本文選題：協(xié)作性溝通 + 溝通質(zhì)量　； 參考：《大連理工大學》2015年碩士論文

【摘要】：無論是市場營銷研究者還是實踐者都十分重視渠道溝通在渠道關(guān)系建設(shè)中的重要作用。渠道溝通在營銷渠道運作過程中起著工具和載體的作用,對于合作伙伴來說,掌握渠道溝通的各個方面和維度,關(guān)注渠道溝通中的行為問題,提升渠道整體的溝通質(zhì)量將有利于渠道的整體運作和企業(yè)績效的提升。雖然學術(shù)界和實踐界都已經(jīng)認識到了渠道溝通對企業(yè)績效和關(guān)系發(fā)展上的重要作用,但是對如何開展有效的組織間溝通以及對渠道溝通如何影響企業(yè)績效的作用機理仍然不十分清晰。而且,隨著企業(yè)業(yè)務(wù)的多樣性不斷發(fā)展,組織客戶也來自于不同文化背景,組織文化對渠道溝通行為會產(chǎn)生怎樣的影響呢?目前來看將組織文化與渠道溝通綜合起來進行研究的少之又少。因此,本文從渠道溝通理論和文化理論入手,提出組織間協(xié)作性溝通的文化權(quán)變模型。本文的研究對象是提供外包服務(wù)的服務(wù)外包提供商,通過現(xiàn)有的溝通理論,對渠道溝通進行分類和維度劃分,提出了由高頻率、雙向性、正式性和非強制性內(nèi)容4個維度構(gòu)成的二階構(gòu)念“協(xié)作性溝通”；然后通過理論回顧尋找協(xié)作性溝通影響企業(yè)績效的中間變量,發(fā)現(xiàn)溝通質(zhì)量對企業(yè)績效有明顯的作用,并且不確定性規(guī)避和權(quán)力距離對協(xié)作性溝通與溝通質(zhì)量二者間的關(guān)系會產(chǎn)生調(diào)節(jié)作用,在假設(shè)推導(dǎo)的基礎(chǔ)上通過實證研究對模型進行了驗證。本文的研究結(jié)論：(1)營銷渠道中,外包服務(wù)提供商的協(xié)作性溝通正向影響溝通質(zhì)量；(2)渠道溝通質(zhì)量會對企業(yè)績效產(chǎn)生正向作用,溝通質(zhì)量是協(xié)作性溝通與企業(yè)績效的中間變量；(3)渠道溝通過程中,不確定性規(guī)避會增強協(xié)作性溝通與溝通質(zhì)量的正向關(guān)系,即當不確定性規(guī)避程度較高時,將會增強協(xié)作性溝通對溝通質(zhì)量的正向影響；(4)權(quán)力距離會減弱協(xié)作性溝通與溝通質(zhì)量的正向關(guān)系,即當權(quán)力距離程度較高時,將會削弱協(xié)作性溝通對溝通質(zhì)量的正向影響。本文創(chuàng)新點：分析了營銷渠道中協(xié)作性溝通對企業(yè)績效的影響機理；在組織間情境中探索了文化變量對協(xié)作性溝通和溝通質(zhì)量之間的調(diào)節(jié)作用,豐富了文化對溝通行為和效果的理論研究,為企業(yè)管理者提供了優(yōu)化渠道溝通體系的方向。
[Abstract]:Both marketing researchers and practitioners attach great importance to the important role of channel communication in the channel relationship construction.Channel communication plays a role as a tool and carrier in the process of marketing channel operation. For partners, we should master all aspects and dimensions of channel communication and pay attention to the behavior problems in channel communication.Improving the overall communication quality of the channel will be conducive to the overall operation of the channel and the improvement of enterprise performance.Although the academic and practical communities have recognized the important role of channel communication in enterprise performance and relationship development,However, the mechanism of how to carry out effective inter-organizational communication and how channel communication affects enterprise performance is still unclear.Moreover, with the continuous development of business diversity, organizational customers also come from different cultural backgrounds, how will organizational culture affect channel communication behavior?At present, the organizational culture and channel communication are rarely studied.Therefore, based on the theory of channel communication and cultural theory, this paper puts forward the cultural contingency model of inter-organization cooperative communication.The research object of this paper is the service outsourcing provider which provides outsourced services. Through the existing communication theory, the channel communication is classified and dimensionally divided, and proposed by the high frequency, bidirectional,The second order structure of "cooperative communication" is composed of formal and non-mandatory content, and then through theoretical review to find out the intermediate variables of collaborative communication that affect enterprise performance, it is found that communication quality has a significant effect on corporate performance.And uncertainty avoidance and power distance will regulate the relationship between cooperative communication and communication quality. The model is verified by empirical research on the basis of hypothesis derivation.In the marketing channel, the cooperative communication of the outsourcing service provider positively affects the communication quality. (2) the channel communication quality will have a positive effect on the enterprise performance.Communication quality is the intermediate variable of cooperative communication and enterprise performance. In the process of communication, uncertainty evading will enhance the positive relationship between collaborative communication and communication quality, that is, when the degree of uncertainty evasion is high,Power distance will weaken the positive relationship between cooperative communication and communication quality, that is, when the power distance is high, it will weaken the positive influence of cooperative communication on communication quality.This paper analyzes the influence mechanism of cooperative communication on enterprise performance in marketing channels, explores the role of cultural variables in regulating cooperative communication and communication quality in inter-organizational context.It enriches the theoretical research on communication behavior and effect of culture, and provides the direction of optimizing channel communication system for enterprise managers.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274

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本文編號：1742065