Channel Alliance Power In The Study

The problem of power is the core problem in the channel theory. Most studies about power in the channel have been done under the traditional relationship of market .With the appearance of the strategic alliance, the members in the channel frequently form a strategic partnership with each other. The relationship of channel members has turned from the traditional relationship of market to the relationship of strategic alliance. The studies about power under the background of strategic alliance are few. Therefore, in the thesis, applying the logic method, I will study the power in the alliance and construct a conceptual model with three elements, that is the difference in resources .consumer's self-identity and apperception. Then the further analysis about the influence of the power in the alliance to the performance and relationship is made and the model of power-performance is set up. The result of my study differing from others' is that I get the conclusion that the power in most alliances is unbalanced and the using of power will not collide with the performance and good relationship in the alliance under the adjustment of some internal variables. The purpose of this thesis is to make some innovation in the theory and to help direct the core enterprise of the alliance in how to use their power to improve the performance and relationship of their alliance...