中文摘要：

营销渠道对于企业有着重要的战略意义,如何加强渠道的管理与控制是每个企业都非常关心的问题。而IT的快速发展与广泛应用,给企业提高渠道管理与控制水平带来新的契机。本文基于RBV理论提出了一个研究框架,借此来分析企业IT能力对其渠道控制机制的影响及其结果。根据该框架,IT能力会影响企业权力机制、关系机制以及合同机制的使用效果,从而影响渠道满意、分销商投机行为、渠道利润等绩效因素。最后,根据该研究框架展望了今后的研究方向。

英文摘要：

Marketing channels are crucial and strategic assets to a firm.A better channel performance will improve a firm’s performance and bring it with competitive advantage.The widely application of information technology (IT) offers firms a new path to enhance their marketing channel management.This study develops a conceptual framework illustrating the impact of IT capabilities on the marketing channel management and control based on RBV.It suggests that a firm’s IT capabilities will affect its uses of channel power mechanism, guanxi mechanism and contract mechanism,which in turn will influence its channel satisfaction,its partners’opportunism,channel profit.The paper ends with a discussion on future research questions and agenda implied by the framework.