【作者】 张均涛；

【导师】 李崇光；

【作者基本信息】 华中农业大学 ， 企业管理， 2008， 硕士

【摘要】 近年来,我国生鲜农产品营销渠道发生了复杂而深刻的变化,渠道关系也呈现出一系列特点:松散、短期、非正式关系与紧密、长期、正式关系并存,发展高质量渠道关系的意愿与推行高频率渠道冲突的行为并存,关系型渠道管理与强制型渠道控制并存。而深层次问题是:①渠道成员对渠道关系质量本身以及渠道关系质量的作用缺乏清晰的认识。②渠道成员对如何实施关系型渠道管理、管理渠道关系进而提高渠道关系质量缺乏足够的了解。为了解答上述问题,推动实践发展,本文从理论和实证两个方面对我国生鲜农产品营销中的渠道关系质量问题进行了研究。本文是中澳合作项目——Building effective Australia-China supply chains post-WTO:aChinese perspective的重要组成部分,作者的导师作为项目的中方执行人,于2006年9月—2007年12月指导实施了该项目在中国境内的调查和研究。在此基础上,形成了本文的基本内容:(一)对营销渠道理论、关系质量理论和国内生鲜农产品营销的相关研究进行了系统的回顾和归纳。指出①在关系营销理论的影响下,对营销渠道的研究必然转向以关系和联盟为核心的阶段,对关系质量的研究必然突出对渠道关系的关注,使两者得以交叉融合,从而开辟了营销渠道研究的新视角:渠道关系质量研究;②对渠道关系质量的研究还存在诸多不足,如Morgan和Hunt的模型没有明确把“承诺”和“信任”界定为渠道关系质量的维度,没有把公认的渠道关系质量的核心维度——“满意”纳入其中;③在国内农产品营销渠道研究领域,对渠道关系质量的研究几乎处于空白。(二)对国内生鲜农产品营销渠道的典型模式和渠道关系特点进行了归纳和总结,指出了渠道成员对渠道关系质量认识的几种误区。然后,对渠道关系质量的维度、渠道关系质量的影响因素、渠道关系质量与渠道合作的关系进行了分析。提出①渠道关系质量主要有三个维度:渠道满意、渠道信任和渠道承诺,渠道满意和渠道信任对渠道承诺有正向显著影响;②渠道关系质量的影响因素主要有四个:沟通、适应性、机会主义和分享价值,沟通对渠道满意、渠道信任有正向显著影响,适应性对渠道信任有正向显著影响,机会主义对渠道信任有负向显著影响,分享价值对渠道信任、渠道承诺有正向显著影响;③渠道关系质量对渠道合作有显著影响,渠道满意、渠道信任和渠道承诺分别正向作用于渠道合作。在此基础上,建立了“渠道关系质量介导理论模型”。(三)根据理论模型设计了实证研究方案,并根据实地调查所得数据对“渠道关系质量介导理论模型”进行了修正。首先,根据本文对各变量的定义,参考相关研究,并结合国内生鲜农产品营销渠道的实际情况,开发了测量量表和问卷;其次,对测量量表的信度和效度进行了检验;最后,用结构方程模型分析方法,将调研数据与理论模型进行拟合。分析结果表明:沟通对渠道满意和渠道信任有显著正向影响,适应性对渠道信任有显著正向影响,机会主义对渠道信任没有显著影响,分享价值对渠道信任和渠道承诺有显著正向影响;渠道满意对渠道承诺没有显著影响,渠道信任对渠道承诺有显著正向影响;渠道满意和渠道信任对渠道合作有显著正向影响,渠道承诺对渠道合作没有显著影响。在此基础上,建立了“渠道关系质量介导模型”。(四)基于上述研究,本文对我国生鲜农产品经营企业营销渠道管理实践提出了两点建议:①积极向现代流通企业转型,实现经营管理的规模化、现代化和高效化;②大力推行生鲜农产品供应链管理,实现信息沟通即时化、行动协调一致化、价值观念一体化、渠道关系紧密化以及渠道合作常态化。本研究对于深化“本土化”的农产品营销渠道理论和推动我国生鲜农产品营销实践有一定积极意义。更多还原

