会展产业联盟治理与合作行为：杭州会议产业联盟的案例研究

doi:10.12054/lydk.bisu.132

摘要/Abstract

摘要：

联盟等网络型组织的出现对会展业提出了新的挑战。通过“汇聚（杭州）会议产业联盟”的纵向案例分析,探索会展产业联盟的治理机制及其对联盟绩效的影响机理。案例识别了3种联盟治理机制,即基于横向协作的旁系权力体系、基于跨界人的资源整合机制和基于公私平衡的价值分配规范。进一步分析了3种联盟治理机制与成员企业合作行为之间的协同演进过程,说明联盟治理机制通过推动成员企业的合作行为从联合办公向联合创新演进,提升联盟绩效。由此提出“联盟治理—合作行为—联盟绩效”的理论模型,将微观的企业行为研究整合到联盟治理的理论框架中,进一步拓展了联盟治理的研究。

关键词: 联盟治理; 合作行为; 联盟绩效; 会展业

Abstract:

The emergence of alliances in the MICE industry challenges the governance of these network-based organizations. The existing literature on alliances focuses on the discussion of the motivation and benefits of establishing them in the MICE industry. It is insufficient to address the governance issues, including the emergence of the informal power structure, integration of complementary resources, and value capture of alliance partners, once an alliance is established. The literature on alliance governance and the study of inter-organizational cooperative behavior are still relatively independent of each other. To fill these research gaps, this paper carries out an in-depth longitudinal case study of the Hangzhou Convention Industry Alliance to explore how alliance governance mechanisms affect alliance performance in the MICE industry. Three alliance governance mechanisms emerge from the case study: coordination-based lateral authority, boundary-spanner based resource integration, and public-private balance-based value appropriation. Furthermore, the case study analyses how these three mechanisms of alliance governance co-evolve with the collaborative behaviors of partners in the alliance, which evolve from co-working to co-innovation. It also demonstrates how alliance performance is influenced by this co-evolution process. This study proposes a theoretical framework of “alliance governance - collaborative behavior - alliance performance.” It broadens the horizons of research on alliance governance by incorporating the theory of organizational behavior into the literature. In doing so, this paper has important implications for the development and innovation of the MICE industry.

Keywords: alliance governance; cooperation behavior; alliance performance; MICE industry

中图分类号:

白鸥,李拓宇. 会展产业联盟治理与合作行为：杭州会议产业联盟的案例研究[J]. 旅游导刊, 2020, 4(3): 62-86.

BAI Ou,LI Tuoyu. MICE Industry Alliance Governance and Cooperation Behavior:A Case Study of the Hangzhou Convention Industry Alliance[J]. Tourism and Hospitality Prospects, 2020, 4(3): 62-86.

图/表 12

参考文献 69

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联盟名称	汇聚（杭州）会议产业联盟
成立时间	2012年
联盟目标	致力于文化创意产业、现代会展业以及休闲旅游业的资讯汇集和资源整合
理事单位	9家
参与成员类型	酒店、会议场所、旅游交通、餐饮、旅行社、活动策划、会展业软件开发、会展搭建
联盟业务范围	?搭建交流、合作、创新的开放平台,建立联合创新机制
	?参与会展行业、国家或国际标准和规范的制定
	?开展杭州市会展及相关产业发展情况的数据调查和分析
	?开展会展及相关产业发展的前瞻性、战略性问题研究
	?参与会展产业知识产权建设
	?开展咨询服务和人才培训活动
	?编辑出版联盟会刊

联盟名称	汇聚（杭州）会议产业联盟
成立时间	2012年
联盟目标	致力于文化创意产业、现代会展业以及休闲旅游业的资讯汇集和资源整合
理事单位	9家
参与成员类型	酒店、会议场所、旅游交通、餐饮、旅行社、活动策划、会展业软件开发、会展搭建
联盟业务范围	?搭建交流、合作、创新的开放平台,建立联合创新机制
	?参与会展行业、国家或国际标准和规范的制定
	?开展杭州市会展及相关产业发展情况的数据调查和分析
	?开展会展及相关产业发展的前瞻性、战略性问题研究
	?参与会展产业知识产权建设
	?开展咨询服务和人才培训活动
	?编辑出版联盟会刊

案例	访谈对象	访谈时间	其他资料
汇聚（杭州）会议产业联盟	联盟发起人	2013.12; 2014—2017联盟月度例会	行业协会提供的2份资料;联盟理事会会议记录21份;联盟规章制度1份;网络新闻资料12份
	联盟理事单位代表	2014—2017联盟年会
	联盟成员企业总经理	2014—2017联盟月度例会
	联盟成员企业项目经理	2015.4;2016.3;2017.3
	联盟秘书长	2014—2017联盟月度例会
	联盟财务专员	2014—2017联盟月度例会
	行业专家	2015.4;2016.3;2017.3
	杭州会议展览业协会秘书长	2015.4;2016.3;2017.3
	杭州会展业媒体人员	2015.4;2016.3;2017.3

案例	访谈对象	访谈时间	其他资料
汇聚（杭州）会议产业联盟	联盟发起人	2013.12; 2014—2017联盟月度例会	行业协会提供的2份资料;联盟理事会会议记录21份;联盟规章制度1份;网络新闻资料12份
	联盟理事单位代表	2014—2017联盟年会
	联盟成员企业总经理	2014—2017联盟月度例会
	联盟成员企业项目经理	2015.4;2016.3;2017.3
	联盟秘书长	2014—2017联盟月度例会
	联盟财务专员	2014—2017联盟月度例会
	行业专家	2015.4;2016.3;2017.3
	杭州会议展览业协会秘书长	2015.4;2016.3;2017.3
	杭州会展业媒体人员	2015.4;2016.3;2017.3

典型引用		初始范畴
由于不是上下级关系,在项目推进上很难用命令、惩罚等……我们需要一个有效的交互协调系统,来推动合作关系。（成员企业BL负责人）		横向权力
要有推进项目的机制,比如项目的几个核心企业一起兜底,推进速度大为改观。（核心企业YS负责人）		多个核心
……		……
多元化的资源整合使得我们能够在一个新的生态系统中合作,更好地预测会展产业的发展趋势,在竞争中占得先机。（成员企业LDS营销总监）		资源整合
我对两家企业都很熟悉,虽然两家企业很不同,但这正是合作的价值所在,找到契合点后,我的主要任务是“翻译”。（跨界人Y）		组织语言
……		……
我们一开始并不清楚联盟的公共收益该如何分配,所以每一次涉及利益分配时,我们在谈判、沟通、争吵上花费了大量的时间,公说公有理,婆说婆有理。（核心企业XH负责人）		联盟公利
知识产权问题已经得到了充分重视,聘请了专业的知识产权顾问。考虑到了各种情况,也准备了应对策略。所以大家有足够的信心充分参与进来。（联盟秘书长）		知识产权保护
……		……