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随着市场竞争的不断加剧,同一供应链上的战略合作伙伴关系成为企业之间竞争的关键影响因素。笔者以安徽汽车生产企业为研究对象,构建了一个反映安徽汽车企业营销渠道关系质量影响因素的理论研究模型。实证研究结果表明,渠道冲突行为对渠道关系质量有直接负向影响;渠道沟通行为和渠道合作行为对渠道关系质量有直接正向影响;安徽汽车生产企业应策略性地把握自己与供应链上合作伙伴的渠道关系,适时调整渠道关系治理机制,从而实现企业价值最大化。
As market competition continues to intensify, strategic partnerships in the same supply chain become the key determinants of competition among enterprises. The author takes Anhui automobile manufacturing enterprise as the research object, and constructs a theoretical research model that reflects the influencing factors of the quality of marketing channel relationship in Anhui automobile industry. The empirical results show that the channel conflict behavior has a direct negative impact on the quality of the channel relationship; the channel communication behavior and the channel cooperation behavior have a direct positive impact on the channel relationship quality; Anhui automobile manufacturers should strategically grasp their cooperation with the supply chain Partners, channel relations, timely adjustment of the relationship between the channel management mechanism, so as to maximize corporate value.