The Auto Channel Alliance Stability Empirical Study

From the 80s of 20th century, the channel alliance has become an important direction of a marketing channel development. As an important organization form of a strategic alliance, channel alliances has superiority and potential in speeding up reaction to the market, scale benefit, cutting down cost and sharing information. It attracts more and more attention of researchers and enterprises as a new channel method. Among these, the stability has become a core element of alliance research. Research of the channel alliance advances that communication, commitment, trust and cooperation has a great impact on channel alliance relationship, Economic satisfaction or non-economic satisfaction also affects channel alliance relationship.This study argues that from the perspective of the alliance development process to discuss the channel alliance stability, the system structure affecting channel alliance can be found . This article first refer to the theory background which starting from the theory of channel alliances, and combine with domestic and international research on the channel alliances, define channel alliances and the stability of the channel alliances .Secondly, learning from theory of the development of strategic alliances, find out the impact factor of channel alliance stability from the development of the processes from the Union, and puts forward a variety of the assumptions theoretical models which need to study. Then design a scientific survey, use the SPSS16.0 for reliability analysis, validity analysis, factor analysis, and regression analysis for fitting the inspection of the conceptual model constructed, and verifying further analysis of these factors infecting the stability of the channel alliances in the Chinese automotive industry Channel environment.The results are as followings:Partner trust, cooperate mechanism of the alliance and behavior of channel partner have an effect on the stability; partner trust and cooperate mechanism of the alliance have an positive effect on behavior of channel partners; partner trust have an effect on the cooperate mechanism of the alliance.