【作者】 青平；

【导师】 李崇光；

【作者基本信息】 华中农业大学 ， 农业经济管理， 2008， 博士

【摘要】 我国是世界第一大农产品生产和消费大国,由此带来了农产品流通的巨量增长和对畅通农产品营销渠道的紧迫要求。目前我国农产品营销渠道冲突问题还比较突出,严重制约着我国农产品营销的发展,影响了农民收入的增长和消费者福利最大化。而目前关于中国农产品营销渠道冲突的高质量研究寥若晨星,这种理论研究落后于营销实践的问题突出了运用规范研究方法对中国农产品营销渠道冲突进行研究的重要性和紧迫性。本研究采用问卷调查和访谈、观察法收集材料,并以数量研究方法为主、辅之以个案研究,分析了农产品营销渠道冲突和控制问题。一、论文对中国农产品营销渠道成员的冲突观念进行了归纳和分析,认为冲突观包括四类:①针锋相对冲突观;②权变策略冲突观;③尚和退让-交换待机冲突观;④因人而异冲突观。总的来看比较激烈的冲突观容易引发更加频繁和激烈的渠道冲突,但是冲突观与渠道成员经营绩效之间不存在直接相关关系。在所有的渠道成员中,持针锋相对冲突观的成员最多,持尚和退让一交换待机冲突的最少。二、论文归纳了农产品营销渠道冲突的五类原因:①窜货与目标分歧;②契约意识;③职能事项;④“退货库存”;⑤“行情判断与短期利益”。在所有的渠道成员中因为窜货与目标分歧而发生渠道冲突的比例最高。论文对中国营销渠道冲突原因与西方发达国家的渠道冲突原因进行了比较分析,认为中国营销渠道冲突原因的种类多于发达国家的渠道,发达国家的渠道中态度性分歧比非结构性分歧导致了更多、更激烈的渠道冲突,但是中国渠道的情况则刚好相反。三、论文认为中国农产品营销渠道中存在奖赏权力、惩罚权力、感召权力、专家权力和法律权力、信息权力等六种渠道权力,它们可进一步归纳为强制权力和非强制权力两类。强制权力比非强制权力导致了更多、更激烈的渠道冲突行为,这与发达国家营销渠道权力状况基本一致。但是与之不同的是:中国的农产品营销渠道中强制权力由惩罚权力和法律权力共同组成,而且有时与专家权力联合使用,而发达国家的营销渠道中强制权力一般即指惩罚权力。另外,目前农产品营销渠道成员中具有强的经营管理能力的成员很少,使得专家权力成为渠道中宝贵的稀缺资源。四、论文提出渠道群体性冲突发生过程可以概括如下:吸引——竞争——分化——整合——单个冲突——群体冲突。“强制性协调组合”是渠道冲突发生的基本平台。渠道冲突由隐性冲突转变为显性冲突的过程是有两个并列的过程组成的:一是渠道成员必须逐渐认识到自己的外显利益:二是有相同利益的渠道成员必须逐渐结合为冲突群体。冲突群体由准团体发展为利益团体也必须满足三个条件即领导条件、纲领条件、沟通条件。社会网络的存在对于核心人物发动渠道团体冲突提供了便利。五、论文考察了目前中国农产品营销渠道中五种最常见的渠道冲突解决方式:①与经销商多沟通与交流,②发生矛盾时请第三方参与调解,③制定大家共同的行为规则,④经常给经销商或经销商的负责人好处,⑤设身处地考虑经销商的利益。发现沟通和交流方式的运用频率最高;第三方参与冲突的解决是目前农产品营销渠道中解决冲突的有效方式。与常识相反,通过给予经销商好处的方式来解决渠道冲突的效果最不理想。当与经销商存在初级社会关系时,渠道成员更‘倾向于采取给予好处的方式解决渠道冲突,同时在冲突中比较少地考虑经销商的利益。六、论文分析了冲突观念和冲突原因的联合作用、渠道权力和冲突原因的联合作用、冲突原因和冲突解决措施的联合作用与冲突后果的相关关系,建议这些联合作用在农产品营销渠道冲突管理中应着重予以考虑。这与现有相关研究注重探讨渠道冲突单一变量与冲突后果关系的研究方式是不同的。论文可能的创新点包括:在研究方法上,运用因子分析、聚类分析方法探讨了农产品营销渠冲突各变量之间的关系,并采用个案方法对渠道群体性冲突过程进行了探讨,这在目前的农产品营销渠道冲突研究中还比较少见。在理论观点的构建上,论文揭示了中国农产品营销渠道中的四类冲突观念和五类冲突原因,发现中国农产品营销渠道中的强制权力由惩罚权力和法律权力共同组成,这些都是论文在同类研究中较早得出的理论观点。更多还原

