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本文构建了蔬菜纵向渠道关系整合模型,运用结构方程模型分析了纵向渠道关系整合的变量关系及过程,认为纵向渠道关系整合过程是通过控制整合影响因素和调节整合传导因素来实现。蔬菜批发商与零售商的长期合作和默契常常能形成信任并保证继续合作的承诺,批零双方因短期利益而引发短视行为常常会损害信任关系,适应性困难、相互依赖不紧密和信息沟通不对等都会影响纵向渠道关系的长期健康发展。
In this paper, the model of vegetable longitudinal channel relationship integration is constructed. Structural equation modeling is used to analyze the variable relationship and process of vertical channel relationship integration. The vertical channel relationship integration process is realized by controlling and integrating the influencing factors and adjusting the integrated transmission factors. Long-term cooperation and understanding between vegetable wholesalers and retailers can often form a promise of trust and promise to continue cooperation. Both short-term and long-term behaviors of wholesalers and retailers often compromise trust relationships, adaptability difficulties, interdependence and unequal communication of information. Will affect the long-term and healthy development of the vertical channels.