微型茶企社会网络对茶叶营销渠道绩效的影响  

Research on the Influence of Micro-tea Enterprises’ Social Network on the Performance of Tea Marketing Channels

作　　者：李自强 叶伟娇 陈佑成[1] 林榅荷 LI Ziqiang;YE Weijiao;CHEN Youcheng;LIN Wenhe(Anxi College of Tea Science,Fujian Agriculture and Forestry University,Quanzhou,Fujian 362406 China;School of Management(School of Tourism),Fujian Agriculture and Forestry University,Fuzhou 350002 China;Fujian Province New Think Tank Research Center for Ecological Civilization with University Characteristics,Fuzhou 350002 China)

机构地区：[1]福建农林大学安溪茶学院,福建泉州362406 [2]福建农林大学管理学院(旅游学院),福州350002 [3]福建省高校特色新型智库生态文明研究中心,福州350002

出　　处：《林业经济问题》2019年第6期650-658,共9页Issues of Forestry Economics

基　　金：福建农林大学安溪茶学院青年骨干项目(ACKY2018009);2019年福建省软科学研究项目(2019R0036)

摘　　要：根据社会资本理论,从社会网络视角,探讨微型茶企社会网络对茶叶营销渠道绩效的影响机制。通过实地调研与深度访谈收集问卷,运用结构方程模型与层次回归分析法对微型茶企社会网络影响茶叶营销渠道绩效的机制进行实证研究。研究结果表明:社会网络维度中网络中心性、网络异质性、网络关系度均对营销渠道绩效有显著的正向影响;渠道稳定性在社会网络对营销渠道绩效的影响中起中介作用;社会信任在渠道稳定性对营销渠道绩效影响中具有调节作用。据此,从构建关系网络维护体系,实现信息资源的高效传递与利用;拓展异质性社会网络,实现信息资源的有效开发和重组;占据社会网络中心位置,实现信息资源的快速交换与整合等方面提出建议。⑴Background——Micro-enterprises play an important role in poverty eradication,employment promotion and economic promotion,injecting new forces into China's economic development.Micro-tea enterprise is a type of micro-enterprises,whose tea sale mainly depends on the recommendation of relatives,friends,customers and other network members.⑵Methods——Combined with features of micro-tea enterprises and tea transaction,the social capital theory is introduced.From the perspective of social network,structural equation model,Bootstrap mediator test,and hierarchy regression analysis are employed to probe into the mechanism of micro-tea enterprises'social network affecting the performance of tea marketing channels.⑶Results——This research explores the influencing mechanism of tea marketing channel performance from the perspective of social network.The final results are as follows:Firstly,network centrality(0.150),network heterogeneity(0.200)and network relationship(0.210)all play a stimulative role in marketing channel performance.Secondly,channel stability plays a mediating role in the impact of social network on marketing channel performance,in which channel stability plays a full mediating role in the impact of network centrality(0.078)on marketing channel performance,and plays a part of mediating role in the impact of network heterogeneity(0.050)and network relationship(0.050)on marketing channel performance.Thirdly,social trust(0.170)has a positive moderating effect on marketing channel performance.As an informal institutional arrangement,social trust can supplement the shortcomings of the formal contract system,help to improve the efficiency of market operations,and thus improve the marketing performance of enterprises.According to the influence intensity of tea marketing channel performance,the three can be ranked as follows:network relationship(0.241),network heterogeneity(0.219),and network centrality(0.171).The expansion and maintenance of social network is of great significance to the transmission

关 键 词：微型茶企 社会网络 营销渠道绩效 社会信任 

分 类 号：F713.56[经济管理—市场营销]