The Empirical Research On Relationships Among Resource Dependence,Relationship Quality And Cooperative Marketing Performance

With the change of consumer demand and the impact of market globalization, the market competition becomes increasingly fierce, meanwhile, increasingly similar marketing and limited makes this competition worse, along with a lose-lose result. Cooperative marketing emerges as the change of this market environment breaks the competition-based concept. As the research of cooperative marketing deepens, the business community and academia turn their attentions on how to improve marketing cooperative performance. Resource dependence and relationship quality is regarded as the two important factors affecting the performance of cooperative marketing, but there is little research on the relationship among of the three. Therefore, the action mechanism and influential path of the three becomes the object of the research which makes the enterprises experiencing cooperative marketing as the samples.On the basis of the results of research on resource dependence, relationship quality and cooperative marketing performance, the paper builds a concept model which regards the relationship quality as the intermediary of the resource dependence and co-marketing performance and brings up the related research hypotheses after in-depth analysis about the three. To verify the theoretical model and research hypotheses, the required dates are obtained by questionnaires and analyzed by statistical software SPSS17.0and AMOS18.0. The analysis of the data verifies that resource dependence and relationship quality has a positive impact on co-marketing performance, and relationship quality plays the intermediary role in the relationship between resource dependence and co-marketing performance. When verifying the relationship between relationship quality dimensions and co-marketing performance, the paper finds out the trust has a positive effect on relationship commitment, but in that case, the relationship between commitment with the cooperative marketing performance is not significant.Finally, the paper summarizes the research conclusions and put forward the corresponding suggestions according to the conclusions, which is about the implementation of cooperative marketing management. Moreover, the inadequacy of study and follow-up research is given by objective analysis.