Multi-Case Study On The Dynamic Evolution Of Factors Affecting Knowledge Transfer In Marketing Channels Of Regional Food Enterprise

The continuous development of the market economy has brought more intense market competition,and the competition and cooperation between members of the marketing channel have become more complicated.The “trade-oriented” in the marketing channel has continuously transitioned to “relationship-oriented”,and knowledge as a channel relationship lubricant can be effectively transferred in the channel in a certain extent to determine the development direction of the channel relationship.On the other hand,the effective transfer of knowledge in the marketing channel can rapidly expand the knowledge stock of the channel partners,so that the channel alliance learning speed is faster than the competitor's imitation speed,and effectively improve channel performance.Therefore,in the constant changes of the market environment,the member of marketing channel through knowledge transfer,rapid acquisition and application of knowledge has become an indispensable task to shape the competitive advantage of the market.Recently,scholars are underway lots of researches on knowledge transfer issues,many of them have researched on the factors affecting knowledge transfer.However,there are few studies on the specific knowledge carrier of marketing channels,which makes the factors that influence the channel transfer and channel characteristics on the knowledge transfer of marketing channels are rarely paid attention to.There are also few related researches by means of case study methods,and the research methods are relatively simple.Most of the research is still at the stage of finding the influencing factors,and there is no further evolution analysis.This thesis takes three regional food enterprise and their distributors as the research object,and uses the standardized case study method to analyze the influence mechanism of channel knowledge transfer in different life stages of marketing channel relationship.First of all,this thesis reviews and sorts out the existing research literature on marketing channel knowledge transfer and its influencing factors,and proposes the research framework of this study.Secondly,according to the case study paradigm,select representative and typical case samples,and use qualitative data analysis method,the existing factors,co-occurrence analysis and evolution analysis of the factors affecting the channel knowledge transfer in the different life stages of marketing channel relationships are carried out one by one.Finally,the influence mechanism affecting the knowledge transfer of marketing channels of regional food enterprises is obtained.There are three theoretical findings in this study.Firstly,there are obvious differences in the point what influence the knowledge transfer of marketing channels of regional food enterprises,including the five dimensions of sending ability factors,receiving ability factors,knowledge characteristics factors,channel relationship factors and channel characteristics factors.Secondly,there are significant differences in the effects of knowledge transfer on the marketing channels of regional food enterprises in the different life stages of channel relationships.The sending ability factor is the dominant influencing factor in the channel relationship investigation period.The knowledge characteristics are the dominant factors in the channel relationship formation period.The receiving ability factor and the channel relationship factor are the dominant factors of the channel relationship stability period and degeneration period respectively.Thirdly,the factors which affecting knowledge transfer procedure in marketing channels for regional food enterprises have an impact on channel relationships and channel performance by affecting the efficiency of channel knowledge transfer.