A Study On The Inlfuence Of Channel Conlfict And Channel Relaitonship Quality On Channd Performance

With rapid economic growth, Chinese retail shows explosive growth&thecompetition of retail is more and more intense, which in Hangzhou is the mostrepresentative one. With the competition of Hangzhou retail market intensifying, inorder to obtain sustainable competitive advantage, various retailers are transferredtheir focus from product and price to the pursuit of channel resources. The channelhas become a sort of indispensable resource and means of competition in thedevelopment of retail. In the retail channels, the conflicts among the differentmembers occur more frequency than before and the structure of channel power hasalso changed, so there is important meaning to study the effect of channel conflict andchannel relationship quality on channel performance.The literature review and empirical study methods are both used. Based on a lotof literature reviewing, this paper summarizes the related theories about channelstructure type and the causes mechanism of channel conflict, and studies thedefinitions, compositions, functions and connections of channel relationship qualityand channel performance.On the basis of the western research results about channelconflict and considering the current retailing channel situation of Hangzhou area, aconcept model and hypothesis were given which inflected the effect of channelconflict and channel relationship quality on channel performance. The purpose of thisstudy is to establish the model for the improvement of Hangzhou retail channelcompetitiveness for reference.First of all, the thesis research is more targeted through the questionnaire surveyto collecting Hangzhou retail enterprise marketing activities of the channel correlationinformation. By way of using the face-to-face interview among essential informationpersons of retail enterprise channel marketing in Hangzhou, the paper primarilycompletes the master data collection. Secondly, using the SPSS and Amos, the papercarries on the induction and the reorganization of the data, and examines thereliability and the validity of the data. The thesis confirms suppositions which were proposed one by one through the factor analysis, the regression analysis and othermethods. Thirdly, through structural equation model analysis, the paper draws thefollowing conclusion: In the Hangzhou retail channel, the functional channel conflicthas the significant positive influence to the channel relationship quality; Thedestructive channel conflict has the prominent negative influence to the channelrelationship quality; The functional channel conflict has the remarkable positiveinfluence to channel performance, the destructive channel conflict has the prominentnegative influence to channel performance; The channel relationship quality has thesignificant positive influence to channel performance; The channel relationshipquality plays a mediating role in the relationship between the functional channelconflict&the channel performance, but the channel relationship quality is not playinga mediating role in the relationship between the destructive channel conflict and thechannel performance. Finally, the thesis puts forward some suggestions on retailenterprise knowing the utility of different types of channel conflict and how toimprove channel relationship quality.