烟草公司批零合作关系对合作绩效影响研究
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摘要
现代烟草零售终端建设要求对市场需求的快速反应,要求卷烟供应链各节点单元间的无缝对接,要求烟草公司尽快适应从“官商”到“服务商”,从传统商业企业到现代流通企业这个角色的转变。这一轮变化中,烟草公司与零售业户间的关系建设逐渐备受重视,批零合作关系到底如何作用于这条卷烟供应链开始被烟草人关注。然而,很少有人去研究这个问题,学者们由于种种原因忽略了对现代烟草供应链合作关系的探索,他们往往局限于研究烟草物流配送效率或者烟草行政垄断行业特色。以往对合作关系的研究也往往局限于一两个方面,例如信任、信息共享、承诺对供应链绩效的影响研究等等,很少有人把合作关系的所有维度综合在一起,去探讨它们对绩效的影响,对于这些变量之间的相互作用路径的研究则更加缺乏。据此,本文选取当前我国烟草下游供应链为研究对象,以烟草公司-零售业户间的批零合作关系为出发点,去探索批零合作关系对批零双方合作绩效的作用机制,并试图去摸清批零合作关系各维度间的相互影响路径。
本文参考国内外供应链管理相关理论,借鉴前辈学者们开发的量表体系,结合当前烟草公司-零售户合作关系实际,提出并证实烟草批零合作关系包含四个维度:零售户对烟草公司的依赖、零售户与烟草公司签订的契约、零售户信任以及双方间的信息共享,进一步研究了批零合作关系四维度与批零合作绩效间以及四维度自身之间的作用路径。全文采用理论演绎与实证分析相结合的研究方法,选取辽宁省鞍山市451户卷烟零售业户为调研对象,使用SPSS11.5、AMOS6.0统计软件对问卷样本进行了描述性统计、信度检验、效度检验、相关性分析、验证性因子分析以及对假设的结构方程模型检验。实证结果表明:烟草公司与零售业户间的批零合作关系对批零合作绩效有正向影响;零售户对烟草公司的依赖对批零合作绩效有正向作用;契约的使用对批零合作绩效有正向影响;信任对批零合作绩效的提升有积极作用;信息共享有利于提升批零合作绩效;零售户对烟草公司的依赖与零售户使用契约正相关;零售户对烟草公司的依赖与零售户对烟草公司的信任负相关;契约的使用对零售户信任有积极作用;契约的使用有利于双方的信息共享;零售户信任促进了批零双方的信息共享。
最后,本文依据实证结果与研究结论,给当前烟草公司的零售终端建设提出了若干建议,并指出了不足与今后的研究方向,以期为烟草供应链实践和相关理论研究贡献微力。
Modern tobacco retail terminal building requires quick response to market demands and seamless supply chain, and it also requires tobacco company to change his role, from "officials and businessmen" to "service providers", from traditional to modern and circulation enterprises. In the change, the relationship, between tobacco company and tobacco retailers, becomes to be attended, and the Tobacco-People gradually pay more and more attention on the question how the relationship impacts the cooperative performance of the tobacco supply chain. However, there were few scholars to study the problem due to various reasons, and they were often limited in the tobacco's administrative monopoly, or the efficiency of logistics and distribution. On the other hand, previous researches about collaborative relationships are often limited to one dimension or two dimensions, for example, they inclined to study one element how to impact co-performance, such as trust, information sharing, or commitment, and few people integrated all the dimensions to study their impact on co-performance, and there were less explorations for the relationships among all the dimensions. As a result, the thesis selects the downstream of China-Tobacco supply chain as the range, and the cooperative relations between tobacco company and tobacco retailers as the object, and it tries to study the mechanism, how wholesale and retail partnership influence on the co-performance, and the mutual influence path among the various dimensions.
According to the related theories and based on the tobacco practice, the thesis proves that tobacco company-retailers relationship in China included dependence, contract, trust and information sharing, and probes all path relations between variables. The study uses a research method constituted by theoretical deduction and empirical analysis, and selects 451 tobacco retailers in Anshan, Liaoning province, as the sample. Then it goes on data analysis, concluding descriptive statistics, reliability testing, validity testing, correlation analysis, confirmatory factor analysis and structural equation model checking assumptions. The empirical results showed that the cooperative relationship had positive impact on the cooperative performance, all of the dependence, contract, trust and information sharing had positive impact on the cooperative performance, dependence had a positive impact on contract, contract had a positive impact on trust, contract had a positive impact on information sharing, trust had a positive impact on information sharing, but dependence had a negative impact on trust.
