An Empirical Study On The Impact Of Channel Behavior On Channel Relationship Quality

As market competition continues to intensify, marketing become one of the major events in enterprise. As an important component of marketing, marketing channels play an increasingly important role in market competition. The time has come marketing channels. Good marketing channels become marketing magic weapon to win the competition. To be able to control and strengthening the channel, suppliers constantly chang marketing strategies while increasing investment channels. But when, and on which action can effectively encourage distributors has been thought by suppliers. The papers which is positive practical value marketing activities studies the relationship between channel behavior and quality of channel relationship,gives guidance in improving channel relationship.From the perspective of suppliers, the paper through studies its main channel behavior the role which plays in the improvement channel relations aspect, rich also has the enormous impetus function regarding the channel theory. The papers in reviews in the foundation which the domestic and foreign scholars study, constructs the channel behavior to the channel relationship quality influence structural model. The papers proposed the channel conflict behavior, the channel communication behavior and the channel adaptability behavior to the channel relationship quality influence theory supposition. At the same time, the papers according to the channel type, the cooperation time different also proposed two correlation suppositions.Through in the questionnaire survey way collection enterprise marketing activity channel correlation information, enable this article the research to have more targeted. The papers in view of Chongqing, Chengdu's enterprise marketing channel essential information person carries on the investigation, uses face-to-face the interview primarily method, completes the master data the collection.With SPSS,AMOS software, the paper has carried on the induction and the reorganization to the data, and examines the data the letter and the validity, through the factor analysis, the variance analysis, Between-Subjects analyzes and so on the methods alternately, confirms supposition which proposed. Through structural equation model analysis, we have come to the following conclusion : The channel conflict behavior has the remarkable negative influence to the channel relationship quality; The channel communication behavior has the remarkable positive influence to the channel relationship quality; Channel adaptive behavior had no significant effect on the channels relationship quality; Enterprise type difference, channel communication behavior to channel relationship quality influence existence remarkable difference; the cooperation time different, channel conflict behavior to channel relationship quality impact existence remarkable difference. Finally, the papers on how to improve relationship between the channels made a number of recommendations.