An Empirical Study Of Guanxi-driven & Promotion-Driven Strategies,Distributors’ Ordering Behaviors,Ang Marketing Performance

In recent years, with the improvement of domestic market economy, and more intense competition, promotion strategy and relationship marketing as two important driving factors are widely used in the B2B marketing practice. In order to better understand the significance of the two marketing-driving strategies in the decision-making of dealer’s order under Chinese culture, this paper, under the framework of the theory of social exchange, represent"relational" exchange and "economy" exchange of the two marketing-driving strategies -relationship strategy and promotion strategy. At the same time, introducing research and establishing the dealer order behavior and vendor sales performance model are driven by dual drive strategy. Using the prospect theory and such kind of behavior decision theory and the explanatory of Darwin ’s theory of selection to make an analysis, to explore dual drive marketing strategy under the dealer’s order behavior response and the drive effect of the manufacturers’ long-term performance. Based on the real order data of dealers in different regions, the previous research on price promotion strategy, relationship marketing and relationship status, and behavior decision, author, with a better understanding to China’s building materials industry, is to further his exploration on the above questions.The results show that the dealer is more likely to decide to order or increase the order quantity under the incentive-type promotion compared to threat-based promotion. While the threat-type promotion drives the dealer to increase the order quantity. The conclusion suggests that driven by incentive-type promotion, the dealer tends to centralized purchase with large quantities of small batch. Driven by the threat-type promotion, dealers tend to frequent purchase with small quantities of multi-batch. As a special strategy in B2B marketing, rebate strategy has a positive impact on the dealer’s orders behavior. The promotion intensity and the rebate task, finished or not, are significant to adjust the influence of promotion strategy on the dealer’s order behavior. Relationship marketing strategy(relationship status) has a significant positive impact on the needs of dealer, the order frequency and the order quantity. The dealer is more sensitive to price promotion strategy when he has unfamiliar relationship with the manufacturer, which shows the interaction of relationship strategy and promotion strategy in the dealer order behavior. The dual drive marketing strategy has a positive impact on the long-term sales performance of the manufacturers, but the impact of the rebate strategy is better than promotion strategy, and the impact of relationship strategy is better than price strategy.The conclusion on this study not only reveals the nature of dual drive marketing strategy in ordering order, ordering frequency and ordering quantity of the dealer, and further reveals the two different order modes of the dealer driven by marketing strategy. This paper also studied the interaction of dual drive marketing strategies and their positive effects on manufacturers’ long-term sales performance, and compared the difference of the relationship strategy and the promotion strategy on the long-term sales performance. The conclusion eliminates the doubt about the impact of promotion strategy on vendor performance and the role of relationship marketing playing in China’s market. It not only has important reference value and revelation for the marketing managers to expand the sales and implementation of dealer management in the Chinese market, but also enriched research on B2B price promotion and relationship marketing under Chinese cultural context, which has a certain theoretical value.