摘要
跨渠道冲突是困扰企业多渠道营销的关键问题,探索缓解跨渠道冲突的有效途径至关重要。基于复杂适应系统理论,利用2017年和2023年来自制造商的问卷调查数据,探讨了多渠道营销情境下制造商和经销商的渠道内冲突对跨渠道冲突的影响,以及渠道协作(包括共同制定计划和共同解决问题)和环境不确定性的调节作用。结果表明:多渠道营销情境下,渠道内冲突对跨渠道冲突具有正向影响;制造商和经销商共同制定计划、共同解决问题可以削弱上述正向影响,而环境不确定性会增强上述正向影响。因此,企业应高度重视渠道内冲突的不利影响,通过加强渠道协作来抑制渠道内冲突向跨渠道冲突转化,同时关注外部环境因素对两种冲突之间转化关系的影响,以防止渠道内冲突向跨渠道冲突演变。
Cross-channel conflicts represent a significant challenge for firms engaged in multichannel marketing,making it essential to investigate effective strategies for mitigating these conflicts.Drawing on survey data from manufacturers collected in 2017 and 2023,this study examines the impact of intra-channel conflicts between manufacturers and distributors on cross-channel conflicts within the multichannel marketing context,as well as the moderating roles of channel collaboration(including joint planning and problem-solving)and environmental uncertainty.The findings indicate that within the multichannel marketing context,intra-channel conflicts positively influence cross-channel conflicts;however,joint planning and problem-solving by manufacturers and distributors can mitigate this positive effect,whereas environmental uncertainty tends to exacerbate it.Therefore,managers should prioritize addressing the adverse effects of intra-channel conflicts,enhance channel collaboration,and consider the impact of external environmental factors on the relationship between the two types of conflicts to prevent intra-channel conflicts from evolving into cross-channel conflicts.
作者
韩颖
庄贵军
刘建颀
HAN Ying;ZHUANG Guijun;LIU Jianqi(The School of Management,Xi'an Jiaotong University,Xi'an,Shaanxi 710049,China)
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2024年第6期29-41,共13页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
国家自然科学基金项目“制造商视角的全渠道策略研究”(72072141)
陕西省自然科学基础研究计划项目“制造商渠道入侵对跨组织关系的影响研究:基于经销商的视角”(2024JC-YBQN-0763)。
关键词
多渠道营销
渠道内冲突
跨渠道冲突
渠道协作
环境不确定性
multichannel marketing
intra-channel conflict
cross-channel conflict
channel collaboration
environmental uncertainty
