如何抑制渠道内冲突向跨渠道冲突转化——基于多渠道营销情境

How to Prevent Intra-Channel Conflicts from Evolving into Cross-Channel Conflicts? —Based on the Multichannel Marketing Context

中文关键词:  多渠道营销  渠道内冲突  跨渠道冲突  渠道协作  环境不确定性

英文关键词:multichannel marketing  intra-channel conflict  cross-channel conflict  channel collaboration  environmental uncertainty

中文摘要:

      跨渠道冲突是困扰企业多渠道营销的关键问题,探索缓解跨渠道冲突的有效途径至关重要。基于复杂适应系统理论,利用2017年和2023年来自制造商的问卷调查数据,探讨了多渠道营销情境下制造商和经销商的渠道内冲突对跨渠道冲突的影响,以及渠道协作(包括共同制定计划和共同解决问题)和环境不确定性的调节作用。结果表明:多渠道营销情境下,渠道内冲突对跨渠道冲突具有正向影响；制造商和经销商共同制定计划、共同解决问题可以削弱上述正向影响,而环境不确定性会增强上述正向影响。因此,企业应高度重视渠道内冲突的不利影响,通过加强渠道协作来抑制渠道内冲突向跨渠道冲突转化,同时关注外部环境因素对两种冲突之间转化关系的影响,以防止渠道内冲突向跨渠道冲突演变。

英文摘要:

      Cross-channel conflicts represent a significant challenge for firms engaged in multichannel marketing, making it essential to investigate effective strategies for mitigating these conflicts. Drawing on survey data from manufacturers collected in 2017 and 2023, this study examines the impact of intra-channel conflicts between manufacturers and distributors on cross-channel conflicts within the multichannel marketing context, as well as the moderating roles of channel collaboration (including joint planning and problem-solving) and environmental uncertainty. The findings indicate that within the multichannel marketing context, intra-channel conflicts positively influence cross-channel conflicts; however, joint planning and problem-solving by manufacturers and distributors can mitigate this positive effect, whereas environmental uncertainty tends to exacerbate it. Therefore, managers should prioritize addressing the adverse effects of intra-channel conflicts, enhance channel collaboration, and consider the impact of external environmental factors on the relationship between the two types of conflicts to prevent intra-channel conflicts from evolving into cross-channel conflicts. 