Abstract
The development of digital economy and digital marketing has promoted channel differentiation and omni-channel marketing. It has gradually become the norm for consumers to use multiple channels to buy products and services at the same time. More and more enterprises begin to add new channels on the basis of traditional channels. However, the independent operation between new channels and traditional channels leads to the lack of information exchange between channels, resulting in the cannibalization in channels. In order to solve this problem, enterprises began to try to change the channel mode and integrate different channels to curb the negative impact of multiple channels operating alone. Therefore, cross-channel integration has attracted more and more attention. For enterprises, the efficient implementation of cross-channel integration strategy can not only bring economic benefits, but also improve consumers' loyalty to the brand to a certain extent. Therefore, from the perspective of the enterprise itself, this thesis studied which factors will affect cross-channel integration.
Based on social network theory and composition-based view, from the perspective of manufacturers, we examined the influence of network location and compositional capability on cross-channel integration, its mechanism and the moderating effect of co-opetition balance. In addition, this thesis extracted the moderating variable of co-opetition balance from the previous research results of cooperation-competition theory to constructed the conceptual model of this thesis. This thesis took manufacturers which implementing cross-channel integration strategy as the research object, obtained 213 questionnaires. By using SPSS25.0 to carry out empirical research on the questionnaire, the following conclusions are drawn:
(1) Manufacturer's network location (centrality and structure hole) positively affects cross-channel integration It is found that network location is an important antecedent variable to improve the level of cross-channel integration of manufacturers. If an enterprise can occupy a good network position, it will be able to achieve core competitiveness and competitive advantage in information integration, knowledge acquisition, resource management and other aspects. Therefore, the network position of an enterprise can determine the number and centrality of resources that an organization can own. The richer the structure hole position, the easier it is for an enterprise to obtain information among various channels, including high-value hidden information and resources needed to judge the future market trend, thus improving the ability of cross-channel integration.
(2) Manufacturers’ compositional capabilities (named resource bricolage capability, IT capability, managerial ability and digital intelligence capability) positively affect cross-channel integration. Based on the perspective of composition-based theory, it is found that compositional capability is also an important variable to improve the level of cross-channel integration of manufacturers. Using the theory of composition-based theory to explore the influencing factors of cross-channel integration of enterprises is more characteristic and representative of China, which can better interpret the path of cross-channel integration strategy of Chinese enterprises with common resources based on oriental cultural background. It enriches the application of this theory in empirical research of marketing channels.
(3) Compositional capabilities play mediating roles between network location and cross-channel integration. High level of network centrality and abundant structural holes can help enterprises to improve their compositional capabilities and improve the level of cross-channel integration. High-level network location can enable enterprises with high resources to search for their own resources and capabilities more conveniently and quickly. At the same time, in order to ensure the efficient use of resources, enterprises also tend to rapidly improve their own capabilities to achieve efficient use of resources.
(4) The co-operation balance positively moderates the relationship between compositional capabilities (resource bricolage capability, IT capability and digital intelligence capability) and cross-channel integration, but it has no significant regulating effect on the relationship between managerial ability and cross-channel integration. When co-operation balance between channels is reached, enterprises with compositional capabilities can add the external key resources between channels to the existing resources in a more timely manner for rapid utilization and reconstruction, and put new resources and capabilities into the production and service of enterprises to create their unique competitive advantages and improve the level of cross-channel integration. However, no matter whether the competition and cooperation among channels are balanced or not, there is no significant difference in the effect of managerial ability on cross-channel integration.
This thesis is based on social network theory, composition-based view and competition and cooperation theory. According to the current situation of manufacturers in China, we discussed the influence of network location and compositional capability on cross-channel integration and its mechanism, and the moderating effect of co-opetition balance. We hope this study can provide some management suggestions for related enterprises and organizations.
数字经济和数字化营销的发展促进了渠道分化和全渠道营销，消费者同时使用多种渠道购买产品和服务已逐渐成为常态，越来越多的企业开始在传统渠道基础上增加新的渠道。但是新增渠道与传统渠道间独立运营导致渠道之间缺乏交流和沟通，使渠道间发生蚕食效应。为了解决这一问题，企业开始试图改变渠道模式，跨渠道进行整合来抑制多条渠道单独运营产生的负面影响，跨渠道整合也因此越来越受到关注。对于企业而言，高效地实施跨渠道整合战略不仅可以带来经济效益，还能在一定程度上提高消费者对品牌的忠诚度。因此，本研究立足于企业自身视角，对哪些因素会影响跨渠道整合进行研究。
本研究立足于社会网络理论和复合基础观视角，基于“资源—能力—成长”的分析范式，研究了制造商视角下网络位置和复合式能力对跨渠道整合的影响和作用机制。此外，本研究还从竞合理论以往的研究结论中总结竞合平衡这一调节变量，以此构建概念模型。本论文以实行跨渠道整合的制造商作为研究对象，获得213份问卷调查数据。通过运用SPSS 25.0对调查问卷进行实证研究，得出如下结论：
（1）制造商的网络位置（中心度和结构洞）正向影响跨渠道整合。研究发现网络位置是提升制造商跨渠道整合水平的重要前因变量。如果企业可以占据良好的网络位置，那么企业就能获得核心竞争力，并且能在信息整合、知识获取、资源管理等各个方面取得较好的竞争优势，因此企业网络位置能决定组织所能拥有资源的数量与质量，中心度高、结构洞位置占据得越丰富的企业更容易获取各个渠道间的信息，包括判断未来市场走向所需要的高价值隐性信息和资源，由此提升跨渠道整合能力。
（2）制造商的复合式能力（资源拼凑能力、IT能力、管理者能力、数智化能力）正向影响跨渠道整合。基于复合基础观视角，发现复合式能力也是提升制造商跨渠道整合水平的重要变量，用复合基础观理论来探究企业跨渠道整合的影响因素，更加具有中国本土特色和代表性，能够更好地诠释基于东方文化背景的拥有普通资源的中国企业进行跨渠道整合战略的发展路径，丰富了该理论在营销渠道实证研究中的运用。
（3）复合式能力在网络位置和跨渠道整合中起到了中介作用。企业拥有高水平的网络中心度和丰富的结构洞有助于提高其复合式能力，进而提高跨渠道整合水平。高水平的网络位置可以使企业得到高质量的资源，企业可以更加方便和快捷地搜寻自身需要的资源和能力，满足自身需要；同时，为了确保资源的高效利用，企业也会倾向于迅速提高自身能力来实现资源的高效利用。
（4）竞合平衡正向调节复合式能力（资源拼凑能力、IT能力、数智化能力）与跨渠道整合的关系，但是对管理者能力与跨渠道整合关系的调节作用不显著。当渠道间达到竞合平衡时，具备复合式能力的企业，能够更加及时地获得渠道间的外部关键资源，将其加入现有资源中进行快速的利用、重构；并将新的资源和能力集合体投入到企业的生产与服务中去，创造其独特的竞争优势，提高跨渠道整合水平。但是，不论各渠道竞合关系是否平衡，管理者对跨渠道整合的影响不会产生显著作用。
本论文以社会网络理论、复合基础观和竞合理论作为理论基础，结合中国制造商目前现状探讨网络位置和复合式能力对跨渠道整合的影响及其作用机制，以及竞合平衡在其中的调节作用，期望这以研究能够为相关的企业和组织提供一定的管理建议。