【作者】 张凤；

【导师】 钱丽萍；

【作者基本信息】 重庆大学 ， 工商管理， 2017， 硕士

【摘要】 我国自古以来就是一个人情社会,十分注重“关系”的建立和维系。人们不仅在个人活动中讲关系,而且在企业间商业往来中也经常运用关系。企业与合作伙伴以及政府相关部门的联系形成企业的社会资本,社会资本帮助企业获得资源和信息,有利于企业成功。因此,研究社会资本的具体作用情况具有十分重要的意义。然而,通过文献回顾,我们发现已有研究对社会资本的作用情况存在不一致看法,并且侧重于考虑社会资本对企业自身的影响作用。本文结合企业所在营销渠道关系为具体研究情境,考察了企业社会资本(商业联系和政治联系)对企业渠道绩效的作用情况,并且在此基础上考察了需求不确定和竞争强度这两个环境因素的调节作用。通过对现有文献进行梳理,本文提出了有关社会资本作用问题的概念模型与研究假设。本文采取问卷调查的方法来对所提假设进行验证。首先,我们选择相关行业的零售商为主要调查对象来设计、发放问卷,最终收回有效问卷392份。之后,本文利用AMOS20以及SPSS17软件对数据进行分析与检验,实证结果表明:商业联系对企业渠道绩效具有显著正向影响;政治联系对企业渠道绩效具有显著正向影响;需求不确定加强商业联系对渠道绩效的正向影响作用,但对政治联系与渠道绩效间的加强关系并不显著;竞争强度削弱政治联系对渠道绩效的正向影响作用,但对商业联系与渠道绩效间的削弱作用并不显著。本研究具有一定的理论和实践意义。首先,本研究通过将社会资本理论引入营销渠道领域,扩大对社会资本影响作用的研究范围和传统营销渠道的研究范围。其次,调节变量的引入在一定程度上解释了现有研究中关于商业联系的作用不一致情况;同时,使我们发现了政治联系的阴暗面。在实践方面,本文证实了社会资本对企业渠道绩效的积极作用,并且可以指导企业在不同的行业环境下对商业联系和政治联系进行合理的资源分配,以避免造成损失,获得利益最大化。更多还原

【Abstract】 Since ancient times,China is a social society and people pay much attention to establish and maintain “Guanxi”.People not only use “Guanxi” in personal activities,but also in the inter-firm relationships.Business ties and political ties form the enterprise social capital,which helps enterprises to obtain information and resources,and then help the enterprises achieve successes.Therefore,the study of the influences of social capital is of great significance.However,through literature review,we find there are inconsistencies about the influences of social capital in the existing studies.Besides,many existing studies focus on the impact of social capital on the enterprise itself.This paper selected the marketing channel as the specific research context,and discussed the impact of social capital(business ties and political ties)on enterprise channel performance.Based on which,we investigated the moderating effects of demand uncertainty and competitive intensityAfter reviewing the existing literature,we put forward the conceptual model and research hypothesis.In order to verify the proposed hypothesis,we adopted the questionnaire survey method.First of all,we selected the distributors from related industries as the main research object.We designed and distributed questionnaires,and finally get 392 valid questionnaires.And then,we analyzed and tested the data using AMOS20 and SPSS17 software.The empirical results show that: business ties have a significant positive effect on channel performance;political ties have a significant positive impact on the enterprise channel performance;demand uncertainty strengthens the relationship between business ties and channel performance,but its strengthening effect on the relationship between political ties and channel performance is not significant;the competition intensity weakened the relationship between political ties and channel performance,but its weakening effect on the relationship between business ties and channel performance is not significant.This study has some theoretical and managerial contribution.First of all,this study expands the scope of social capital and marketing channel study fields by introducing social capital theory into the marketing channel study.And then,the empirical results help to explain the inconsistency of the existing research;at the same time,we point out the dark side of the political ties.In practice,this paper confirms the positive effect of social capital on enterprise channel performance,and can guide enterprises to allocate resources on business ties and political ties in different industry environment,avoiding losses and maximizing the benefits.更多还原