An Empirical Research On The Factors Influencing Cooperation Relationship Of Marketing Channel With Household Appliance Enterprises As An Example

China household applia nce enterprise is developing fast and the cha nnel structurehas become more and more complex due to the rise of cha in stores and the entry ofhousehold applia nce Multi-cha nnel structure has become the trend,and both thema nufacture and distributors are forced to adjust their channel strategies , which impactsthe origina l cha nnel relationship Under this circumsta nce, it is a practica l problem forhousehold applia nce ma nufacturers to establish and ma na ge an efficient system ofma rketing cha nnels . As a result, understa nd ing of a good cha nnel rela tionship and itsinfluen tia l factors has become a hot topic for both the academic and enterprisecommunities. the influentia l factors of ma rketing cha nnel cooperation rela tionship isacademic focus of concern. The ma in resea rch ob ject is cha nnel suppliers anddistributors of partnership between the influencing factors, Long-term practice proofbased on a lon g-term coopera tion between cha nnel mem bers ca n better mutua lcoopera tion, red uce the ma na gemen t risk, and ga in better cha nnel performa nce.Scholars both at home and abroad for studies background and study aim differences,put forward different ideas. channel relationships influence factors of researchconclusions are also different, In this paper, applica tion of SPSS 17.0 statistica lsoftware for survey data for empirica l research based on the research of scholars both athome and abroad, select the influence of marketing channel partnership of severa limportant relative factors for empirica l research, The results of the study indica te thatinforma l constraints of reputation, commitments, communicate and share value andtrust of marketing channel long-term cooperation has positive effect. That mea nspartners reputation more good promised the higher the degree of the shared values, trust,the higher, and the marketing channel partners of long-term cooperation between thefirms. The informa l constraints of adaptability and persona l relation marketing channelpartnership of influence is not so obvious. Through an empirica l research, theconclusion can for the cooperation between channel partners will provide the referencevalue.