The Study Of Channel Relationship Quality In Fresh Agricultural Products Marketing

In recent years, Chinese fresh agricultural products marketing channels in the complex and profound changes, the channel relationship is also showing a series of characteristics: both "loose, short, informal relationship" and "close, long-term, formal relationship" are in existence; both "the wishes of developing high-quality channel relationship" and "the implementation of high-frequency channel conflicts" are in existence; both "relationship-channel management" and "mandatory-channel control" are in existence. The deep-seated problems are:①Channel members couldn't clearly understand the channel relationship quality itself and the role of the channel relationship quality;②Channel members couldn't adequately understand how to implement channel relationship management, manage channel relationship and improve the quality of channel relationship. To answer these questions, and promote the development of practice, Chinese fresh agricultural products marketing channel relationship quality was studied from the theoretical and empirical two aspects. The paper is an important part of the China-Australian cooperation project——Building effective Australia-China supply chains post-WTO: a Chinese perspective, the author's mentor as the Chinese holders guide the implementation of the project's investigation and research in China. The time was from September, 2006 to December, 2007. On this basis, formed the basic content of this article:First, the theory of marketing channels, the theory of relationship quality and domestic fresh agricultural products marketing research has been systematically reviewed and summarized. We think①under the influence of relationship marketing theory, the research of marketing channels will inevitably shift to the stage of relationship and alliances, the research of relationship quality will inevitably concern channel relationship, and the two can be cross-integration, thus opening up a new marketing channel research perspective: the research of channel relationship quality;②there are still many inadequacies in the research of channel relationship quality, such as the "commitment" and "trust" isn't defined as the dimensions of channel relationship quality in Morgan and Hunt's model, and the core dimensions of channel relationship quality——"satisfaction" isn't included;③in the domestic agricultural marketing channelresearch, the channel relationship quality is almost a blank.Second, the typical models and the channel relationship' features of the domestic fresh agricultural products marketing channel were summarized and concluded. The channel members' several understanding errors about the channel quality were pointed out. Then, the dimensions of channel relationship quality, the influence factors of channel relationship quality, and the relationship between channel relationship quality and channel cooperation was analyzed. We think①there are three main dimensions of channel relationship quality: channel satisfaction, channel trust and channel commitment, channel satisfaction and channel trust have a significant positive impact on channel commitment;②there are four main influence factors channels of channel relationship quality: communication, adaptability, opportunism and shared values, communication has a significant positive impact on channel satisfaction and trust, adaptability has a significant positive impact on channel trust, opportunism has a significant negative impact on channel trust, and share value has a significant positive impact on channel trust and commitment;③channel relationship quality has a significant impact on channel cooperation, channel satisfaction, trust and commitment are positive role in the channel cooperation. On this basis, "the mediated theoretical model of channel relationship quality" was established.Third, empirical research programs were designed according to the theoretical model and "the mediated theoretical model of channel relationship quality" was verified based on survey data.①according to the paper, refer to related research, and combined with the actual situation of the domestic fresh agricultural products marketing channel, we develop a measuring scale and questionnaire;②test the reliability and validity of the measuring scale;③fitting the survey data and theoretical models by structural equation model analysis. The results show that: communication has a significant positive impact on channel satisfaction and trust, adaptability has a significant positive impact on channel trust, opportunism has no significant negative impact on channel trust, and share value has a significant positive impact on channel trust and commitment; channel satisfaction has no significant impact on channel commitment, and channel trust has a significant positive impact on commitment; channel satisfaction and channel trust has a significant positive impact on channel cooperation, but channel commitment has no significant impact on channel cooperation. On this basis, "the mediated model of channel relationship quality" was established.Last, based on the study, the paper put forward two proposals for Chinese agricultural enterprises:①positive transition to a modern circulation enterprises, and achieve management of large-scale, modernized and efficient;②vigorously promote fresh agricultural products supply chain management, and achieve information communication immediate, action concerted, values integration, channel relations closer and channel cooperation normalized.This study has a certain positive significance for deepening the theory of "localization" agricultural marketing channel and promoting Chinese fresh agricultural products marketing practice.