Research On The Corporate Relations And Its Impact In Channel Control

It has 30 years since first research on channel control in marketing literature. And it has already made a lot of important conclusions. But most of the research focused on the impact of the formal relations on channel control, and lacked of the studies about the impact of the personal relationship to channel control. While the latter needed to solve urgently in corporate channel control practice. As the main factors affecting channel control, the personal relationship has become the focal area of marketing theory sector and the business manager since the 1990s, which has already been thought a new source of competitive advantage. Existing research shows that personal relationship has important impact on the control channel in Chinese society. But which are the elements of personal relationship and how can the personal relationship affect channel control are still lacking of consideration and study. It has great significance to channel control.The paper study on the major factors of channel control-corporate relations, include personal relationship and contractual relationship, and the different essential factors will have the different influence to the channel control policy. And we put forward research hypothesis and theoretical model. The index system structure of the questionnaire and initial questionnaire are formed according to study hypotheses. Meanwhile, the research object and the persons who will be investigated are chose. Analysis the distribution of samples and the validity, reliability of the questionnaires through arrangement, coding, input, data analysis to questionnaire. At last, analyzed the results by theoretical. And put forward marketing strategy. Hope to deepen theoretical about channel control field and offer reference for marketing practice.