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渠道关系专用性投资的决策是渠道系统双方生态进化和博弈的过程,是制造商与分销商经过一定时间的合作,在专用性投资收益和风险评估的基础上做出的选择。研究结果表明,专用性投资是一个有限理性的演化过程,企业是否进行专用性投资主要受渠道双方实力规模、初期投资成本、超额收益总额、分配机制、未来收益期望等因素影响,而且是这些因素共同作用的结果;经济实力强、超额收益总额大将会吸引双方进行专用性投资;分配机制和未来受益期望偏重于分销商将会提高分销商的专用性投资积极性;初期投资成本大则有利于双方的长期合作,避免机会主义行为的发生。进一步提高渠道关系专用性投资决策效益的建议:实力对等的双方,要提高初始投资成本;实力不对等的双方,是否进行专用性投资取决于制造商的发展需要;最大化超额收益,调动双方积极性;重视超额收益分配机制的设计;增强合作双方对未来收益的预期与追求。
The decision-making of channel-specific investment is the process of ecological evolution and game between the two sides of the channel system. It is the choice made by manufacturers and distributors after a certain period of time based on the special investment returns and risk assessment. The results show that the exclusive investment is a bounded rationally evolving process. Whether a company makes a dedicated investment depends mainly on the strength of the two channels, initial investment cost, total excess return, distribution mechanism, expectation of future earnings, etc., and these factors Strong economic strength and a large total amount of excess returns will attract both parties to make specific investments. The allocation mechanism and future benefits expectation will emphasize that distributors will increase the enthusiasm of distributors for special-purpose investments. The large initial investment costs will benefit both parties Long-term cooperation to avoid the occurrence of opportunistic behavior. Proposals to further enhance the efficiency of channel-specific investment decisions: both parties with equal strength should raise their initial investment costs; whether the two parties with different strengths should make their own investment depends on the needs of manufacturers; maximize the excess returns and mobilize both parties Enthusiasm, emphasize the design of the excess return distribution mechanism, and enhance the expectation and pursuit of future earnings by both parties.