The Effect of Retailer Conflicts by Corporate Channel Strategy

廠商通路策略對零售商衝突影響之研究

廖國鋒(Gou-Fong Liaw) ； 朱宗緯(Zong-Wei Zhu) ； 李堯賢(Yao-Hsien Lee)

《Pan-Pacific Management Review》 7卷1期 (2004/01) Pp. 1-18

https://doi.org/10.30166/PPMR.200401.0001

摘要

本研究主要探討行銷通路中，供應商權力來源的運用及權力對衝突管理的影響，過去有關通路的實證中，大多強調抑制破壞性衝突結果的產生，而忽略了建設性衝突所產生的正面效果，因此，本文將衝突區分為破壞性衝突和建設性衝突，並探討通路權力與通路衝突的關係，此結果將有助於通路衝突管理。樣本資料是從調查156家個人電腦經銷商中獲得，主要研究結果如下：
一、供應商非強制性權力來源的運用對權力具有正相關，衝突發生時，可間接降低破壞性衝突結果，增加建設性衝突結果。而強制性權力來源的運用對破壞性衝有直接正相關。
二、在個別權力來源運用中，不論在關係式或分離式通路結構，只有法定權的運用對建設性衝突具有正相關。
三、建設性衝突在關係式通路結構中顯著大於分離式通路結構。

關鍵字

通路結構 ； 通路權力 ； 衝突管理

並列摘要

Dual distribution system is commonly seen in industrial markets. Although transaction cost and relationship-marketing theory have been successfully applied to explaining distribution decisions, conflicts among retailers within dual channel are yet to be fully discussed in empirical study. Basically, when a manufacturer sells its product through two different channels, retailers will conflict and compete, given that they have to sell the same product at different prices. The purpose of this paper is to investigate conflicts between the manufacturer and retailer within a dual channel. Based upon the power and conflict theory, this paper aims to build a conceptual model to explain channel conflicts in a dual channel structure. We dichotomize conflict into constructive and destructive conflict types in order to further probe the content of conflict. Findings show that use of coercive power source will impact destructive conflict positively and significantly, while use of non-coercive power source impacts constructive conflict positively and significantly. Use of power is a mediator between use of power source and conflict. To conclude, we propose some managerial suggestions to manufacturers.

並列關鍵字

Channel Conflict ； Destructive Conflict, Constructive Conflict

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