Behavior Of Channel Relationships, Relationship Quality On Export Performance Of Industrial Enterprises Impact Study

In the tide of globalization and information technology, confronted with the dramatic changing outer environment, the enterprises are confronted with drastic challenges, and the marketing channel has become the key factor in the market. A single enterprise cannot rely solely on its internal competencies for achieving competitive advantages. The opportunities for the enterprises, nowadays and in the future, will probably be shift to the cooperation between enterprises. As for Chinese industrial enterprises that carry out exporting trade, the marketing channel is more important because of the deficiency in product development, funds and talents.In recent years, relationship quality and relationship behavior have become the core field of channel relationship marketing researches. More and more relevant researches have been making in these days. But these researches have not been linked to the channel performance sufficiently, which is the core of traditional marketing researches. Moreover, these researches lack organic relations between themselves.We consider that some conformity researches on relations between fields and issues mentioned above need to be made, which conclusions will be used for reference for export corporations in China. This thesis makes a primary research on these issues.In order to analyze the influence of various attributes on the export performance more precisely, this paper conducts an empirical analysis adopting the approach of "Structural Equation Model" in three ways. Firstly, it selects proper measures of attributes by employing "Confirmatory Factor Analysis", secondly, it reveals the mechanism that various attributes influence the export performance by employing "Path Analysis". The most significant accomplishment is that the study identifies the direct and indirect effects of attributes to the satisfaction with life by bringing in an agency variable "relationship quality", and thus exposit new conclusion different from former studies, thirdly, this paper analyze the mediating effect of export scale and export experience.