經銷商數字化程度對供應商溝通策略與渠道績效的影響研究

Abstract

With the rapid development of digital technology, an increasing number of enterprises have begun to apply digital tools to channel management. The application of digital technology has not only transformed traditional communication methods but also provided businesses with more efficient tools for data collection, analysis, and decision-making support. Particularly in the medical device distribution sector, the widespread adoption of digital systems is reshaping traditional channel communication methods and performance outcomes. The medical device distribution field is characterized by high specialization and stringent regulatory requirements, demanding exceptional accuracy, timeliness, and traceability of information. Traditional communication methods often struggle to meet these demands. The introduction of digital technologies, such as Electronic Data Interchange (EDI) systems, Enterprise Resource Planning (ERP) systems, and Customer Relationship Management (CRM) systems, enables enterprises to achieve real-time information sharing with suppliers, distributors, and customers, thereby enhancing supply chain transparency and responsiveness. Additionally, digital technologies allow enterprises to optimize inventory management, predict market demand, and improve customer service levels through big data analytics and artificial intelligence. These technological applications not only improve communication efficiency but also create new competitive advantages for businesses.

However, despite the increasing prevalence of digital technology in channel management, there has been limited research exploring communication as a mediating variable between digitalization and performance. In the field of marketing, most studies have focused on communication as the "glue" of channel operations, examining its impact on collaboration and performance among channel members. Channel communication is not only a tool for information transmission but also a critical mechanism for building trust, coordinating actions, and resolving conflicts. Nevertheless, the academic community has yet to reach a consensus on how channel communication influences channel performance. On the other hand, while digital technology can significantly improve communication efficiency, its impact mechanism on channel performance remains unclear. For example, does digitalization affect performance by increasing communication frequency, improving communication quality, or altering communication patterns? Does the extent of digital technology adoption have varying effects on communication and performance? These questions remain inadequately addressed.

The model developed in this study provides valuable insights for managerial decision-making and has been empirically supported, offering normative recommendations for managers at different levels of digitalization on which communication strategies to adopt for better outcomes. Managers can also use this model to understand how digitalization links communication strategies with channel conditions. They can leverage the model to identify ways to improve channel outcomes. By illustrating the impact of aligning digitalization levels with communication strategies on results, the model enhances decision-making capabilities and provides new governance insights for the development of the medical device distribution sector.

This study revolves around the following core questions:
1. How does the level of digitalization affect the frequency, direction and form of channel communication?
2. Does channel communication play a mediating role between digitalization and channel performance?
3. In the medical device distribution sector, how do digital management tools optimize channel communication to enhance channel performance?

This research employs a mixed-methods approach combining quantitative and qualitative methods to comprehensively and deeply explore the relationships between digitalization, channel communication, and channel performance. Specific research methods include questionnaire surveys, data analysis, and case studies, aiming to validate the theoretical model and extract practical insights through multi-faceted data collection and analysis.

The questionnaire survey is the core component of the quantitative research in this study, aiming to collect data on digitalization levels, channel communication, and channel performance from medical device distributors. The questionnaire design is based on a literature review and theoretical framework, covering the following key variables: digitalization level, channel communication, and channel performance. This study focuses on distributors in the medical device distribution sector, using stratified random sampling to select 319 representative enterprises as the sample. The questionnaire was distributed through an online platform, supplemented by phone and email follow-ups to ensure data validity and reliability. Ultimately, 311 valid questionnaires were collected, with a valid response rate of 97.49%, meeting the requirements for statistical analysis.

Data analysis employs Structural Equation Modeling (SEM) and mediation effect analysis to validate the relationships between digitalization, channel communication, and channel performance. SEM can simultaneously handle multiple independent and dependent variables and test complex relationships between variables, making it suitable for validating the theoretical model of this study. Specific analysis steps include reliability and validity tests, model fitting and path analysis, and mediation effect testing. Data analysis primarily uses SPSS and SmartPLS software. SPSS is used for data cleaning, descriptive statistics, and reliability and validity tests, while SmartPLS is used for constructing and testing the structural equation model.

Case studies are an essential component of the qualitative research in this study, aiming to delve into the specific applications of digital systems in optimizing channel communication and enhancing performance through typical case analyses. Two to three representative medical device distributors were selected as case study subjects. These enterprises excel in digital technology application and channel management, providing rich practical insights for this research. Data sources for the case studies include in-depth interviews, document analysis, and observational methods. The analysis adopts a combination of within-case and cross-case analysis methods. First, each case is analyzed in depth to extract key success factors in digital technology application. Then, cross-case comparisons are conducted to summarize common patterns and distinctive features, providing practical support for the theoretical model.

The theoretical significance of this study lies in introducing communication as a mediating variable, enriching the research perspective of channel communication theory and providing a new theoretical framework for understanding the intrinsic mechanisms of channel management in the digital era. At the same time, this study addresses gaps in the existing literature on the relationship between digitalization and channel performance, offering new directions for future research. In terms of practical significance, this study provides specific pathways for digital management in medical device distribution enterprises, helping them optimize channel communication to enhance performance. It also offers practical guidance for distributor enterprises in digital investment, system selection, and application scenarios, assisting them in achieving efficient operations amid the digital wave. These theoretical contributions and practical recommendations are not only valuable for the medical device distribution sector but may also have broad implications for other highly specialized and regulated industries, such as pharmaceuticals, food, and chemicals.

This study not only enriches the theoretical literature in the field of digitalization and channel management but also provides practical guidance for enterprises to optimize communication strategies and enhance channel performance in the digital context. However, the research has some limitations, such as the limited industry coverage of the sample and insufficient depth in addressing the national centralized procurement environment in the medical device industry. Future research could further expand the diversity and depth of the sample. Through this study, a deeper understanding of channel management in the digital era can be achieved, offering more precise management recommendations for medical device enterprises.

Date of Award	26 Jun 2025
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Zhilin YANG (Supervisor) & Qingyun Jiang (External Supervisor)