At last, in order to make contribution to China-Tobacco's supply chain practices and theoretical research, the study, based on empirical results and findings, provides a number of recommendations on current tobacco terminal building, and points out the shortage and future research directions.
本文参考国内外供应链管理相关理论,借鉴前辈学者们开发的量表体系,结合当前烟草公司-零售户合作关系实际,提出并证实烟草批零合作关系包含四个维度:零售户对烟草公司的依赖、零售户与烟草公司签订的契约、零售户信任以及双方间的信息共享,进一步研究了批零合作关系四维度与批零合作绩效间以及四维度自身之间的作用路径。全文采用理论演绎与实证分析相结合的研究方法,选取辽宁省鞍山市451户卷烟零售业户为调研对象,使用SPSS11.5、AMOS6.0统计软件对问卷样本进行了描述性统计、信度检验、效度检验、相关性分析、验证性因子分析以及对假设的结构方程模型检验。实证结果表明:烟草公司与零售业户间的批零合作关系对批零合作绩效有正向影响;零售户对烟草公司的依赖对批零合作绩效有正向作用;契约的使用对批零合作绩效有正向影响;信任对批零合作绩效的提升有积极作用;信息共享有利于提升批零合作绩效;零售户对烟草公司的依赖与零售户使用契约正相关;零售户对烟草公司的依赖与零售户对烟草公司的信任负相关;契约的使用对零售户信任有积极作用;契约的使用有利于双方的信息共享;零售户信任促进了批零双方的信息共享。
最后,本文依据实证结果与研究结论,给当前烟草公司的零售终端建设提出了若干建议,并指出了不足与今后的研究方向,以期为烟草供应链实践和相关理论研究贡献微力。
Modern tobacco retail terminal building requires quick response to market demands and seamless supply chain, and it also requires tobacco company to change his role, from "officials and businessmen" to "service providers", from traditional to modern and circulation enterprises. In the change, the relationship, between tobacco company and tobacco retailers, becomes to be attended, and the Tobacco-People gradually pay more and more attention on the question how the relationship impacts the cooperative performance of the tobacco supply chain. However, there were few scholars to study the problem due to various reasons, and they were often limited in the tobacco's administrative monopoly, or the efficiency of logistics and distribution. On the other hand, previous researches about collaborative relationships are often limited to one dimension or two dimensions, for example, they inclined to study one element how to impact co-performance, such as trust, information sharing, or commitment, and few people integrated all the dimensions to study their impact on co-performance, and there were less explorations for the relationships among all the dimensions. As a result, the thesis selects the downstream of China-Tobacco supply chain as the range, and the cooperative relations between tobacco company and tobacco retailers as the object, and it tries to study the mechanism, how wholesale and retail partnership influence on the co-performance, and the mutual influence path among the various dimensions.
According to the related theories and based on the tobacco practice, the thesis proves that tobacco company-retailers relationship in China included dependence, contract, trust and information sharing, and probes all path relations between variables. The study uses a research method constituted by theoretical deduction and empirical analysis, and selects 451 tobacco retailers in Anshan, Liaoning province, as the sample. Then it goes on data analysis, concluding descriptive statistics, reliability testing, validity testing, correlation analysis, confirmatory factor analysis and structural equation model checking assumptions. The empirical results showed that the cooperative relationship had positive impact on the cooperative performance, all of the dependence, contract, trust and information sharing had positive impact on the cooperative performance, dependence had a positive impact on contract, contract had a positive impact on trust, contract had a positive impact on information sharing, trust had a positive impact on information sharing, but dependence had a negative impact on trust.
At last, in order to make contribution to China-Tobacco's supply chain practices and theoretical research, the study, based on empirical results and findings, provides a number of recommendations on current tobacco terminal building, and points out the shortage and future research directions.
引文
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