跨组织视角下的营销渠道治理：制度环境的影响跨组织视角下的营销渠道治理：制度环境的影响［Abstract］Researchesonmarketingchannelsconstituteanimportantpartofmarketingresearch.Withthechangeofthecompetitivesituationsinthemarketsandthedevelopmentofthemarketingtheories，thefocusofthemarketingchannelsresearchchangedfromemphasizingonefficiencyandbenefitstopowerandconflicts，andthentorelationshipandallianceaswellasnetworking.Mostofthepreviousmarketingchannelstudieshaveappliedanefficiency-basedtaskenvironmentperspectiveandlargelyoverlookedalegitimacy-basedinstitutionalenvironmentapproachinstudyingtheprocessofchannelgovernance.Inthepaper，Iproposethatmarketingchannelisakindofinstitutionalarrangementandinter-organizationalrelationshipinthenature.Socompaniesmustpayattentiontothedegreeofacceptanceandagreementoftheirdecisionsandbehaviorswhentheyaregoverningmarketingchannels.Thepaperfirstreviewsprevioustheoriesandstudiesonmarketingchannelgovernanceandinter-organizationalrelationships.Theauthorabsorbsvaluableideasfromthemandproposesatheoreticalframeworkandsomepropositions，andexplainsandteststheframeworkandthepropositionsthroughtwocasestudies.［摘要］营销渠道研究是营销研究的一个重要组成部分。随着市场中竞争性环境的变化以及营销理论的发展，营销渠道研究的关注点从强调效率和利益转向强调权力和冲突，进而转向联网以及关系和联盟。在研究渠道治理过程方面，以往的营销渠道研究大多采用以效率为基础的任务环境视角，而在很大程度上忽视了以合理性为基础的制度环境方法。本文提出，营销渠道从本质上说是一种制度安排和跨组织关系。因此，企业在治理营销渠道时，必须关注其决策和行为的接受度与认可度。本文先是回顾了营销渠道治理和跨组织关系方面的理论与研究，进而从中吸收有价值的观点，提出了理论框架和一些命题，并通过两则案例研究进行解释和检验。［Keywords］MarketingChannels;Inter-OrganizationalPower；TheInstitutionalEnvironment［关键词］营销渠道；跨组织能力；制度环境［中图分类号］F712［文献标识码］A［文章编号］1005-6432（2014）5-0008-101INTRODUCTIONWilkinson(2001)dividesstudiesaboutmarketingchannelsintothreestages：channelstructures，channel---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---behaviors，andchannelrelationships.Inthefirststage，researcherstriedtofindoutwaysofoptimizingtheefficienciesandbenefitsofmanagingmarketingchannels.Inthesecondstage，researcherstriedtounveilthepowerandconflictbetweenchannelmembers.Inthethirdstage，researcherstriedtofindoutwaysofreducingoreliminatingopportunisticbehaviorsthroughmutualcommitmentandhonest.Actually，somescholarshadbeguntostudymarketingchannelsfromtheperspectiveofnetworkgovernance.Inmostofthesestudies，manyscholarshaveusedthepoliticaleconomyframework(Achrol，ReveandStern，1983；Frazier，1999；Hutt，MokwaandShapiro，1986，SternandReve，1980).Scholarsimplicitlyhaveascribedactivechoicebehaviortochannelmemberswhilestressingefficiencyingoverningchannelrelationships.Theyhaveconsideredtheimplicationsofenvironmentaluncertaintyordependenceonenvironmentalresourcesfordyadicchannelrelationships(suchasconflictsandcooperation，Dwyer，SchurrandOh，1987)，powerbalances(suchaspower-dependencerelationships，Frazier，1983)，andrelationshipswithentitiesoutsidethedyads(suchasregulatorsandotheractors，Dutta，HeideandBergen，1999)fromtraditionaleconomicefficiencyperspectives.Intheprocess，scholarshavelargelyoverlookedtheubiquitousinfluencesoftheinstitutionalenvironmentsandhow...