Research On The Obedient Of Channel Members To Brand Value

With the deepening reform of chinese market economic system, the brand value has shown its increasingly importance in economic activities. It not only reflects the potential of business development,but also determines the long-term competitiveness of enterprises. Brand value is a dynamic indicator which is associated with the market, It is also subject to many internal and external factors of enterprise. On one hand,External factors including both brand strength and market environment;On the other hand,the internal factors including product, marketing,service,image,management and so on. Any change of these factors will have a significant impact on the brand value.As a significant bond to join the market and consumers, Marketing channel is very important for enterprises operation and development. From a practical perspective, because of the unique characteristics of the chinese market,marketing channel has extraordinary significance for domestic enterprises,which is becoming a powerful weapon to compete with multinational corporations and gain competitive advantage for them.However,As the instability of the external environment,and the changes or complexity of channel members behavior, there are a lot of member obedient behaviors in life,such as accounts receivable failure, channel conflict, malicious cross-regional sale, sluggish sale, malicious distortion of market information, not perect service and malicious default payment, etc.These negative factors constitute a serious threat to the enterprise itself and brand management,They are not only affect the image of enterprise, but also affect the status of product in the mind of consumers.What is worse,they can reducing the consumers loyalty and weakened the brand value of corporate.At present,the research on this issue is not perfect both in domestic theory and business circles. Therefore, In order to manage this behavior better and to minimize the damage for enterprise,It is necessary to recognize the forms,the cause and the negative effect of channel member obedient behavior.In view of this, First of all, this paper use the theory analysis method to collate and summarize the related concept through consulting and research the home and abroad theoretical results,such as the definition of channel member obedience, the meaning of the brand and brand value, the composition of brand value, brand Index,measurement of brand value and so on.Based on this theory,I will find the point of my own research and make a study to combine member obedience and brand value in a innovative way.Second,Based on the theoretical research,This paper established a related hypothetical model between channel members and brand value.Then give some solutions from the perspective of channel development and brand management respectively.Third, As the marketing channel of appliance industry for the study, the paper use of questionnaires to collect the required data, and make a further study to validate the original hypotheses through statistical analysis of relevant data.Finally, Based on the analysis above,the paper give some conclusions. At the same time, the inadequacy of this paper will be noted.The paper aims to explore a better management method for enterprise.With this method, Companies can increase the brand value, improve its brand management, enhance brand competitiveness, and improving the benefits overall.