Research On Channel Relationship Channel Behavior And Channel Performance

The importance of marketing channel grows, the power of channel members changes, the channel conflict sharpens. In this circumstance, the study on channel relationship, channel behavior and channel performance is of value. The definition of channel relationship is neither an equivalent of marketing relationship in the west world nor counterpart of Chinese personal connection, which is composed of dimensions of control, information and trust. The channel behavior paradigm concludes conflict and cooperation. Channel performance is a composite index measures the effects in customer, financial, business process and growth. The dissertation concerns on correlations on channel relationship, behavior and performance.The literature review and empirical study methods are used. The definitions, compositions, functions and connections of channel relationship, channel behavior and channel performance are studied in literature review. The dimensions of relationship and connects of relation, behavior and performance is combine in a conception model. The following step of empirical study is hypothesis generating, questionnaire design, survey, data analysis and hypothesis testing.The correlations between information and cooperation, between information and performance, between cooperation and performance are all significant. The three dimensions of channel relationship are correlated with each other. So the information and cooperation are positive to performance while trust and control are indirectly promotes cooperation and performance. The correlation among trust, conflict and performance is not significant, which suggests that to distinguish functional conflict and dysfunctional conflict is necessary. Some countermeasures on enhance communication, cooperation and positive conflict management are given at last.