Study On Influential Factors Of Channel Alliance Relationship

Channel alliance has superiority and potential in speeding up reaction to the market, scale benefit, cutting down cost and sharing information. It attracts more and more attention of researchers and enterprises as a new channel method. Research of the channel alliance advances that communication, commitment, trust and cooperation has a great impact on channel alliance relationship, Satisfaction also affects channel alliance relationship. Meanwhile, western researchers pay more and more attention to the study of two factors: "guanxi" and government. They think that "guanxi" is the most reliable tie between channel members. Channel members' strategies would be constrained by the macro environment factors. This study combined other studies and advanced two factors: "guanxi" and government on the basis of "KMV" model which was introduced by Morgan and Hunt. After that, it presented a model of influencing factors and explored the effect of different influencing factors on channel alliance in the environment of China. The results are as followings: Channel behaviors such as communication, commitment, trust and cooperation have a positive effect on channel alliance relationship; "guanxi" between channel members has a positive effect on channel alliance relationship in the environment of China; "government" factors have no effect on channel alliance relationship in the environment of China.