企业及其边界人员角色导向对营销渠道治理机制及其结果的影响：基于角色理论的多层面研究

Marketing channel governance theory is one of the central research topic of marketing channel behavioral theory since 1980s. Channel governance theory is very important for Chinese firms to solve the problems arising from the transition of Chinese distribution system. The extant channel governance theory remains to be integrated because of multi-theory bases of channel governance research. The role theory provide a potential theory base for this integration, but the research based on the role theory isn't unfolded fully yet. Furthermore, in the extant literature, the role of interpersonal relationship across channel relationship in the interorganizational governance has been less researched, and even fewer studies take Chinese guanxi as a channel governance mechanism in Chinese culture context. This project will contribute to the channel governance theory with three sides: (1) Taking guanxi as a channel governance mechanism(i.e., guanxi-based governance) in Chinese channel relationships, we'll empirically explore the determinants and outcomes of guanxi-based governance on the basis of qualitive and quantitive research in Chinese market context. (2) Based on the former research, from the perspective of role theory, we will research channel governance mechanism on three levels, i.e., interorganizaitional, inerpersonal and organization-boundary person relationship levels. Especially, on one side, we'll empirically explore the influences of role orientations of channel member and its boundary person on the selection of governance mechanisms; on the other side, we'll empirically investigate the potential moderating role of the role orientation fit between channel memebers, channel boudary persons, and channel member and its boudary person. (3) From the pural governance perspective, we'll empirically test the interaction relationships between guanxi-based governance and interorganizational govenance mechanisms(i.e., norms and contract) and their impacts on the governance outcomes.

渠道治理是渠道行为理论关注的中心议题之一，国内分销领域转轨过程中的问题突显了渠道治理的现实意义。渠道治理研究理论基础的多元化使得现有理论有待整合，角色理论为此整合提供了基础，但研究尚未充分展开。现有研究缺少对跨组织人际关系在组织间治理机制中作用的关注，尤其缺少将中国社会中关系（guanxi）作为治理机制的研究。本项目预期贡献如下：（1）从治理机制文化嵌入的角度，通过定性与定量研究探索中国文化情境中人际关系作为治理机制的内涵与维度、驱动因素与作用结果。（2）以角色理论为基础展开多层面研究，一方面从组织间和跨组织人际关系两个层面实证检验渠道成员及其边界人员角色导向作为治理机制前因变量的影响机制；另一方面在企业间、跨组织人际间、组织－边界人员三个层面实证检验角色导向匹配的调节作用。第三，从复合治理的角度实证检验人际关系治理机制与组织间治理机制（规范与契约）间的相互作用关系，及其对治理结果的影响。

渠道治理研究涉及的理论基础多元化，但现有理论大多将渠道成员在渠道关系中的角色默认为单一角色，这为使用角色理论整合现有研究提供了机会。本项目以中国社会文化特点为基础，将角色理论与传统渠道治理理论研究相融合，致力于研究以下三个方面的问题：（1）中国社会中的跨组织人际关系作为一种渠道治理机制对渠道治理结果的影响；（2）渠道成员间角色导向的一致性（匹配）对治理机制选择以及治理结果的影响；（3）渠道边界人员角色导向与其企业角色导向的一致性（内部一致性）以及与渠道伙伴边界人员角色导向的一致性（外部一致性）对治理结果的影响。项目组收集了305个生产制造企业样本、268个制造企业销售经理及其销售业务人员的配对样本，以及217个契约型农产品渠道中的农户样本对研究模型进行了实证检验。研究结果表明跨组织人际关系作为一种渠道治理机制，可以有效抑制渠道投机行为，提升渠道绩效，但其作用机制非常复杂，尤其是在B2B渠道关系中；企业层面角色导向的一致性对渠道治理机制选择以及治理结果均有显著影响；销售业务人员与企业的内部角色导向一致性，以及与分销商边界人员的外部角色导向一致性对销售绩效的影响分别通过管理人员的支持和跨组织人际关系质量来实现，但三方角色导向一致性时的绩效水平最好。研究结果部分弥补了渠道治理理论的不足，丰富与拓展了渠道治理理论。