Public Relations, Corporate Marketing Channel Management

At present, marketing channel management has emerged as an important segment of marketing research in modern business management.However, business managers must face squarely marketing channel conflict. In the past, public relations, connection in particular, were hardly introduced in marketing channel management, which mainly focused research in such fields as: power, influence, strategy, trust, and promise.My thesis integrated connection, an important variable, into the analysis of channel conflict and channel trust. The variable indicates the level of mutual respect, care, and coordination. My research is mainly targeted on the interrelations among marketing channel, channel conflict, the level of economy contentment and trust. Against the backdrop of market economy with Chinese characteristics, shaping structure equation model relevant to conflict, relations, economy satisfaction and trust by a good number of data accumulation and analysis as well as SEM and crystallizing connection in public relations by utilizing AMOS4.0 to test and analyze data will have great implications for channel conflict settlement and trust building.In view of this, trust among channel members can be enhanced by improving economy satisfaction and connection because connection is interrelated with channel conflict negatively and with economy contentment positively, and also exerts a positive influence on trust.Based on the above conclusion, we have explored ways to develop and reinforce channel trust, address conflicts properly and better channel relations by applying public relations. This paper highlights the positive role by close relations in channel trust building and gives full expression to the successful application of public relations in China's channel management by studying the case of Shuanghui Group.