论文部分内容阅读
本文基于悖论视角,建立了有关竞合模式的两个维度:竞合的平衡程度和平衡竞合的强度,并提供了一个概念模型用于检验渠道竞合的这两个维度对制造商企业绩效的影响,以及这一影响所潜在的学习机制。运用基于多项式回归的响应面方法对221份来自中国家电行业的调研数据所进行的实证分析发现:竞争和合作的平衡可以带来更高的制造商绩效,并且平衡的强竞合要优于平衡的弱竞合。研究还进一步显示,制造商的渠道学习在渠道竞合和制造商绩效之间起着中介的作用。本文的研究结论丰富了竞合理论和渠道研究,为制造商建立高效的渠道竞合活动提供了重要的实践指导。
Based on the paradox view, this paper establishes two dimensions of the co-opetitive model: the degree of co-opetition and the strength of co-opetition, and provides a conceptual model for testing the two dimensions of co-opetition. The impact of performance, and the underlying learning mechanism of this impact. Using the response surface methodology based on polynomial regression, an empirical analysis of 221 survey data from China’s home appliance industry found that the balance of competition and cooperation can lead to higher manufacturer performance, and the balance of strong competition is better than the balance Weak competing. The study further shows that channel learning by manufacturers plays an intermediary role in channel competition and manufacturer performance. The conclusion of this paper enriches competing theory and channel research, which provides important practical guidance for manufacturers to establish efficient channel competing activities.