英语翻译The Relative Roles of Product and Relationship (Guanxi) DriversBill MerrileesUNIVERSITY OF NEWCASTLE,AUSTRALIADale MillerUNIVERSITY OF NEWCASTLE,AUSTRALIANot a lot is known about direct selling and especially the newer forms of direct sel

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英语翻译The Relative Roles of Product and Relationship (Guanxi) DriversBill MerrileesUNIVERSITY OF NEWCASTLE,AUSTRALIADale MillerUNIVERSITY OF NEWCASTLE,AUSTRALIANot a lot is known about direct selling and especially the newer forms of direct sel
英语翻译
The Relative Roles of Product and Relationship (Guanxi) Drivers
Bill Merrilees
UNIVERSITY OF NEWCASTLE,AUSTRALIA
Dale Miller
UNIVERSITY OF NEWCASTLE,AUSTRALIA
Not a lot is known about direct selling and especially the newer forms of direct selling,such as multi-level selling and Internet selling.What drives the effectiveness of these systems?The current study takes up one specific aspect of this question by comparing the effectiveness drivers from an Eastern country (China) and a Western country (Australia).Are these drivers different or similar between countries?To operationalize this question,we use a study of direct selling in China by Luk,Fullgrabe,and Yi (1996) as our benchmark.We replicate this study in Australia,making a few minor adaptations and some minor extensions,and we compare the effectiveness drivers in the two countries.The study concludes that in each country both product elements and relationship elements affect direct selling effectiveness,but in relative terms,relationship elements are relatively more important in China.This finding is consistent with other studies comparing Western and Eastern cultures.In China the elements of relationship marketing are more coherent and form a holistic configuration known as guanxi.In Australia there are several separate dimensions (reciprocity,trust,friend-liness,and good personal relationship) of direct selling relationship market-ing.Cultural differences seem to be the main reason for this contrast between the samples from the two countries.J BUSN RES 1999.45.267–273.1999 Elsevier Science Inc.All rights reserved.

英语翻译The Relative Roles of Product and Relationship (Guanxi) DriversBill MerrileesUNIVERSITY OF NEWCASTLE,AUSTRALIADale MillerUNIVERSITY OF NEWCASTLE,AUSTRALIANot a lot is known about direct selling and especially the newer forms of direct sel
产品与关系,哪个更重要
比尔枚瑞里斯
纽卡斯尔大学,澳大利亚
戴尔米勒
纽卡斯尔大学,澳大利亚
关于直销,尤其是直销的新形式如多层次销售和互联网销售,现在人们所知不多.而且什么因素使得直销能够成功呢?此研究正是通过比较西方国家（澳大利亚）与东方国家（中国）在直销影响因素上的异同,对上述问题从一个具体的方面进行分析.那么两国在直销影响因素上是相似还是不同呢?我们借用1996年卢克福尔格瑞德与伊在中国的一项关于直销的研究.并在其基础上做了小的改动或拓展用以在澳大利亚进行测试.由此我们来比较两国在直销的影响因素上的异同.研究表明,产品本身以及人情关系都影响着产品的直销,不论在哪国.但相对而言,在中国关系这个因素则更重要一些.此结果与许多中西方文化比较所得出的结论是一致的.在中国,关系营销网中的各方因素相互协调,形成一张关系网.而在澳大利亚,影响关系营销的因素则相互独立（互惠,信任,友谊,良好的人际关系）.文化的差异似乎是此差异的主要原因.
商务研究杂志,45期,267-273页,爱思唯尔科技公司.
所有权利保留.

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