關(guān)系學習對渠道績效的影響機制研究：基于“學習范式”理論.pdf

1、復(fù)旦大學碩士學位論文關(guān)系學習對渠道績效的影響機制研究：基于“學習范式”理論姓名：許云蓮申請學位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：蔣青云20070521關(guān)系學習對渠道績效的影響機制研究：基于“學習范式”理論AbstractInthecurrentinformationsocietyhowtotransferinformationandcoordinateisveryimportanttomarketingchannel，asetoforg

2、anizationswhichdeliversvaluetoendBSeT$ThisreflectsinterorganizationallearningabilityofthechannelmembersCompared塒thtoday’sdominantchannelmanagementtheo妒一relationshipparadigm’ithebllrgecmng‘learningparadigm”demonstratessig

3、nificantadvantagesinexplainingchannel’SCorecompetitiveadvantagesourceandguidingchannelmanagementpracticeBasedonlearningparadigm，thisresearchfocusesontheimpactofrelationshiplearningbetweenverticalcharmelmembersonchannelpe

4、rformancefromalearningperspectiveToexploringtheinfluencemechanismsofrelationshiplearningthreelearningeffectsareproposedrecognitioneffect，cultureeffectandbehavioreffectTheresearchproposesastructuralequationmodelofrelation

5、shiplearningthreetypesoflearningeffectsandperformanceanddevelopsanempiricalstudytotestthehypothesesTheresultsindicatethatrelationshiplearninghasasignificantpositiveimpactonrecognitioneffectandcultureeffectsignificantlyTh

6、esetwohavesignificantpositiveinfluencesOnbehavioreffect，whichenhancesperformanceThethreetypesoflearningeffectsplayani11disp％sableroleofmediationbetweenrelationshiplearningandperformanceAmongthethreelearningeffects，behavi

7、oreffecthasadirectimpactOHperformanceFurthermorerelationshiplearningisanintegralconstructItarOUSesthelearningeffectsonlywhenintegratingitsthreefactors—communication，adaptationandcooperationKeyword：LearningParadigmRdation