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营销渠道对于企业有着重要的战略意义,如何加强渠道的管理与控制是每个企业都非常关心的问题。而IT的快速发展与广泛应用,给企业提高渠道管理与控制水平带来新的契机。本文基于RBV理论提出了一个研究框架,借此来分析企业IT能力对其渠道控制机制的影响及其结果。根据该框架,IT能力会影响企业权力机制、关系机制以及合同机制的使用效果,从而影响渠道满意、分销商投机行为、渠道利润等绩效因素。最后,根据该研究框架展望了今后的研究方向。
Marketing channels for the company has an important strategic significance, how to strengthen the management and control of the channel is every business are very concerned about the issue. The rapid development and extensive application of IT have brought new opportunities for enterprises to improve channel management and control. This paper presents a research framework based on RBV theory to analyze the impact of enterprise IT capabilities on its channel control mechanism and its results. According to this framework, IT capabilities will affect the effectiveness of the enterprise’s power mechanism, the relationship mechanism, and the contractual mechanisms, thereby affecting performance factors such as channel satisfaction, distributor speculation and channel profits. Finally, based on the research framework, the future research direction is prospected.