农产品渠道关系质量对渠道冲突影响的实证研究
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摘要
近年来,随着我国市场经济建设进程的快速推进,中国经济已经成为世界经济重要组成部分,与此相伴的企业营销活动尤其是营销渠道活动也空前活跃。然而,关于中国企业市场营销渠道的相关研究水平却参差不齐,大部分现有的研究缺乏企业营销渠道运作的实际数据和相关资料,研究方法也比较单一,只是停留在简单的定性描述和分析阶段。这种理论落后于实践的明显反差使得运用规范研究方法对中国企业市场营销渠道开展研究变得更加重要和紧迫。基于此,本文从供应商的视角出发,以南昌市青山湖区农产品企业为例,对农产品渠道关系质量对渠道冲突的影响进行相关研究。
本文研究的主要内容包括：
(1)农产品渠道关系质量的维度构成；
(2)农产品渠道冲突中主要的冲突观念；
(3)农产品渠道冲突中主要的冲突行为；
(4)农产品渠道关系质量与渠道冲突二者的关系模型构建；
(5)渠道关系质量对农产品渠道冲突的影响。
本文采用理论分析和实证分析、定性分析与定量分析相结合的研究方法。选择问卷调查作为资料收集的主要方法,文献查阅法作为资料收集和数据分析的辅助方法。通过以上方法和相关理论的运用和研究,得出了以下研究结果：
(1)在本研究中,渠道关系质量仅包括信任和承诺两个维度。而在之前建立的理论模型中存在的满意维度因其数据信度不足,与整个渠道关系质量量表的内部一致性存在出入,舍弃后渠道关系质量量表的整体信度提高,其量表的内部一致性增强。
(2)统计变量中的员工职务对冲突观念的认知存在差异。表现为,在四组员工职务普通员工、基层班／组长、中层／部门负责人和高层／决策人员中,中层／部门负责人在冲突观念上的均值最小,而其他三组职务员工的冲突观念表现相近。
(3)统计变量中的经销商数量对冲突观念和冲突行为的认知均存在显著差异。其相关分析结果相一致,皆表现为,当经销商数量仅为一个时,营销渠道中的冲突观念和冲突行为都达到最大值,而当经销商数量在2-5个之间时,冲突观念和冲突行为皆为最小；当经销商数量在5个以上时,冲突观念和冲突行为属于居中,介于以上二者之间。
(4)统计变量对渠道关系质量两个维度的影响不显著。通过对各统计变量与渠道关系质量的信任和承诺因子进行方差分析,结果显示员工职务、工作年限等五个统计变量对信任和承诺的影响皆表现为不显著,故统计变量不会对渠道关系质量产生差异性影响。
(5)渠道冲突观念与冲突行为显著正相关。通过对渠道冲突观念与冲突行为进行相关分析,结果显示冲突观念与冲突行为显著正相关,即冲突观念越强,引起冲突行为的可能性就越大；冲突行为越多,冲突观念就越强。
(6)渠道关系质量与渠道冲突显著负相关。通过对渠道关系质量与渠道冲突进行相关分析,结果显示渠道关系质量的信任和承诺因子与渠道冲突观念和冲突行为皆表现为显著负相关关系。即渠道关系中的信任的越高,冲突观念越弱,从而减少冲突行为的发生；渠道关系质量中的承诺越高,冲突,冲突观念越弱,从而减少冲突行为的发生；反之则冲突观念越强,冲突行为增加。
In recent-years, As the rapid advance of the process of China's market economy, China's economy have become an important part of the world economy. Concomitantly, the corporate marketing activities, particularly the marketing channel activities become more active than ever before. However, the level of the related research on the marketing channels for Chinese enterprises is variable, most of the existing studies lack the practical operation data of enterprise marketing channels and related information, research methods are also single, only stay in a simple qualitative description or analysis stage. The apparent contrast which theory behind the practice makes using standard methods to carry out research on Chinese enterprises channel become more importantand urgent. Based on this, this article from the perspective of suppliers, take the agricultural enterprises in Nanchang Qingshan Lake District for example, research on the quality of the relationship between agricultural channel impact on channel conflict.
The main contents of this paper include:
(1)The dimensional form of the quality of agricultural relations;
(2)The major concept of conflict in the agricultural channel conflicts;
(3)The major behavior of conflict in the agricultural channel conflicts;
(4)Building the model of the relationship between the quality of agricultural channel and the conflict;
(5)The impaction which the quality of agricultural channel relationship on channel conflict.
