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中文摘要：
本文研究了在不同的渠道关系持续时间下，制造商的契约与关系规范使用之间的互动作用以及它们对零售商知识转移的影响。结果显示在渠道关系持续时间较短的情况下，契约与关系规范作为互补的手段可以共同促进零售商的知识转移，而在渠道关系持续时间较长的情况下，关系规范和契约是相互替代的，只能强调其中一种控制机制的使用，此时仅关系规范的使用可以促进零售商的知识转移。本文研究解释了以往契约和关系规范互动作用研究产生矛盾结论的原因，为制造商如何使用控制机制来促进零售商知识转移提供了有价值的理论指导。
英文摘要：
In two different durations of channel relationship, the interrelations between manufacturer＇s use of contract and relational norms, and the effects of these control mechanisms on the retailer＇ s knowledge transfer are discussed. The result show： in short- term channel relationship duration, the contract and relational norm function as the complement means, and beth of them have positive effects on retailer＇ s knowledge transfer; in long -term channel relationship duration, these two control mechanisms are exchangeable, while the manufacturer should only emphasizes one of them, and only relational norms have positive effects on retailer＇ s knowledge transfer. The reasons for why prior researches on the interrelations of contract and relational norms had conflict conclusions are explained. It provides valuable theoritical guidance for manufacturer using control mechanisms to promote the knowledge transfer from retailer.
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