危机冲击下的渠道关系韧性塑造:概念模型与研究命题  

Public Emergencies and Channel Relationship Resilience:A Conceptual Model and Propositions

作　　者：张志坤 张闯 张绪兵 ZHANG Zhikun;ZHANG Chuang;ZHANG Xubing(Zhejiang Gongshang University,Hangzhou 310018;Dalian University of Technology,Dalian 116024;The Hong Kong Polytechnic University,Hong Kong 999077 China)

机构地区：[1]浙江工商大学,浙江杭州310018 [2]大连理工大学,辽宁大连116024 [3]香港理工大学,中国香港999077

出　　处：《财贸研究》2024年第2期85-96,共12页Finance and Trade Research

基　　金：浙江省哲学社会科学一般项目“企业营销渠道数字化融合与治理研究”(24YJRCO4JD-4YB);国家自然科学基金面上项目“营销渠道中的企业揭发行为:概念化、驱动因素及其作用机制与结果”(72172026);浙江省自然科学基金项目“企业渠道关系韧性构建:治理机制选择、边界条件及其作用结果”(LQ23G020006)。

摘　　要：聚焦于企业如何确保危机情境下渠道关系健康发展进而实现渠道绩效提升这一重要议题,融合关系营销理论和组织韧性理论,将组织韧性概念从组织内拓展到组织间,提出渠道关系韧性构念。针对关系营销领域现有文献主要聚焦于渠道关系内部问题,注重从单一企业层面探究如何响应渠道关系危机,以及鲜有关注渠道关系危机解决后的结果等研究局限,综合考虑渠道关系和外部环境多层面因素,构建涵盖渠道关系韧性影响因素、作用结果和边界条件的概念模型。研究指出,渠道双方的经济、行为、认知和关系层面因素都会影响渠道关系韧性塑造,且上述关系可能受企业自身、企业间二元关系以及环境因素的调节性影响;尽管加强渠道关系韧性塑造能够提升渠道绩效,但这种积极作用会因渠道双方所处城市的法律执行有效性以及受儒家思想影响程度的不同而表现出一定差异。This paper focuses on the important issue of how enterprisesensure the healthy development of channel relationships and achieve channel performance improvement in crisis.By integrating relationship marketing theory and organizational resilience theory,and expanding the concept of organizational resilience from within organizations to between organizations,the paper proposes the concept of channel relationship resilience.Given the limitations of the current literature in the field of relationship marketing,including mainly focusing on internal issues of channel relationships,exploring how to respond to channel relationship crises from the perspective of a single enterprise,and rarely paying attention to the results of resolving channel relationship crises,taking into account multiple factors of channel relationships and external environment,a conceptual model which covers the factors affecting channel relationship resilience,their effects,and boundary conditions is constructed.Research points out that the economic,behavioral,cognitive,and relational factors of both parties in the channel can affect the resilience of channel relationships,and these relationships may be influenced by the moderating effects of the dual relationship among enterprises,across enterprises,and environmental factors;Although strengthening the resilience of channel relationships can improve channel performance,this positive effect variesaccording to the effectiveness of legal enforcement in the cities where both parties are located and the degree of influence from Confucianism.

关 键 词：关系营销 渠道关系韧性 渠道绩效 

分 类 号：F713.50[经济管理—市场营销]