In this paper, using theoretical analysis and empirical analysis, qualitative analysis and quantitative analysis. Choice questionnaire as the main method of data collection, literature review methods used in data collection and data analysis as supporting method. Through the above methods and the using of relevant theory and research, reached the following results:
(1) In this study, the quality of channel relationships only includes the trust and commitment two dimensions. In the theoretical model established before include the dimension of satisfaction, because of lacking data reliability and not meet the internal consistency of the channel relationship quality scale, so give it up. Then the overall reliability of channel relationship quality scale improved, the scale's internal consistency increased.
(2)There is differences among the staff position on the concept of cognitive conflict in the statistical variables. Reflected in the four groups of staff general staff positions, primary class/team leader, middle/department heads and-senior/decision makers, the middle/department is responsible for the concept in the conflict on the average is minimum, while the other three positions of staff conflict the performance of similar concepts.
(3) the number of the dealer in statistical variables acts on conflict concepts and conflict behavior are significant differences. The correlation analysis is consistent, all showed, e when the number of distributors is only one, the concept of conflict and conflict behavior in marketing channels reached the: maximum, and when the number of dealers is between 2-5, the concept of conflict and conflict behavior are all minimum; when the number of dealers is more than 5, the concepts of conflict and conflict behavior is the middle, between the above range.
(4)The influence of statistical variables on the two dimensions of relationship quality is not significant. Through the variance ianalysis between variables and the quality of trust and commitment factor, it showed that staff position, work experience and other variables on the five statistical impact of trust and commitment are expressed as not significant.so statistics will not be different affect on the channel relationship quality.
(5)The concept of channel conflict and conflict behavior were significantly correlated. Through the analysis on the concept of channel conflict and conflict-related behavior, it showed a marked positive correlation, that is, the stronger the concept of conflict, the possibility of causing conflict behavior is greater; the more conflict behavior, the more stronger notion of conflict is.
(6)The quality of channel relationships and channel conflict was negatively correlated. Through the correlation analysis on the quality of channel relationships and channel conflicts, it showed that the trust and commitment factors of the quality of channel relationships are manifested as a significant negative correlation. That is, the higher the trust of channel relationships, the weaker notion of conflict, thereby reducing the incidence of conflict behavior; The higher the channel's commitment to quality relationships, the weaker the concept of conflict is, thereby reduce the incidence of conflict behavior; On the contrary, The stronger concept of conflict, the stronger increase in acts of conflict.
本文研究的主要内容包括：
(1)农产品渠道关系质量的维度构成；
(2)农产品渠道冲突中主要的冲突观念；
(3)农产品渠道冲突中主要的冲突行为；
(4)农产品渠道关系质量与渠道冲突二者的关系模型构建；
(5)渠道关系质量对农产品渠道冲突的影响。
本文采用理论分析和实证分析、定性分析与定量分析相结合的研究方法。选择问卷调查作为资料收集的主要方法,文献查阅法作为资料收集和数据分析的辅助方法。通过以上方法和相关理论的运用和研究,得出了以下研究结果：
(1)在本研究中,渠道关系质量仅包括信任和承诺两个维度。而在之前建立的理论模型中存在的满意维度因其数据信度不足,与整个渠道关系质量量表的内部一致性存在出入,舍弃后渠道关系质量量表的整体信度提高,其量表的内部一致性增强。
(2)统计变量中的员工职务对冲突观念的认知存在差异。表现为,在四组员工职务普通员工、基层班／组长、中层／部门负责人和高层／决策人员中,中层／部门负责人在冲突观念上的均值最小,而其他三组职务员工的冲突观念表现相近。
(3)统计变量中的经销商数量对冲突观念和冲突行为的认知均存在显著差异。其相关分析结果相一致,皆表现为,当经销商数量仅为一个时,营销渠道中的冲突观念和冲突行为都达到最大值,而当经销商数量在2-5个之间时,冲突观念和冲突行为皆为最小；当经销商数量在5个以上时,冲突观念和冲突行为属于居中,介于以上二者之间。
(4)统计变量对渠道关系质量两个维度的影响不显著。通过对各统计变量与渠道关系质量的信任和承诺因子进行方差分析,结果显示员工职务、工作年限等五个统计变量对信任和承诺的影响皆表现为不显著,故统计变量不会对渠道关系质量产生差异性影响。
(5)渠道冲突观念与冲突行为显著正相关。通过对渠道冲突观念与冲突行为进行相关分析,结果显示冲突观念与冲突行为显著正相关,即冲突观念越强,引起冲突行为的可能性就越大；冲突行为越多,冲突观念就越强。
(6)渠道关系质量与渠道冲突显著负相关。通过对渠道关系质量与渠道冲突进行相关分析,结果显示渠道关系质量的信任和承诺因子与渠道冲突观念和冲突行为皆表现为显著负相关关系。即渠道关系中的信任的越高,冲突观念越弱,从而减少冲突行为的发生；渠道关系质量中的承诺越高,冲突,冲突观念越弱,从而减少冲突行为的发生；反之则冲突观念越强,冲突行为增加。
In recent-years, As the rapid advance of the process of China's market economy, China's economy have become an important part of the world economy. Concomitantly, the corporate marketing activities, particularly the marketing channel activities become more active than ever before. However, the level of the related research on the marketing channels for Chinese enterprises is variable, most of the existing studies lack the practical operation data of enterprise marketing channels and related information, research methods are also single, only stay in a simple qualitative description or analysis stage. The apparent contrast which theory behind the practice makes using standard methods to carry out research on Chinese enterprises channel become more importantand urgent. Based on this, this article from the perspective of suppliers, take the agricultural enterprises in Nanchang Qingshan Lake District for example, research on the quality of the relationship between agricultural channel impact on channel conflict.
