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对于服装企业二元分销渠道协同与企业绩效的研究,有利于服装企业针对性地探索规避渠道冲突的办法。文章基于二元分销渠道和企业绩效关系文献研究,提出研究假设,采用市场调研数据,实证分析了二元分销渠道协同对服装企业绩效的影响。研究发现:渠道资源协同、渠道领域协同、渠道认知协同、渠道沟通协同对服装企业绩效都有显著的正向影响,且影响的重要性程度递减。因此,可以通过减少渠道争夺、缩小领域差异、增强渠道感知、加深渠道沟通方面着手,提高服装企业绩效。
Research on the coordination of dual distribution channels and corporate performance in apparel enterprises is conducive to apparel enterprises to explore ways to avoid channel conflicts. Based on the literature research on the relationship between binary distribution channels and firm performance, this paper puts forward research hypotheses and uses market research data to empirically analyze the influence of binary distribution channel coordination on the performance of garment enterprises. The results show that: channel resources coordination, channel area coordination, channel cognition coordination and channel communication coordination have a significant positive impact on the performance of garment enterprises, and the degree of importance of the influence decreases. Therefore, we can reduce the channel competition, narrow the differences in the field, enhance channel awareness and deepen channel communication to improve the performance of garment enterprises.