Study On The Effect Of Supplyer's Influence Strategies In The Marketing Channel

Since the last seventies, the channel power has been the core concept of channel behavior theory, and has been highlighted by marketing scholars. However, research has been relative silent on the influence strategies which turns channel power into real influence power especially at home.Nowadays, with the competition becomes more drastically the notion of "channel control" becomes more popular and many companies realize that the Marketing channel is crucial for "the danderous jump"of the commodities. It is very difficult for channel members to establish lasting and stable relationships, because different channel members have different attitudes and objectives, and what makes it more different is that, with the reformation of the domination circulation systerm and the transference of the channel control power, the relationships between the channel members(especially between suppliers and retailers)becomes even worse. Effective approach to solve this problem is that manufactures can use appropriate governance mechanisms, among which influence strategy is an important mechanism which can maintain and coordinate successful exchange relationships. So, it is of both theoretical and practical meanings to adjust the western Influence strategy theory based on Chinese practice to derive some localization result.This dissertation is just according to the theoretical and practical needs. Based on the results both at home and abroad, this paper takes both the formal relationship between firms (Dependence) and informal relationship between boundary personnel (Personal Guanxi) into a theoretical model, and constructs a new causal model of influence strategy and compliance. As for research methodology, this dissertation use qualitative analysis and quantitative analysis. For the sake of getting a rational result, besides retrieving former research document and systematic analysis, this paper also uses interview and questionnaire investigation and SPSS 13.0, LISREL8.54 for empirical study and data disposal.Based on empirical research, the main conclusions are as follows:First, the different antecedents have the diverse impact on the choice of Influence strategies. Well personal guanxi will restrain supplier from using coercive strategies towards their retailer; with the increasing retailer dependence, supplier will have a decreasing tendency to use coercive strategies.Second, the type of influence strategies applied by supplier has different influence on retailer compliance. Non-coercive strategies can increase retailer compliance, but Coercive strategies have insignificant influence on retailer compliance. So channel member should regard non-coercive strategies as the main way to control marketing channel.Third, this paper examines the relative effectiveness of non-coercive and finds that the Rationality Strategy with an argument structure that contains the most thorough content results in the greatest levels of compliance.Fourth, both well personal guanxi and strong retailer dependence can increase retailer compliance. So supliers should encourage its boundary personnel to establish well personal guanxi with other member's related and to increase the retailers' dependence on them.The innovation of this paper's work includes the following three aspects: (1) This paper uses both the firm level relationship (Dependence) and the interpersonal level relationship (Personal Guanxi) as the antecedents on the choice of influence strategy. (2) This paper uses compliance--the primary objective of Influence Strategy as the outcome. (3) This paper uses the argument theory to decompose the influence strategy, and introduces the most effective rationality strategy with an argument structure that contains the most thorough content to complete the Influence paradigm.