| 基于KMRW声誉模型的渠道联盟稳定性研究 |
| |
| 引用本文： | 孙霞,赵晓飞.基于KMRW声誉模型的渠道联盟稳定性研究[J].科研管理,2009,30(6):100-106. |
| |
| 作者姓名： | 孙霞 赵晓飞 |
| |
| 作者单位： | ;
（1.华中科技大学经济学院，武汉430074； ;
2.湖北大学商学院，武汉430062） |
| |
| 摘 要： | 摘要：从20世纪80年代开始，渠道联盟成为了营销渠道发展的一个重要方向，这当中，稳定性又成为联盟研究的一个核心内容。但渠道联盟稳定性的研究还鲜有学者涉猎，大部分学者集中于战略联盟稳定性研究，一部分学者专注于供应链联盟稳定性的研究。在解决联盟不稳定的策略上，上述研究要么过分关注“利益解决机制”，而忽视对“声誉解决机制”的研究；要么只关注了“纵向渠道联盟”的研究，而忽视“横向渠道联盟的研究。要保证渠道联盟的顺利运行，核心问题之一是依靠联盟成员间的相互监督、相互激励，而这种监督与激励是建立在联盟成员间信息的识别与传递之上的，声誉正是这种识别与传递过程的外在表现。声誉机制能约束和识别非合作成员，减少伪装合作成员数量，从而制约联盟内机会主义行为的发生，保持联盟的稳定，但声誉机制的发挥需要一定的条件。针对联盟成员合作出现的一些问题，笔者提出了维持渠道联盟稳定性的几点建议和需要进一步研究的问题。
|
| 关 键 词： | 渠道联盟 声誉 稳定性 治理 |
| 收稿时间： | 2008-7-16 |
| 修稿时间： | 2009-3-16 |
The study on stability of marketing channel alliance based on the KMRW reputation mode |
| |
| Sun Xia,Zhao Xiaofei.The study on stability of marketing channel alliance based on the KMRW reputation mode[J].Science Research Management,2009,30(6):100-106. |
| |
| Authors: | Sun Xia Zhao Xiaofei |
| |
| Institution: | 1. School of Economics，Huazhong University of Science and Technology，Wuhan 430074，China； ;
2.School of Business，Hubei University，Wuhan 430062，China |
| |
| Abstract: | Marketing Channel Alliance(MCA)has become an important development from 1980' s.In this development process,the stability of MCA has become a core content of alliance research.However,the research on stability of MCA is rarely concemed by scholars.Most studies focus on the strategic alliance stability,part of scholars studies focus on supply chain alliance stability.To solve instability of alliance,the above studies either overly pay attention to "interest settlement mechanism" while ignoring the "reputation settlement mechanism" or only pay attention to the "longitudinal marketing channel alliance" and ignore "horizontal marketing channel alliance".To ensure the MCA's smoothly operation,one of the key issues is relying on the mutual supervision and mutual encouragement of inner member of MCA.But,this mutual supervision and mutual encouragement are based on information identification and delivery among alliance members,and reputation is external performance of above information identification and delivery process.Reputation mechanism can identify and constraint non-cooperation members,reduce the numbers of camouflage cooperation members,thereby constrain the incidence of opportunistic behavior in MCA and maintain the stability of the MCA,but the working of reputation mechanism needs certain condition.Aiming at a few problems for the MCA cooperation,several suggestions to ensuring stability of MCA and further research questions are proposed. |
| |
| Keywords: | MCA reputation stability governance |
| 本文献已被 万方数据 等数据库收录！ |
| 点击此处可从《科研管理》浏览原始摘要信息 |
| 点击此处可从《科研管理》下载免费的PDF全文 |
