摘要
电商情境下,品牌商与渠道商的关系发展呈现出根本性变化。在传统线下渠道,品牌商通常与渠道商维系或松散或紧密的单一耦合关系,但传统线下品牌商在运营线上销售渠道时,却呈现与渠道商之间亦松亦紧、张弛有度的悖论耦合关系。那么,如何形成悖论耦合关系以及如何实现悖论耦合关系的均衡呢?本研究以雷士电商为例,在探讨雷士电商与其渠道商耦合关系悖论特性的基础上,揭示渠道耦合悖论关系实现均衡的过程机理。研究得出:电商情境下品牌商与渠道商之间存在矛盾又相互依赖的松紧耦合悖论性关系;传统线下品牌商在拓展线上市场时,渠道耦合悖论关系的形成经历“解耦合-松散耦合-松紧耦合”三个阶段;渠道参与者面对紧张局势的响应决定渠道耦合关系的发展方向,采取防御性响应容易进入恶性循环,而采取接受性响应则可能进入良性循环;渠道松紧耦合悖论关系的均衡并非一蹴而就,参与者在共同利益的驱动下组织渠道合作与控制活动,探索出动态的渠道松紧耦合机制。研究构建的松紧耦合悖论关系均衡过程模型旨在为渠道冲突和多渠道管理的研究提供新视角,并对电商情境下品牌商与渠道商的关系维系提供管理启示。
In the context of e-commerce,the relationship between brand holders and their distributors presents dramatic changes.In traditional offline channels,brand holders usually maintain a loose or tight single-coupling relationship with channel distributors.However,traditional brand holders tend to build a paradoxical loose-and-tight-coupling relationship with distributors when operating online sales channels.How could brand holders set up a paradoxical loose-and-tight-coupling relationship with distributors? And how could they achieve the equilibrium of the paradoxical relationships? Taking the Nexus Vigor Change (NVC)as a case,this research attempts to reveal the process of realizing the paradoxical equilibrium relationship on the basis of discussing the paradoxical characteristics of the coupling relationship between NVC and its distributors.The results indicate:in the context of e-commerce,loose-andtight-coupling relationship with the characteristic of conflict and interdependence exists between traditional offline brand holders and their distributors;when the traditional offline brand holders explore online markets,the formation of paradoxical coupling relationship with distributors experiences three stages:decoupling,loose coupling,and loose and tight coupling integration;the response of channel members to the contradictory situation determines the direction of the channel coupling relationship.Defense may lead to a vicious circle,while acceptance may lead to a virtuous circle;the equilibrium of the channel’s coupled paradox relationship is not a one-off,and participants are engaged in channel cooperation and control activities driven by common interests to explore a dynamic coupling mechanism.The development process model of paradoxical coupling relationship constructed by this research provides a novel perspective for the theory of channel conflict and multi-channel management,and provides management inspiration for the relationship maintenance between brand holders and their distributors in the context of e-commerce.
作者
林海芬
胡严方
LIN Haifen;HU Yanfang(School of Economics and Management,Dalian University of Technology,Dalian 116024,China)
出处
《经济与管理评论》
CSSCI
北大核心
2022年第5期139-160,共22页
Review of Economy and Management
基金
国家自然科学基金面上项目“组织稳定与创新的悖论性关系及其平衡机理研究”(71872026)
国家社会科学基金重点项目“高质量发展情境下中国企业的高端化战略变革理论研究”(21AZD119)
辽宁省社科规划基金重点项目“中国情境下企业战略高端化变革机理研究”(L20CGL014)。
关键词
松散耦合
紧密耦合
悖论关系
耦合机制
均衡过程
loose coupling
tight coupling
paradox relationships
coupling mechanism
equilibrium process