The main contents of this paper include:
(1)The dimensional form of the quality of agricultural relations;
(2)The major concept of conflict in the agricultural channel conflicts;
(3)The major behavior of conflict in the agricultural channel conflicts;
(4)Building the model of the relationship between the quality of agricultural channel and the conflict;
(5)The impaction which the quality of agricultural channel relationship on channel conflict.
In this paper, using theoretical analysis and empirical analysis, qualitative analysis and quantitative analysis. Choice questionnaire as the main method of data collection, literature review methods used in data collection and data analysis as supporting method. Through the above methods and the using of relevant theory and research, reached the following results:
(1) In this study, the quality of channel relationships only includes the trust and commitment two dimensions. In the theoretical model established before include the dimension of satisfaction, because of lacking data reliability and not meet the internal consistency of the channel relationship quality scale, so give it up. Then the overall reliability of channel relationship quality scale improved, the scale's internal consistency increased.
(2)There is differences among the staff position on the concept of cognitive conflict in the statistical variables. Reflected in the four groups of staff general staff positions, primary class/team leader, middle/department heads and-senior/decision makers, the middle/department is responsible for the concept in the conflict on the average is minimum, while the other three positions of staff conflict the performance of similar concepts.
(3) the number of the dealer in statistical variables acts on conflict concepts and conflict behavior are significant differences. The correlation analysis is consistent, all showed, e when the number of distributors is only one, the concept of conflict and conflict behavior in marketing channels reached the: maximum, and when the number of dealers is between 2-5, the concept of conflict and conflict behavior are all minimum; when the number of dealers is more than 5, the concepts of conflict and conflict behavior is the middle, between the above range.
(4)The influence of statistical variables on the two dimensions of relationship quality is not significant. Through the variance ianalysis between variables and the quality of trust and commitment factor, it showed that staff position, work experience and other variables on the five statistical impact of trust and commitment are expressed as not significant.so statistics will not be different affect on the channel relationship quality.
(5)The concept of channel conflict and conflict behavior were significantly correlated. Through the analysis on the concept of channel conflict and conflict-related behavior, it showed a marked positive correlation, that is, the stronger the concept of conflict, the possibility of causing conflict behavior is greater; the more conflict behavior, the more stronger notion of conflict is.
(6)The quality of channel relationships and channel conflict was negatively correlated. Through the correlation analysis on the quality of channel relationships and channel conflicts, it showed that the trust and commitment factors of the quality of channel relationships are manifested as a significant negative correlation. That is, the higher the trust of channel relationships, the weaker notion of conflict, thereby reducing the incidence of conflict behavior; The higher the channel's commitment to quality relationships, the weaker the concept of conflict is, thereby reduce the incidence of conflict behavior; On the contrary, The stronger concept of conflict, the stronger increase in acts of conflict.
