论文部分内容阅读
本文利用渠道权力理论研究了国外品牌服装在我国营销渠道中零售商和供应商的关系。运用结构方程模型分析了供应商拥有的权力、零售商所感受到的供应商的影响力、二者在合作中的冲突、零售商对供应商的态度以及满意程度这几个因素之间的关系。结果表明,供应商拥有的法律权力是影响零售商的主要原因;供应商具有的专家权力和相关权力正面影响零售商对自己的态度;零售商感觉来自供应商的权力越大,则其与供应商发生冲突的可能性越大;零售商对供应商的态度会影响供应商对其的满意程度,消极的态度会引发冲突。另外,本文发现渠道成员对权力的感受以及其产生的影响与渠道所处的人文、社会和商业背景密切相关。
In this paper, we use channel power theory to study the relationship between retailers and suppliers of foreign brand apparel in China’s marketing channels. The structural equation model was used to analyze the relationship between the power of suppliers, the influence of suppliers perceived by retailers, the conflict between them in the cooperation, the attitude of retailers to suppliers and the degree of satisfaction. The results show that the legal power owned by suppliers is the main reason that affects the retailers. The supplier’s expert power and related power positively influence retailers’ attitudes towards themselves. When retailers feel that the power from suppliers is greater, The more likely the firm is to have a conflict, the more the retailer’s attitude toward the supplier will affect the supplier’s satisfaction with it, and the negative attitude will trigger a conflict. In addition, this article finds that the channel members’ perception of power and its impact are closely related to the human, social and commercial contexts in which the channels are located.