【摘要】 为了提高营销渠道的效率,渠道成员往往寻求对冲突与合作进行有效的管理。然而,以往的营销渠道理论将研究的重点放在渠道内部行为之间的相互作用之上,从而忽视了对渠道外部环境的研究。为了探索渠道外部环境对渠道内冲突与渠道内合作的影响,并揭示冲突与合作之间的关系,首先通过文献回顾的方式综合、整理了学者们对渠道环境、渠道冲突与渠道合作所下的定义,在此基础上界定了渠道环境的概念与维度;然后在前人研究的基础上提出关于渠道环境、冲突、合作三者之间关系的理论假设,并采用实证研究的方法对这些假设进行了验证。根据实证分析的结果发现,环境包容性对渠道内冲突有负面影响,对渠道内合作有积极影响;环境相互依赖性对渠道内冲突有积极影响;环境变动性对渠道内合作有积极影响;渠道内冲突与合作负相关。更多还原

【Abstract】 Within marketing channels,members always attempt to manage conflict and cooperation existing between them for enhancing total channel performance.However,conventional wisdom in the channels literatures has put so much emphasis on the interaction between internal behaviors that neglected external environmental variables.The purpose of this study is to explore the influences of channel environment on internal conflict and cooperation,and the relationships between conflict and cooperation.Firstly,the paper reviews the literatures on the concepts of channel environment,conflict and cooperation,and defined environment and its dimensions.Then,a theoretical framework is built to analyze the relationships among them.Empirical analysis finally verifies the following hypotheses: environmental capacity negatively influences channel conflict,and positively influences channel cooperation;environmental interdependence positively influences channel conflict;environmental dynamism positively influences channel cooperation;and channel conflict is negatively related to cooperation.更多还原