引文
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93谢延浩,基于关系质量的渠道行为机理研究.南京理工大学硕士学位论文.2003.7
94 KellyHewett, R.Burce Money & Subhash Shamra."An exploartion of the modearting orle of buyer coproarte cultuer in industrial Buyer-Seller Relationships,"Aacdemy of Marketig Scinece.Jounral,30(Summer),2002,229-239
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6 Thorsten Hennig-Thurau,Alexander Klee.The Impact of Customer Satistaction ana Keiauonsn. rsycnoiugy & Marketing,1997.6:737-764
7章昌斌.渠道关系质量、渠道关系行为与经销商绩效之间的关系研究--基于供应商视角.武汉大学硕士学位论文.2005.5
8斯特恩,安瑟理,库格伦等.市场营销渠道,第6版(蒋青云等).北京：电子工业出版社,2003.195-217
9李崇光.农产品营销学[M].北京：高等教育出版社.2004年版
10李崇光.农产品营销学[M].北京：高等教育出版社.2004年版
11Bert Rosenbloom, Marketing Channels: A Management Review,6(?) ed,The uryden press,1999
12 Coser L.A.,The functions of social conflict,London, Free Press,1956
13杨国枢,文崇一.社会及行为科学研究方法[M],重庆大学出版社,2006年版
14 Etgar, Michael,"Sources and types of interchannel conflict", Journal ofRetailing,55(1), Spring,1979,pp.61-78.
15 Gaski, John F., "The theory of Power and conflict in Channels of distribution", Journal of Marketing,48, Sununer,1984, pp.9-29
16Lusch Robert, channel conflict and its impacts on retailer operation Performance, Journal of Retailing,52(2), Summer,1989, pp3-12,89,90-92
17 Hakansson, Snehota. No business is in an Island: the Nelworke concept of business strategy[J]. Scandinavian Journal of Management.1989.5(3):187-200.
18 Lars Hallen, Jan Johanson & NaZeem Seyed-Mohamed. Interfirm Adaptationin Business Relationship[J]. Journal of Marketing.1991.55(4):29-37.
19 Stern Lw et al, Coughlan AT. Marketing channels,5th ed, New Jersey Prentice-Hall,1996
20 Kalafatis, Stavros P.Buyer-Seller Relationship along channels of DistributionfJ]. Industrial Marketing management. 2000.(31):215-228.
21 Louis W.Stem, Adel I.EI-Ansary, AnneT.Coughlan市场营销渠道(第五版)[M].北京：清华大学出版社.2001.1.
22 Duarte M, Dvis G.Testing the conflict-Pefromance assumption in Business-to-business relationships, Industry Marketing Management,32(2003),pp91-99
23青平.农产品营销渠道冲突研究.华中农业大学博士学位论文.2007.12
24 Stern Lw et al, Coughlan AT. Marketing channels,5th ed, New Jersey Prentice-Hall,1996
25 Stern,Louis W. and Gorman, R.H.(1969), "Conflict in distribution channels:An exploration".In:Distribution Channels: Bekavioural Dimensions.(Ed.)Stem, L.W.Boston, Houghton MiffenCo., pp.156-175.
26杨慧.新世纪渠道行为理论的变革,江西社会科学.2003(10)：112-114
27 Kalafatis,Stavros P.Buyer-Seller Relationship along channels of Distribution[J].Industrial Marketing management. 2000.31:215-228
28杨国枢,文崇一.社会及行为科学研究方法[M],重庆大学出版社,2006年版
29青平.农产品营销渠道冲突研究.华中农业大学博士学位论文.2007.12
30贺和平.范式之外：渠道反应类型的本土化研究,营销科学学报[J].2005(2)：72-86
Dong Y Lee, Power, conflict and satisfaction in supplier-Chinese distribution channels, Journal of Business Research,52(2001), pp.149-160
32谢延浩.基于关系质量的渠道行为机理研究.南京理工大学硕士论文.2003.7
33 Rosenberg, LaryJ., LouisW.Stem.Toword the Analysis of Conflietin Distribution Channels [J].Joumal of Marketing,1970,34(Oetober):40-46
34 Luseh and Robert :.Source of Power:Their impact on intra channel conflict [J].Joumal of marketing research, 1976,(5):3-12.
35 Hakansson, Snehota. No business is in Island:the Network Conception business strategy[J]. Seandinavian Journal of Management.1989.5(3):187-200.
36 LarsHallen, Jan Johanson & NaZeem Seyed-Mohamed. Interfirm Adaptation Business Relationship[J]. Journal of Marketing.1991,55(4):29-37.
37 J.C.Anderson, J.A.Narus. Model of the distributor firm and manufaeturer firms working partnerships[J].Journal of Marketing,1990,54(1):42-55.