【Abstract】 China is the biggest country in terms of agricultural products production and consumption, with the consequence of the largely increase of agricultural products circulation and the urgent necessity of the smooth operation of agricultural marketing channel.Currently agricultural marketing channel conflict is still common and serious in China,which seriously blocks the development of agricultural products marketing and the income growth of peasants.Furthermore,it directly influences the realization of the supply and demand equilibrium of agricultural products and even results in the insufficient supply of certain products. Unfortunately there are only a very few high quality research papers on China’s agricultural products marketing channel conflict,the gap between marketing practice and theoretical research ha proven the importance of carrying out research in this field.Based on questionnaire and interviewing and observation,this paper analyzed agricultural products channel conflict and control in China combined with the utility of quantitative and case study approach.Firstly,this paper examined the mentality of conflict of channel members by the utilizing quantitative research method.The research results show that there are 4 types of conflict mentalities in the marketing channel:tit-for-tat conflict mentality,contingence conflict mentality, taking peace as priority and making concession conflict mentality,and vary with each individual conflict mentality.Generally more intensive conflict mentality resulted in more frequent and intensified channel conflict.The channel member could be classified as four groups with regard to what kinds of conflict mentality they owned,with the most members staying in the tit-for-tat conflict mentality and the least in the taking peace as priority and making concession conflict mentality group.Secondly,channel conflict causes were summarized as the following five types:penetrating others’ market and goal divergence,contract sense,function issues,stocking and products returning,market situation judgment and short-term interest.Within the entire channel conflict reasons the first one cased the most frequent conflict.A comparative study about the channel conflict reasons in China and in western country channel shown that there were more types of conflict reasons in Chinas’ channel,and structural rather than attitude factors resulted in more channel conflict in China.For western country channel the situation was just the opposite.Thirdly,the paper pointed out that that there were 6 types of channel power in the agricultural products marketing channel in China:reward power,coercive power,referent power,expert power and legitimate power as well as information power.Furthermore,these 6 types of power can be grouped as aggressive power and non-aggressive power.The difference between China’s channel and those of western countries was that in China’s channel,the aggressive power was composed of coercive power and legitimated power,and sometimes it was used combined with expert power, while in western countries it was compose only of corrective power.Furthermore,the Chanel in China had few members owning strong management capabilities,which makes expert power a scarce and precious power in channel.Fourthly,the paper argued that the channel conflict development process can be generalized as follows:attraction-competition-becoming divided-integration-individual level conflict-group level conflict.Imperatively coordinated associations(ICAs) was the basic platform of channel inflict.The process for channel conflict to transform from latent conflict to manifest conflict is composer of 2 parallel stages:one is that the channel members should gradually realize what are their interests,in which interest develops into latent interest and then into manifest interest; another one is that channel members with same interest should gradually united as conflict group, which experience the process of quasi group develops into interest,and then into interest group.Fifthly,the paper examined the solutions to channel conflict with the discoveries that there were five kinds of solutions in channel:communicating with business partners,the third party mediation,and establishing conduct regulation complied by all channel members,giving benefits to business partners or its managers,considering business partners’ interest.The most common solutions used by channel members currently was communicating with business partners,the third party mediation was the most effective solution to channel conflict,and the solution of giving benefits to business partners or its managers had the least effectiveness to channel conflict.When a primary social relation existed between channel members,they tended to use the solution of giving benefits to business partners or its managers,and tented to ignore other member’s interest.Sixthly,the joint effects of conflict mentality and causes and channel satisfaction and conflict function,the joint effects of channel power and conflict causes and channel satisfaction,the joint effects of conflict causes and solutions and channel conflict intensity were discussed,based on which some specific suggestion on how to solve channel conflict were provided.Possible innovation of this paper include:For research approach,factor analysis plus K-means cluster analysis were used to explore the relation among channel conflict variables,along with the utility of case study approach to disclose channel conflict process.Current research on agricultural product channel conflict seldom use these research methods.For theoretical construction,the paper discovered the four types of channel conflict mentalities and five types of conflict causes,and found that the aggressive power was composed of coercive power and legitimated power.These were new theoretical contributions compared with current related researches.更多还原