机构地区: 华中农业大学经济管理学院
出 处: 《营销科学学报(辑刊)》 2009年第4期105-114,共10页
摘 要: 本文利用结构方程模型对影响农产品纵向渠道长期协作关系的非正式约束进行研究。研究结果表明:对建立农产品纵向渠道长期协作关系最重要的因素是价值共享;其次是信任、承诺和沟通;在纵向渠道协作过程中,成员的适应性也对其产生一定的影响。然而,中国农产品营销渠道的欠多数成员并没有意识到这些因素的重要性。 Using the Structural Equation Modeling,the paper studys on the informal rules of the long term coordination relationships about agri-product vertical channel. The studying results indicate that, the most important factor to building the satisfaction and the long-term coordination relationships for agri-product vertical channel is shared values; the second important factors are trust,commitment and communication; in the vertical coordination relationships of agri- product vertical channel; the partner's adaptability also effects the satisfaction and the relationships. However, in the agri-product vertical channel of China,most of partners don't realise the importance of these factors.
关 键 词: 农产品 纵向渠道 长期协作关系 非正式约束 结构方程模型
领 域: [经济管理]