3] ZHAN Zhi-fang;WANG Hui;ZHOU Nan(School of Business Administration,Hunan University of Commerce,Changsha,Hunan 410205;School of Humanities and Management,Hunan University of Chinese Medicine,Changsha,Hunan 410208;City University of Hong Kong,Hong Kong 999077)

机构地区：[1]湖南商学院工商管理学院,湖南长沙410205 [2]湖南中医药大学人文与管理学院,湖南长沙410208 [3]香港城市大学,香港999077

出　　处：《商学研究》2018年第3期86-94,共9页Commercial Science Research

基　　金：湖南省教育厅科研项目(项目编号:15C0768);湖南省自然科学基金项目(项目编号:2015jj2087);国家社科基金项目(项目编号:2017BGL088);湖南省社会科学基金项目(项目编号:13YBA191)

摘　　要：文章基于关系营销理论与渠道资产理论,构建了关系营销导向、关系型治理机制对渠道资产影响的概念模型,并通过对212份制造商研究样本的数据分析,检验了三者之间的影响作用。研究结果表明:在中国营销渠道环境下,制造商的关系营销导向对其采用关系型治理的联合解决问题维度有显著的促进作用;而关系型治理机制对渠道资产有显著的促进作用;企业的关系营销导向能够显著提升其渠道资产。研究结论启示企业在利用关系营销战略构建渠道资产过程中,既要充分重视关系营销导向的驱动作用,也要重视关系型治理的促进作用,以此科学提升渠道资产,从而形成竞争优势。Based on the relationship marketing theory and channel asset theory,this paper constructs a conceptual model of relationship marketing orientation and relationship governance mechanism on channel assets.Based on research samples,this paper examines the model empirically.The results show that under the environment of Chinese marketing channel,the manufacturers relationship marketing orientation has a significant role in promoting the joint problem solving dimension of adopting relational governance.The relational governance mechanism can promote the channel assets significantly,and the relationship marketing orientation of the enterprise can significantly improve the channel assets.Conclusion of this paper enlightens the enterprises to use the relationship marketing strateg to construct the channel assets.Enterprises should not only attach great importance to the driving role of relationship marketing orientation,but also to the promotion role of relational governance,assets scientifically,thus forming competitive advantage.

关 键 词：关系型治理机制 关系营销导向 渠道资产 

分 类 号：F274[经济管理—企业管理] F713[经济管理—国民经济]