CAJ | 학술논문

基于营销渠道中的沟通行为理论、社会学中社会资本理论以及中国文化环境下的关系概念和理论，通过假设检验，探讨了在中国的营销渠道中社会资本与关系导向对企业之间沟通方式与策略的影响．有以下三点主要结论：第一，一个企业的社会资本和关系导向只对该企业使用非正式的沟通方式有正向影响，对该企业使用正式的沟通方式则无显著影响；第二，一个企业使用的沟通方式或策略通常会导致另一方采用相同的沟通方式或策略做回应，不过作为一个例外，一方使用正式沟通方式中的强制性策略不仅会诱发另一方更多地使用正式强制性的沟通策略，也会增加另一方更多地使用非正式的沟通方式；第三，一个企业采用的沟通方式或策略不同，其合作伙伴对双方关系的感受有别，这种差别又会反过来影响合作伙伴对于沟通方式与策略的选择．
기우영소거도중적구통행위이론、사회학중사회자본이론이급중국문화배경하적관계개념화이론，통과가설검험，탐토료재중국적영소거도중사회자본여관계도향대기업지간구통방식여책략적영향．유이하삼점주요결론：제일，일개기업적사회자본화관계도향지대해기업사용비정식적구통방식유정향영향，대해기업사용정식적구통방식칙무현저영향；제이，일개기업사용적구통방식혹책략통상회도치령일방채용상동적구통방식혹책략주회응，불과작위일개예외，일방사용정식구통방식중적강제성책략불부회유발령일방경다지사용정식강제성적구통책략，야회증가령일방경다지사용비정식적구통방식；제삼，일개기업채용적구통방식혹책략불동，기합작화반대쌍방관계적감수유별，저충차별우회반과래영향합작화반대우구통방식여책략적선택．
Based on the concepts and theories of communication in marketing channels, social capital in sociology, and gnanxi in the context of Chinese culture, this paper investigates the impact of social capital and guanxi orientation on modes and strategies of interfirm commutation in the dyads of Chinese marketing channels. It is found that, firstly, a finn＇s social capital and guanxi orientation positively affect the finn＇s uses of informal communication but do not have significant influence on the finn＇ s uses of formal communication. Secondly, a finn＇ s mode or strategy of interfinn commutation would lead its partner to respond in kind, but as an exception, the finn＇s formal and coercive communication strategy not only stimulates its partner more likely to use formal and coercive communication, but also more likely to use informal communication. Thirdly, the variance of a finn＇s commutation modes and strategies would lead to the differences in its partner＇s perception of their dyadic relation, which in turn would have an impact on its partner＇ s choices of commutation modes and strategies. Theoretically, this paper fills a gap in the stream of literature by proposing and testing the impact of social capital and guanxi orientation on modes and strategies of interfinn commutation in marketing channels, and practically, its findings may help the managers to better communicate in Chinese marketing channels.