摘要
对于服装企业二元分销渠道协同与企业绩效的研究,有利于服装企业针对性地探索规避渠道冲突的办法。文章基于二元分销渠道和企业绩效关系文献研究,提出研究假设,采用市场调研数据,实证分析了二元分销渠道协同对服装企业绩效的影响。研究发现:渠道资源协同、渠道领域协同、渠道认知协同、渠道沟通协同对服装企业绩效都有显著的正向影响,且影响的重要性程度递减。因此,可以通过减少渠道争夺、缩小领域差异、增强渠道感知、加深渠道沟通方面着手,提高服装企业绩效。
The research of dual distribution channel synergy and financial performance is helpful for garment enterprises to explore the methods to evade channel conflicts pertinently.Based on the literature of dual distribution channels and corporate performance,this paper proposes hypotheses and analyzes the effect of dual distribution channel synergy on performance of garment enterprises through market research data.The results show that：the effect of channel resources synergy、channel field synergy、channel cognitive synergy、channel information synergy on performance of garment enterprises is significant and the extent of the effect decreases during the processTherefore,garment enterprises should reduce channel contention,narrow the field of difference,reinforce the perception channels,deepen communication channels to improve performance of garment enterprises.
出处
《上海商学院学报》
2016年第4期23-30,共8页
Business Economic Review
基金
国家自然科学基金项目:创意产业集群价值网络模块化设计及价值创造模型研究(71373040)
上海市教委科研创新重点项目:企业二元分销渠道协同管理研究(14ZS151)
松江区软科学研究项目:时尚谷创意园区价值增值策略研究
关键词
服装企业
二元分销渠道
协同
企业绩效
garment enterprises
dual distribution channel
synergy
enterprise performance
