Abstract: Based on empirical study, the paper concludes the following results: knowledge sharing has significant positive effect on relationship perception and relationship capability; relationship capability has significant positive effect on relationship perception; channel creativity and relationship trust have significant positive effect on channel performance; channel adaptation has significant positive effect on short-term channel performance and hasn’t positive effect on long-term channel performance; channel identity has significant positive effect on long-term channel performance and hasn’t positive effect on short-term channel performance; the effect of knowledge sharing on relationship perception is positive moderated by knowledge tacit; the effect of explorative knowledge sharing on channel creativity is negative moderated by knowledge dependence. The paper not only discloses the course of how knowledge sharing effects on channel performance but also richens and deepens channel knowledge mechanism based on knowledge and channel performance and organizational learning theories. Furthermore, the paper puts forward some suggestion and theory instruction on how to face up knowledge flow challenges and improve channel performance to channel enterprises in practice.

摘要： 本文基于组织间双元式知识共享机制的“Im—Rai”模型，探讨了营销渠道成员间双元式知识共享（即：探索式知识共享和利用式知识共享）对渠道成员自身绩效（即：长期竞争优势和近期顾客绩效）的影响过程并进行了实证检验。研究结果表明：双元式知识共享对关系感知（即：近期关系信任和远期渠道认同）和关系能力（即：渠道适应性和渠道创造性）有着显著的正向影响；关系能力对关系感知有着显著的正向影响；渠道创造性和近期关系信任对渠道成员自身绩效有着显著的正向影响；渠道适应性只对短期绩效有显著的正向影响，但对长期绩效没有显著的正向影响；远期渠道认同只对远期绩效有显著的正向影响，但对短期绩效没有显著的正向影响。本文的研究结果不仅更加清晰地揭示了渠道成员间双元式知识共享影响渠道绩效的作用过程，而且也促进了对渠道绩效理论和组织间学习理论的认识和理解。

关键词: 营销渠道, 双元式知识共享, “Im-Rai”模型, Marketing Channels, Knowledge Sharing Ambidexterity, “Im—Rai” model