【摘要】 本文利用渠道权力理论研究了国外品牌服装在我国营销渠道中零售商和供应商的关系。运用结构方程模型分析了供应商拥有的权力、零售商所感受到的供应商的影响力、二者在合作中的冲突、零售商对供应商的态度以及满意程度这几个因素之间的关系。结果表明,供应商拥有的法律权力是影响零售商的主要原因;供应商具有的专家权力和相关权力正面影响零售商对自己的态度;零售商感觉来自供应商的权力越大,则其与供应商发生冲突的可能性越大;零售商对供应商的态度会影响供应商对其的满意程度,消极的态度会引发冲突。另外,本文发现渠道成员对权力的感受以及其产生的影响与渠道所处的人文、社会和商业背景密切相关。更多还原

【Abstract】 This paper examines the relationship between Chinese foreign brand apparel retailers and suppliers from a power perspective. A test of a structural equation model provided understanding of the relationships among power sources, attributed power, distribution channel conflict, retailers’ attitudes toward their suppliers, and their satisfaction with suppliers. The legitimate position held by apparel suppliers was the major source of power. Suppliers’ use of expert and referent power improved retailers’ attitudes toward them. More power attributed to suppliers resulted in greater channel conflict. Retailers’ attitudes toward suppliers influence their satisfaction with suppliers and channel conflict. We discuss how perceptions of power and its negative and positive effects are culturally dependent.更多还原