A Study On The Relationship Between Influence Strategies And Satisfaction In Marketing Channels

The relationship between supplier and members in their marketing channels directly effects competitive advantage of enterprises. It comes to be focus in the field of marketing research. In the course of studying channel relationship, the methods of communication (influence strategies) how uses power effectively will influence the satisfactions of channel members, which further influence the stability and benign development of channel relationship. Furthermore, the influence strategies, to a great extent, determine the outstanding achievements of the whole channel system, the attitude of channel members and satisfactions. The thesis will analyze the relationship between influence strategies and channel satisfaction, and put forward influential factor models of the influence strategies on the channel satisfactions. The results of study were as follows:1. The influence strategies include noncoercive strategies (information exchange, recommendations, requests) and coercive strategies (promises, threats, legalistic pleas), by means of analysis, this paper shows that influence strategies should properly include indirect strategies (requests, promises, threats, legalistic pleas) and direct strategies (information exchange, recommendations).2. Channel satisfactions include economic satisfaction and social satisfaction, through the review of the foreign literature and modification, the economic satisfaction is divided into three dimensions: production satisfaction, financial satisfaction and marketing support satisfaction.3. Different enterprise characteristic (enterprise types, annual turnover, interactive time, supplier's production share) make significantly difference in the factors of influential strategies and satisfactions.4. Information exchange and recommendation of influence strategies are statistically significantly positively linked to channel satisfactions; Request strategies correlate with channel satisfaction negatively, and have insignificantly influence on the channel members satisfaction. Promise strategies are positively linked to channel satisfaction, and have negative influence on social satisfactions. Threat strategies have negative correlation and impact on satisfaction. Legalistic pleas are positively linked to production and financial satisfaction, which have negative correlation and impact on marketing support and social satisfaction.5. Discussing the effect of influence strategies on satisfaction, via the path analysis of LISREL for structural equation model, this paper builds the influential factor model of influence strategies on channel satisfaction, and describes the impact of influence strategies directly.