The Power Of Strategy Foreign Sports Brands In The Marketing Channels

Ever since 1970' s of last century, the correlation between channel power and channel performance had became the key focuses of western research. But consistently there are debating on the research results, some of the results are directly conflict to each other. For example, some researchers found that the source of coercive power has positive relation with channel performance, but none coercive power doesn' t have significant relation with channel performance, only few parameters may reinforce the final channel output, it doesn' t in line with other researches which has a conclusion right the on the opposite side. When we look back to the studies of Chinese marketing researchers, most of them will focus on qualitative study, few of them had devoted they energy in quantitative study of channel power. This paper is going to deliver a full scale quantitative research on channel power and its impact on final channel performance. With the convenience of my current job in a leading sport company, the sporting industry was choused as the starting point in a limited aspect, which make it more convincing and more practical for future improvement.Base on the researches done by formal explorers, this paper tries to consolidate reliance of channel vendor, power of branding company, and coercive power strategy and non-coercive power strategy into a comprehensive data model, build up a system of power system and its impact on Channel performance. With the quantitative studies based on 113 questionnaires across China sport industry channel vendors, the paper took LISREL as the computer tool to generate a series of data certification and analysis. The result shows that reliance of channel vendor has positive impact on channel power, channel power is positive to channel performance, channel power has positive impact on both coercive and non-coercive source of power, however the non-coercive power has no significant relation with channel performance.