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中文摘要：
基于关系营销理论及渠道行为理论,以中国营销渠道中制造商与经销商之间的关系为研究对象,检验了制造商的关系营销导向（RMO）、企业间的私人关系状态和组织间关系之间的互动以及它们对关系型治理的影响.研究发现,在中国营销渠道中,①RMO的强弱对企业与其渠道伙伴共同制订计划没有影响,但会通过企业与其渠道伙伴的私人关系状态和组织间关系状态的中介作用对共同解决问题产生正向影响;②RMO对私人关系和组织间关系均存在显著正向影响,私人关系对RMO与组织间关系产生中介作用;③私人关系和组织间关系会对关系型渠道治理的共同解决问题有显著正向影响,私人关系对组织间关系与关系型治理机制有中介作用;④关系型治理无法抑制投机行为.
英文摘要：
Based on the theory of relationship marketing and marketing channel behavior,this paper empirically tests the interplay mechanism among manufacturers＇ relationship marketing orientation（RMO）,interpersonal guanxi（IPG） and inter-organizational relationship（IOR） and their effects on relationship governance（RG） in China Marketing channel.It comes to the following conclusions：manufacturers＇ RMO has no direct positive effect on joint planning,but has an indirect positive effect on joint solving problems through IPG and IOR; RMO has significant impact on IPG and IORs,while IPR plays a mediator role between RMO and IOR; IPG and IOR has effect on RG,while IPG plays a mediator role between IOR and RG,and they have significant positive effect on Joint solving problem but no effects on joint planging; RG can not restrain the opportunist behavior.
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