| The rapid development of economic interaction now goes across national and ideological boundaries, so do competitions in all forms. In the market of China, domestic companies such as Legend, Wahaha, and Bird had already gained competitive advantage through distributional channels, while multinational companies, such as Wal-Mart, Carrefour, and Ikea, provide evidence of business success via channel management. Therefore, distribution channel management is now regarded as key of getting business success and competitive advantage by more and more within the market of China.The channel is an abbreviation of the marketing channel; mean the route where the products shift from producer to consumers or users and give play to the organizations and activities of the essential function in the course of shifting. Whether marketing channel theory have two major research themes. The first is the channel structure, it is about how the channel was formed; the second is channel behavior, about how members know, establish and punish the relation between each other. Western research shows: Channel behavior, with influencing member's satisfaction to the cooperative partner of irrigation ditch and member's future cooperative purpose of the channel, will also influence the efficiency that the whole channel operate, and influence the business performance of every channel member from this.The relation between channel members directly influences the competition advantages of enterprises, it has already become the focus that marketing academia has studied. In the study on channel relation, the method of linking up how effective application power uses (namely influences strategies will influence channel members' satisfaction, and then influence the stability of the channel relation and benign development. And influence strategies to determine channel members' attitude, the performances of satisfaction and the whole channel system to a great extent. This Research is it probe into mobile communication trade network operator trader distributor is it influence tactics influence that satisfaction to distributor may might lead to the fact to use correctly to aim at. This research takes company's marketing channel of Sichuan mobile communication as the background, has designed a feasible research questionnaire, and has collected the effective census data. Finally, this research used SPSS and counted the analytical method and analyzed to the data.This text is divided into several following parts altogether:Chapter one: introduction .Put forward the problem studied to develop reality from the channel behavior theoretical research and China's marketing channel, expound the range and research procedure and thesis structure of the purpose, research to study.Chapter two: To the problem of studying, explain relevant basic conception at first, then through to the retrospect of scholar's research results in the past, find out about the research current situation of relevant research, comb out and study the train of thought, define the direction studied further.Chapter three: study and design: Influence strategies, channel satisfaction each variable and mutual relation to prove to the channel at first, based on this, propose studying and supposing, then design each research amount form which study the variable, and then state and sample the distribution of the method, sample, introduce data collection method and source.Chapter four: data analysis and explanation: According to the real example data collected, examine letter degree and result degree which measures the form at first, then analyze basically, prove whether the ones that examined relation construction are correct or not to each assumption to the data.Chapter five :the conclusion and propose: According to the data analysis conclusion of chapter four, have proposed the discovery of this research is to the meaning of channel construction in behavior research of channel and practice of our country, point out the limitation existing in this research. |
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