制造商“跨桥”治理机制双重治理效果及其边界研究  

Governance Effects of Manufacturer Bridging Governance

作　　者：张志坤 张闯 周晶 Zhang Zhikun;Zhang Chuang;Zhou Jing(Modern Business Research Center of Zhejiang Gongshang University;School of Business Administration(MBA),Zhejiang Gongshang University;School of Economics and Management,Dalian University of Technology)

机构地区：[1]浙江工商大学现代商贸研究中心 [2]浙江工商大学工商管理学院(MBA学院) [3]大连理工大学经济管理学院

出　　处：《南开管理评论》2025年第2期140-150,163,共12页Nankai Business Review

基　　金：国家社会科学基金重大项目(21&ZD120);国家自然科学基金项目(72402210);浙江省自然科学基金项目(LQ23G020006)资助。

摘　　要：当前学界提出的渠道治理机制主要适用于二元渠道关系,对渠道网络治理机制关注不足。本研究结合结构洞理论,以“制造商—批发商—零售商”三元渠道网络为分析单位,关注一种新的渠道网络治理机制——制造商“跨桥”治理。采用实验研究方法对该治理机制的双重治理效果及制造商市场地位的调节作用进行实证检验。研究发现,制造商“跨桥”治理机制具有减少经销商投机行为的积极治理效果,但也具有降低经销商对制造商信任的消极治理效果。制造商市场地位越低,减少经销商投机行为的积极治理效果越明显;制造商市场地位越高,降低经销商对制造商信任的消极治理效果越明显。Effective governance mechanism is vital to inter-organizational relationship management.Though a variety of governance strategies have been widely researched,previous research limits to focuses on governance mechanism in managing dyadic relationships.This can neither fully explain the behaviors of networks of channel members,nor design an effective governance mechanism for the entire channel networks.In recent years,the research on channel behaviors and governance from the perspective of the triadic channel network has attracted the attention of more and more researchers.The research from the perspective of the triadic channel network still has the following deficiencies.The existing research mainly focuses on the interactions of the multidyadic relationships formed among the three channel members.Although such research is helpful for understanding and predicting the relationships and behaviors among the members within the channel network,it still takes the dyadic channel relationship as the analysis unit.It cannot provide insights for improving the governance effectiveness of the entire channel network.In order to improve the overall governance effectiveness of the“manufacturer-distributor-retailer”triadic channel network,it is necessary to focus on the overall triadic channel network and adopt governance mechanisms that can act on the entire triadic channel network.Traditionally,in the triadic network of“manufacturer-distributor-retailer”,the connection between manufacturer and retailer is very weak,or there is no direct connection at all.The distributor acts as an intermediary between them.According to structural hole theory,there is a“break”between the manufacturer and the retailer,which is called“structural hole”.Distributors occupy the“bridge”position in the network and enjoy information advantages and control advantages.Therefore,distributors are likely to take advantages of“bridge”position to conduct opportunistic behaviors towards manufacturers or retailers.This reduce the perform

关 键 词：三元渠道网络 制造商“跨桥”治理 投机行为 信任 市场地位 

分 类 号：F42[经济管理—产业经济]