企業行銷通路關係之研究－華人與西方關係觀點的整合

Abstract

近來學者利用交易成本、社會交換、社會網路等理論觀點，探討行銷通路關係的形成及發展，卻鮮少從華人社會特有的關係(guanxi)觀點，探討華人社會中的企業通路關係。儘管許多文獻強調關係在華人社會中的好處，但仍欠缺華人與西方整合觀點的探討。本研究首先探討西方經濟與社會觀點下的通路關係成因與結果，其次，引入華人關係理論，提出整合模型，並從中提出若干研究假設，作為實證分析的依據。本通路關係模型與當前研究典範一致，但將詮釋焦點放在華人文化與社會脈絡下的台灣企業。研究結果顯示，華人先賦性與交往性所構成的關係分類圖式，於通路商間關係結構、關係績效上扮演重要角色，最後本文也提出許多理論與實務上的涵意。

The recent attention paid to channel relationships in the marketing literature focuses heavily on both western economic and social perspectives-political economy paradigm, transaction cost analysis, and relationship marketing to explain the building and maintaining of channel relationships. But limited research has been carried out on the complex notion of guanxi(literally, relationship) in Chinese society. Despite repeated emphasis on the benefits of guanxi, the literature still lacks an integration, of Western and Chinese perspectives. This paper starts with a conceptual review on channel relationships from Western economic and social perspectives, followed by a discussion of its antecedents and consequences. Then, we adapt the guanxi dynamic approach and provide an integrated model. According to the model, some hypothesizes are also proposed and tested. The proposed model of channel relationship is consistent with the major research paradigms but focuses on Taiwan enterprises; they are under the Chinese cultural and social context. We conclude that the psychological classification schema that contains two main dimensions: ascribed and interactive guanxi plays an important role in the structure and performance of channel relationships. Some theoretical, managerial implications and future researches are also discussed.