【作者】 黄晗；

【导师】 陈涛；

【作者基本信息】 武汉科技大学 ， 企业管理， 2005， 硕士

【摘要】 营销渠道成员关系管理是营销理论界最近研究和关注的热点问题,其中激励渠道成员又是关系管理的重要问题。由于渠道中分销商与供应商的交易目的不同,他们不会主动地相互协作,因此,管理活动是必须的。而激励是渠道管理的重要内容之一,对渠道成员的激励是否有效,直接关系到渠道管理目标能否顺利实现。组织控制研究表明,行为可以被作为控制的基础,在这种基础之下,组织确保它的目标得以实现。渠道成员交易中的行为因素包括承诺、信任、满意度、沟通等,我们假设这些行为因素将对渠道成员产生激励作用,从而导致渠道成员的负面行为的减少,例如机会主义行为、离开的倾向、渠道冲突和决策的不确定性等。同时,市场竞争的程度和分销商的能力也将对激励的效果产生影响。基于这样的假设,本文通过对国内外相关理论的回顾,建立了营销渠道分销商激励模型,并为了验证该模型和假设,本研究选择武汉市数码产品行业进行实证分析。分析结果表明:供应商的正面行为可以对分销商构成激励,并且这种激励会减少分销商的部分负面行为; 同时,激励对分销商负面行为的影响程度较少地受市场竞争程度干扰,但是与分销商能力负相关。更多还原

【Abstract】 The relationship management of distribution channel members is probably a central issue of the marketing theoretical discussion recently, in which the incentive of channel members is an important subject. The suppliers and distributors won’t collaborate positively because of their different transaction purposes. Thus, channel management is necessary. Incentive is one of the importance parts of channel management, so that whether the incentive is effective is directly related to realizing the channel management target. Organization control research reveals that behavioral factors can be regarded as the basis of control. On the basis of it, the organization makes sure that its goal can be realized. The behavioral factors of channel member transaction include commitment, trust, satisfaction, communication and etc. We suppose that these determinants may have an incentive impact on channel members, which may reduce the negative behaviors of channel members such as opportunistic behavior, propensity to leave, channel conflict and decision-making uncertainty. In addition, market competition and the distributor capacities influence the incentive effect. Based on the hypothesis and the review of the literature, we advance a model of distributor incentive, with the help of a survey of the channel distributors of digital product in Wuhan. We found that the positive behaviors of the supplier may enhance the distributor incentive and this incentive may reduce some negative behaviors of the distributor. Additionally, the incentive impact on distribution negative behaviors is seldom interrupted by the market competition but it is negative correlative with the distributor capacities.更多还原