38 J.E.Olsen, K.L.Granzin. Eeonomic Development and Chammel structure:A Multinational Study[J]. Journal of Macromarketing,1990,(8):8-23.
39 Anderson, Erin,Barton Weitz.The use of Pledges to Bulid and Sustain Commitment in Distribution Channel[J]. Journal of Marketing Researeh.1992,24(2):85-97.
40 Kalafatis, StavrosP. Buyer-Seller Relationship along channels of Distribution[J]. Industrial Marketing management.2000, (31):215-228.
41 Kalafatis,Stavros P.Buyer-Seller Relationship along channels of Distribution[J].Industrial Marketing management. 2000,31:215-228
42 LouisW.Stem, Adell.EI-Ansary,AnneT.Coughian.市场营销渠道(第五版)[M].北京：清华大学出版社,2001.1.
43刘圣兰.渠道关系质量与渠道行为的关系研究-以江苏IT企业为例.南京理工大学硕士论文,2009.5
44 I ouis W Stem. Adell.EI-Ansary,Anne T.Coughian.市场营销渠道(第五版)[M].北京：清华大学出版社,2001.1.
45 I ouis W Stem. Adell.EI-Ansary,Anne T.Coughlan.市场营销渠道(第五版)[M].北京：清华大学出版社,2001.1
46(?)"The ettcts Ot suppller Ialmess on (?) resellesr,"Jounral of Markerting Researeh.32(Feb)1995.54-65
47青平.农产品营销渠道冲突研究.华中农业大学博士学位论文.2007.12
48青平.农产品营销渠道冲突研究.华中农业大学博士学位论文.2007.12
49青平.农产品营销渠道冲突研究.华中农业大学博士学位论文.2007.12
50 Gary W.Brester,Arlo Biere,Justin Armbister, Marketing identity preserved grain produets.the case of American White Wheat Producers association, Agribusiness, Vol.12, No.3,301-308(1996)
51Stank et al. Benefits of interfirm coordination in food industry supply chains, Journal of Business Logistics, Vols20, No2,1999,21-42
52青平.农产品营销渠道冲突研究.华中农业大学博士学位论文.2007.12
53 Don Y. Lee. Power, conflict and satisfaction in 11V supplier-Chinese distribution channels, Journal of Business Research,52(2001), pp.149-160
54青平.农产品营销渠道冲突研究.华中农业大学博士学位论文.2007.12
55 Kevin L., Webb, Hybrid channel conflict, Causes and effeetives on channel Performances, Journal of Business & Industrial Marketing, Vol17,No5,2002, PP338-356
56庄贵军.国际营销渠道中的渠道行为,商业经济与管理[J].2001(1)：8-11
57朱秀君.从博弈论看营销渠道的冲突与合作,商业经济与管理[J].2002(4)：14-17
58庄贵军、周筱莲.权力、冲突与合作：中国工商企业之间渠道行为的实证研究,管理世界[J1.2002(3)：57-63
59庄贵军、周南,营销渠道中依赖的感知差距对渠道冲突的影响,系统工程理论与实践[J].2003(7)：117-124
60张闯,夏春玉.农产品流通渠道：权力结构与组织体系的构建,农业经济问题[J].2005(7)：25-34
61 Stem, Louis w.(1971)."Potential conflict management mechanisms in distribution channels :An interorganasatio-nal analysis,.In Contractual Marketing Systems.(Ed.)Thompson, Donald N.,Massachussetts, Heath Lexington Books, pp.111-145.
62 Stem, Louis W.and EI-Ansary, Adel 1.(1988), Marketing Channels,Third Edition, New Jersey prentice-Hall, pp.290-298.
63康松林.渠道行为对渠道关系质量的影响实证研究.重庆大学硕士学位论文.2007.4
64 Heide,B Jan,George John.Alliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Seller Relationship[J].Journal of Marketing Research,1990.27(2):24-36
65 Crosby,A.Lawrence,Kennetn R.Evans and Deborah Cowles,Relationship Quality in Service Selllmg:An Interpersonal Influence Perspective[J].Journal of Marketing,1990.54(July):54-82
66 Keysuk Kim.On the Determinants of Joint Action in Distributor and Supplier Relationship: Beyond Economics Efficiency[J].International Journal Of Research in Marketing,1999.16:217-236
67 Crosby,A.Lawrence,Kermeth R.Evans and Deborah Cowles,Relationship Quality in Service Selling:An Interpersonal Influence Perspective[J].Journal of Marketing,1990.54(July):54-82
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