市场导向的感知对渠道关系质量的影响 ——基于中国市场的实证研究

论文摘要

实证研究显示,市场导向的企业有更优的绩效。日益激烈的竞争不仅仅在公司个体之间展开,更大程度上在渠道网络之间展开。本文探讨市场导向对渠道关系质量的影响,首次同时从供应商和经销商的角度看待供应商市场导向水平如何影响渠道关系质量。比较了文中提出的模型和以往研究中的模型,对于各个模型存在的差异进行了讨论,并提出了市场导向的感知差异,研究了差异对渠道关系质量产生了影响。

论文目录

• 摘要
• Abstract
• 1. Introduction
• 1.1. Research purpose
• 1.2. Research framework
• 2. Literature Review and Hypothesis Formulation
• 2.1. Market orientation concept
• 2.2. Market orientation and distribution channel
• 2.3. Model and Hypothesis
• 3. Variable Measurement and Data Collection
• 3.1. Variable measurement
• 3.2. Questionnaire design and data collection
• 3.2.1 Questionnaire design
• 3.2.2 Data collection method
• 3.3. Reliability and validity analysis of the variable measurement
• 4. Hypothesis Testing and Additional Models Proposition
• 4.1. Hypothesis testing on full model
• 4.2. Two Partial models proposition and hypothesis testing
• 4.3. Gap model proposition and hypothesis testing
• 5. Result Discussion
• 5.1. Discussion on full model, two partial models and gap model
• 5.2. Models comparison among full model and two partial models
• 5.3. Managerial implementation
• 5.4. Limitations and further research
• 6. Conclusion
• Appendix
• Measures of constructs
• Reference
• Acknowledgement