制造商数字化与经销商参与如何影响渠道治理机制？

摘要/Abstract

摘要： 在数字技术蓬勃发展的数字经济与复杂多变的商业环境双重影响下,制造企业的渠道治理机制发生了新的变化。本文以渠道治理理论和资源编排理论为理论基础,基于数字化研究前沿与企业间价值共创视角,探讨制造商数字化和经销商参与对渠道治理机制以及渠道合作绩效的影响。本文以制造商与经销商的合作关系为研究情境,从制造商角度收集287份有效数据,应用多种统计方法分析数据并检验假设。研究结果发现:第一,制造商数字化既能强化合同治理,也能强化关系治理;第二,经销商参与既能强化合同治理,也能强化关系治理;第三,制造商数字化与经销商参与对于合同治理起到负向的交互作用,而对于关系治理的交互作用不显著。此外,通过事后检验发现,合同治理与关系治理在制造商数字化、经销商参与和渠道合作绩效之间起中介作用。研究结论为数字化转型与经销商参与情境下的渠道关系管理提供了重要启示。

关键词: 制造商数字化, 经销商参与, 合同治理, 关系治理, 渠道合作绩效

Abstract: Under the dual influence of digital economy and the complex business environment, manufacturers' channel governance mechanism has undergone new changes. Based on the theories of channel governance and resource orchestration, and from the perspectives of digital research frontier and B2B value co-creation, this paper explores the impact of manufacturer digitalization and distributor participation on channel governance and channel cooperative performance. This paper takes the cooperative relationship between manufacturers and distributors as the research context, 287 valid data were collected from manufacturers, and various statistical methods were used to analyze the data and test the hypotheses. The results show that, firstly, manufacturer digitalization has positive effects on contract governance and relationship governance; secondly, distributor participation has positive effects on contract governance and relationship governance too; and thirdly, manufacturer digitalization and distributor participation have negative interaction effects on contract governance, while the interaction effect on relationship governance is not significant. In addition, through post-hoc tests, it is found that contract governance and relationship governance play a positive mediating role between the relations of manufacturer digitalization, distributor participation and channel cooperative performance. The research results provide important insights for channel relationship management in the context of digital transformation and distributor participation.

Key words: Manufacturer Digitalization, Distributor Participation, Contract Governance, Relationship Governance, Channel Cooperative Performance

中图分类号:

F713.50

何勇, 庄贵军, 丰超. 制造商数字化与经销商参与如何影响渠道治理机制？[J]. 财经论丛, 2026, 42(4): 103-113.

HE Yong, ZHUANG Guijun, FENG Chao. How Do Manufacturer Digitalization and Distributor Participation Influence Channel Governance Mechanism?[J]. Collected Essays on Finance and Economics, 2026, 42(4): 103-113.

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