论文部分内容阅读
关系专用性投资是建立和维持渠道关系管理的重要手段,专用性投资有利于提升双方的关系质量,延长渠道关系持续时间,建立良好的关系范围和推动渠道成员的合作,是企业竞争优势的源泉,为合作带来额外的价值;但是由于专用性投资的专用和锁定属性,可能也给企业带来高额沉没成本风险,增加了依赖性,使合作处在不对等状态,尤其在条件不恰当或缺乏合理治理机制情况下,极易产生机会主义行为。正式契约、关系规范、垂直一体化等治理模式对于保护专用性投资权益有积极作用并能降低机会主义行为的发生,但是这些模式主要集中于事前控制和事后控制,治理效果没有达到预期,且治理模式适用条件也没有统一标准。因此专用性投资的未来研究主要集中在四个方面:从多角度、多纬度研究专用性投资对渠道关系的影响;进一步分析不同渠道阶段和渠道情景,专用性投资对渠道关系的影响;研究不同的渠道治理模式对专用性投资与机会主义行为关系的调节作用;区分不同的专用性投资类型,探讨不同类型专用性投资对渠道关系的不同影响。
Relationship-specific investment is an important means to establish and maintain channel relationship management. Specialized investment is conducive to enhancing the quality of the relationship between the two parties, extending the duration of the relationship, establishing a good relationship and promoting the cooperation among channel members, which is the source of the enterprise’s competitive advantage , Adding additional value to cooperation; but because of the exclusive and locked nature of SPs, there is also the risk of high sunk costs for the business and increased dependencies that leave the SCs in an unequal state, especially when the conditions are not appropriate Or the lack of a reasonable governance mechanism, opportunistic behavior can easily arise. Formal protection, formal norms, vertical integration and other governance models have a positive effect on protecting the rights and interests of specific investment and can reduce the occurrence of opportunistic behaviors. However, these modes are mainly focused on ex ante control and ex post control, and the effects of governance are not met, and governance There is no uniform standard applicable conditions. Therefore, the future research of SPV mainly focuses on four aspects: from multiple perspectives and multi-latitudes, it studies the influence of SPV on SWF; further analyzes the influence of SPV and SWF, SPV on SWF; Of the channel governance model on the relationship between private investment and opportunistic behavior adjustment role; to distinguish between different types of special investment to explore the different types of special investment on channel relationship different effects.