【Abstract】 In recent years, Chinese fresh agricultural products marketing channels in the complex and profound changes, the channel relationship is also showing a series of characteristics: both "loose, short, informal relationship" and "close, long-term, formal relationship" are in existence; both "the wishes of developing high-quality channel relationship" and "the implementation of high-frequency channel conflicts" are in existence; both "relationship-channel management" and "mandatory-channel control" are in existence. The deep-seated problems are:①Channel members couldn’t clearly understand the channel relationship quality itself and the role of the channel relationship quality;②Channel members couldn’t adequately understand how to implement channel relationship management, manage channel relationship and improve the quality of channel relationship. To answer these questions, and promote the development of practice, Chinese fresh agricultural products marketing channel relationship quality was studied from the theoretical and empirical two aspects. The paper is an important part of the China-Australian cooperation project——Building effective Australia-China supply chains post-WTO: a Chinese perspective, the author’s mentor as the Chinese holders guide the implementation of the project’s investigation and research in China. The time was from September, 2006 to December, 2007. On this basis, formed the basic content of this article:First, the theory of marketing channels, the theory of relationship quality and domestic fresh agricultural products marketing research has been systematically reviewed and summarized. We think①under the influence of relationship marketing theory, the research of marketing channels will inevitably shift to the stage of relationship and alliances, the research of relationship quality will inevitably concern channel relationship, and the two can be cross-integration, thus opening up a new marketing channel research perspective: the research of channel relationship quality;②there are still many inadequacies in the research of channel relationship quality, such as the "commitment" and "trust" isn’t defined as the dimensions of channel relationship quality in Morgan and Hunt’s model, and the core dimensions of channel relationship quality——"satisfaction" isn’t included;③in the domestic agricultural marketing channelresearch, the channel relationship quality is almost a blank.Second, the typical models and the channel relationship’ features of the domestic fresh agricultural products marketing channel were summarized and concluded. The channel members’ several understanding errors about the channel quality were pointed out. Then, the dimensions of channel relationship quality, the influence factors of channel relationship quality, and the relationship between channel relationship quality and channel cooperation was analyzed. We think①there are three main dimensions of channel relationship quality: channel satisfaction, channel trust and channel commitment, channel satisfaction and channel trust have a significant positive impact on channel commitment;②there are four main influence factors channels of channel relationship quality: communication, adaptability, opportunism and shared values, communication has a significant positive impact on channel satisfaction and trust, adaptability has a significant positive impact on channel trust, opportunism has a significant negative impact on channel trust, and share value has a significant positive impact on channel trust and commitment;③channel relationship quality has a significant impact on channel cooperation, channel satisfaction, trust and commitment are positive role in the channel cooperation. On this basis, "the mediated theoretical model of channel relationship quality" was established.Third, empirical research programs were designed according to the theoretical model and "the mediated theoretical model of channel relationship quality" was verified based on survey data.①according to the paper, refer to related research, and combined with the actual situation of the domestic fresh agricultural products marketing channel, we develop a measuring scale and questionnaire;②test the reliability and validity of the measuring scale;③fitting the survey data and theoretical models by structural equation model analysis. The results show that: communication has a significant positive impact on channel satisfaction and trust, adaptability has a significant positive impact on channel trust, opportunism has no significant negative impact on channel trust, and share value has a significant positive impact on channel trust and commitment; channel satisfaction has no significant impact on channel commitment, and channel trust has a significant positive impact on commitment; channel satisfaction and channel trust has a significant positive impact on channel cooperation, but channel commitment has no significant impact on channel cooperation. On this basis, "the mediated model of channel relationship quality" was established.Last, based on the study, the paper put forward two proposals for Chinese agricultural enterprises:①positive transition to a modern circulation enterprises, and achieve management of large-scale, modernized and efficient;②vigorously promote fresh agricultural products supply chain management, and achieve information communication immediate, action concerted, values integration, channel relations closer and channel cooperation normalized.This study has a certain positive significance for deepening the theory of "localization" agricultural marketing channel and promoting Chinese fresh agricultural products marketing practice.更多还原