文档介绍：山西财经大学
硕士学位论文
经销商渠道关系质量评价实证研究--以山西服装经销商为例
姓名:常淑红
申请学位级别:硕士
专业:企业管理
指导教师:邰苎
2008-09-28
摘要

渠道关系中供应商与经销商之间的关系质量状况直接影响供应链上各企业
乃至整个渠道的竞争优势,对渠道关系链上的各主体关系质量进行深入研究已
成为学术界研究的焦点。本文从服装经销商的视角,通过文献综述并结合中国
服装业营销实践提出了中国本土文化背景下渠道关系质量的模糊评价模型,为
渠道中供应商与经销商更好地处理和改善双方渠道关系提出了若干建议。
渠道中有诸多因素共同影响和作用于经销商与供应商的关系质量,本研究
在对相关文献进行回顾梳理的基础上,总结出关系质量的三个核心维度:关系
满意度、信任与关系承诺,在此基础上进一步对各因素进行了细分,提出了渠
道关系质量的评价指标体系。在对山西部分服装经销商通过抽样调查与实地访
谈收集评价有关资料的基础上,运用模糊评价模型对问卷进行了结果分析,得
出了评价结论:总体来看,山西服装经销商对与主供应商之间的关系质量状况
基本满意。
【关键词】关系质量营销渠道评价模型经销商供应商
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Abstract
The relationship quality between suppliers and dealers ,directly influence petitive
advantage of every enterprise in the supply chain and even the whole channel. Deep research on
relationship quality about each body in the chains has e the focus of the academy. From the
perspective of garment dealer, this article ,through theories bining with garment marketing
practice , proposes a fuzzy evaluation model on the channel relationship quality under Chinese local
culture background. And the model make mendations on how to corporate and improve
each other’s relationship between suppliers and dealers in channel.
A variety of factors, together,influence the relationship quality between suppliers and dealers.
Having finished the literature review ,this article summarizes three core dimensions: relationship
satisfaction, mutual trust, mitment; which, furthermore, are divided and hence
form the evaluation index system about channel relationship quality. The author collected data and
information through sample survey and interviews with some of Shanxi garment dealers, by
applying fuzzy evaluation model ,a conclusion is ing clear: overall, Shanxi garment dealers
are satisfied with the relationship quality with their main suppliers.

【Key Words】marketing channel relationship quality evaluation mode
dealers suppliers
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山西财经大学
学位论文原创性声明

本人郑重声明:所呈交的学位论文,是本人在导师的指导下,独立进行研
究工作所取得的成果。除文中已经注明引用