Title: The Connotation of Guanxi in Contemporary Chinese Marketing Channel: A Global Management Model Construction and Verification
Author: Wu Xiaoqin
Advisor: รศ. ดร.ไชยนันท์ ปัญญาศิริ – Assoc. Prof. Dr. Chaiyanant Panyasiri
Degree: ปรัชญาดุษฎีบัณฑิต สาขาวิชาการจัดการ – Doctor of Philosophy Program in Management
Major: ปร.ด. การจัดการ – Ph.D. in Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: Journal of Infrastructure, Policy and Development, Vol.8 Issue 15, 8382 (2024) Click
Abstract
This study examines the concept of Guanxi within contemporary Chinese marketing channels and develops a global management model grounded in its principles. The research focuses on Guanxi’s instrumental and emotional dimensions and their impact on corporate performance, offering theoretical insights and practical strategies for Chinese firms to leverage relationship management in global competition.
Using a mixed-methods approach, the study synthesizes findings from literature reviews, in-depth interviews, large-scale surveys, and statistical analysis to explore Guanxi’s connotation, formation mechanisms, and influencing factors. The dimensions of Guanxi were refined through expert consultations, resulting in a measurement scale encompassing instrumental and emotional relationships. The reliability and validity of the scale were confirmed through a survey of dealership executives, which revealed the dual effects of Guanxi: the instrumental dimension enhances firm performance by improving dealers’ flexibility. In contrast, the emotional dimension may hinder performance by reducing necessary supervision.
The findings highlight the importance of balancing Guanxi’s dual roles in marketing channel management. Firms should capitalize on the benefits of fostering trust and collaboration while mitigating risks such as decreased flexibility and diminished oversight from over-reliance on relationships. Recommendations include strengthening digital resource integration, enhancing transparency in relationship management, and promoting fairness in internal incentives to optimize Guanxi utilization and improve global competitiveness.
Keywords: Guanxi, marketing channel management, enterprise performance, perceived internal incentive fairness, digital collaboration capabilities
The Connotation of Guanxi in Contemporary Chinese Marketing Channel: A Global Management Model Construction and Verification /
6419200008 – Wu Xiaoqin 2567 (2024) The Connotation of Guanxi in Contemporary Chinese Marketing Channel: A Global Management Model Construction and Verification วิทยานิพนธ์ (Thesis), Advisor: รศ. ดร.ไชยนันท์ ปัญญาศิริ – Assoc. Prof. Dr. Chaiyanant Panyasiri, ปริญญาเอก (Doctorate Degree), บัณฑิตวิทยาลัย (Graduate School), ปรัชญาดุษฎีบัณฑิต สาขาวิชาการจัดการ – Doctor of Philosophy Program in Management, ปร.ด. การจัดการ – Ph.D. in Management, Bangkok: Siam University