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1、 I摘摘 要要 承诺是双方交易的核心基础，影响和决定着公司间交易行为，是公司间保持良好的持续性合作关系的本质，它被国外学者公认为是关系交换问题研究的一个重要方面。本文系统深入地研究了影响中国分销商对制造商关系承诺的主要因素、 承诺模型及承诺综合评价方法，为公司间建立长期合作关系，进而实现战略联盟提供了重要思路及方法。 论文主要分为理论分析和实证研究两部分。理论分析部分综合了国外相关文献，研究了分销商对制造商承诺的各种动机及影响因素，从制造商的视角，提出了影响中国分销商关系承诺的主要因素及其研究假设，并构建了分销商关系承诺的初始模型。在此基础上，运用综合评价的相关理论和方法，提出了八种承诺综合评
2、价的方案。实证研究主要通过对企业和专家访谈、调查问卷等方式对所提出的研究假设、初始模型进行验证，以确定影响中国分销商关系承诺的主要因素，并对初始结构模型进行修正，从而揭示分销商对制造商关系承诺的机理。另外以汽车行业为背景，建立了分销商对制造商关系承诺的综合评价体系，探讨了如何更科学有效地综合评价分销商关系承诺问题。主要研究工作及结论体现在以下方面： （1）确定影响中国分销商关系承诺的主要因素。以社会交换理论、关系营销中的承诺理论、资源依赖理论、转移成本理论、交换理论以及环境不确定性论述等理论为分析基础，分析和整理了相关关系承诺研究的文献，初步得出影响分销商关系承诺的主要因素为：信任、依赖、强制
3、和非强制权力、沟通、连续性、专用资产投资和产品适销性等。利用统计分析方法对 220 个有效样本进行信度、效度检验，最后通过相关性分析确定了影响中国分销商关系承诺的主要因素为信任、依赖、强制和非强制权力、沟通、专用资产投资、产品适销性和产品易销性。 （2）构建中国分销商关系承诺模型。依据分销商关系承诺的主要影响因素，提出了承诺与影响因素关系的研究假设， 并构建了分销商关系承诺的初始模型。 以工程机械、汽车、农药、制药及医疗器械、钢铁等行业作为实证研究背景，运用 SPSS10.0 等统计软件进行统计分析，以探讨实证数据对研究假设及初始模型的支持度，并对初始模型进II行修正，将产品适销性因素裂变为产
4、品适销性及产品易销性两个指标，同时对描述指标的相应条目也进行修正。 （3）建立中国分销商关系承诺综合评价体系，提出了较为科学有效的承诺综合评价方法。以中国汽车行业部分分销商为实证背景，运用综合评价理论与方法，依据承诺结构模型的特点，选择了非线性加权综合法和主成分分析法作为综合评价模型，采用基于“差异驱动”原理的赋权法，提出了八种评价方案，最终确定主成分分析法为中国分销商关系承诺综合评价的较好方案。 关键词关键词：关系交换 关系承诺 承诺模型 制造商与分销商 综合评价 知识水坝damdocdamdoc为您倾心整理(小店)(QQ2218108823)IIIAbstract Commitment i
5、s a crucial basis of business exchange, which influences and determines the interfirm exchange behaviors. It is the essence for firms to maintain a persistent business relationship. Many overseas scholars have viewed commitment as an important facet of relationship exchange research. The determinant
6、s of distributors relationship commitments, commitment model and the comprehensive evaluation method are mainly investigated, which provides enterprises a sound method on how to build long-term business relationship to implement strategy alliance. This paper is mainly divided into two parts: theory
7、analysis and empirical research. The theory analysis part has synthesized relevant literatures, and studied various kinds of motives and influence factors of distributor-manufacturer commitment. The main factors and research hypothses that influence Chinese distributors relationship commitments have
8、 been put forward from the manufacturers angle of view, and the preliminary model of distributors relationship commitment has also been constructed. Then, 8 kinds of comprehensive evaluation schemes for commitment are proposed. The empirical part mainly examines the research hypotheses and commitmen
9、t models by the means of enterpriser and expert interviews together with questionnaires. From the results of empirical research, the model is then revised to disclose the real commitment mechanism of distributors to manufacturers. Besides, the suitable comprehensive evaluation system of relationship
10、 commitment is built basing on automobile industry，so that disturbers relationship commitment can be evaluated more scientifically and more effectively. The detailed research work and conclusions are as follows: (1) Determine the main factors influencing the Chinese distributors relationship commitm
11、ent. The theories of social exchange, relationship marketing, resource dependence, transfer cost, and environment uncertainty in marketing field are taken as analysis bases. By analyzing and synthesizing the related literatures, it comes to the elementary conclusion that the determinants of distribu
12、tors relationship commitments are: trust, dependence, coercive 知识水坝damdocdamdoc为您倾心整理(小店)(QQ2218108823)IVpower, non-coercive power, communications, continuity, idiosyncratic investment, and product salability. The reliability and validity of 220 valid samples is tested by using statistical analyzing
13、 tools. Then, after purifying the 8 determinants clauses by CITC testing, doing the factor analyses and sample inadequacy testing, and analyzing the relativity of commitment and its 8 determinants, the final determinants are then revised as: trust, dependence, coercive power, non-coercive power, com
14、munications, idiosyncratic investment, product salability and ease of sales. (2) Construct the Chinese distributors relationship commitment model. Based on the analysis of the determinants of distributors relationship commitment, several research hypotheses are suggested and a preliminary commitment
15、 model is built. The industries of engineering mechanism, automobile, pesticide, pharmacy, medical equipment, and steel are the empirical research background. Statistical analyses are finished by using SPSS10.0 to test the supporting degree of empirical evidence to original research hypotheses and c
16、ommitment model. Based on that, the commitment model is modified, and finally, the element “product salability” is split into two indexes of “product salability” and “ease of sale”, and the items to describe every determinant are also checked and revised. (3) Build a comprehensive evaluation system of Chinese distributor relationship commitment, and advance a method to evaluate the commitment level scientifically and effectively. The Chinese a
