The Impact Of Furniture Manufacture Power Use On Reseller Channel Performance

Channel power is the core concept in the theory of channel behavior, and directly composes the bases of channel relationship and channel behavior. After decades of development, the theory of channel power has gradually established a mature theoretical system with strong explanatory power on channel phenomenon, a great value to solve specific channel problems. Channel performance, as the output variable, is the ultimate measure standard of all channel activities, as well as the ultimate target of channel relationship management. Therefore, the growing importance of channel performance in channel management is gradually highlighting. In order to improve channel performance, channel subject often uses power to manage and control the marketing channel. At this stage, how to establish a stable, high-quality, sustainable channel relationship to improve the performance of both channel members has become an unavoidable issue in the process of enhancing its competitiveness and shaping the competitive advantages. Therefore, the study on the relationship between the use of channel power and the channel performance is essential, and which can be expected to be profoundly associated.In view of this, at the background of the furniture industry marketing channel, this paper studies the impact of use of manufacturer channel power on reseller channel performance, with the introduction of channel relationship quality as an intermediary variable, digs the internal mechanism of the relationship between the three, tries to reveal the use of channel power to channel performance change of all-round influence.The article firstly has a review of the relevant literature, gives concepts definition and dimensions classification of core concepts such as the use of channel power, channel relationship quality, and channel performance, focusing on the relationship between the three. On this basis, the theoretical model is established, research hypotheses are proposed, and the research is designed. Then SPSS and AMOS statistical software are adopted to analyze the obtained survey data and test hypotheses. At the end, according to the research results and the present status of furniture industry, puts forward management suggestions, and points out the inadequacies of this study, as the follow-up study could be expected.The empirical results show that:the use of coercive power of the manufacturers has a significantly negative impact on channel relationship quality, but there is no directly significant influence on reseller channel performance; the use of non-coercive power has significantly positive influence both on the channel relationship quality and channel performance; relationships of trust and commitment in channel relationship quality have a significantly positive impact on channel performance, relationship satisfaction acts an indirect effect through the relationships of trust and commitment to channel performance; the channel relationship quality plays a complete intermediary role between the use of coercive power and the channel performance, and it plays a partially intermediary role between the use of non-coercive power and channel performance.This study will enrich the connotation of the channel power theory, so as to provide Chinese furniture enterprises with the necessary theoretical direction for their marketing channel practice. Hope to improve the furniture industry’s channel relationship and channel output with practical application of the theory, further, provide a reference for our entire furniture industry’s rapid and reasonable development.