Different Cultural Backgrounds Channel Relationship Quality Of Corporate Export Performance Research

In the tide of globalization and information technology, confronted with the dramatica 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. Thus how to conquer the cultural difference and build a stable marketing channel with foreign middleman becomes especially important. Although there are many studies about the relationship between markting channel and export performance, but few of them refer to how cultural difference works on channel relationshiop.This paper studies the effect of cultural difference on channel relationship.The relationship quality dimension consists of 3 factors, namely trus, communication and commitment. We use structural equation modeling (SEM) and univariate analyse in this paper. The sample is Liuyang fireworks export company.After doing two-stage study, i.e.pilot study and large sample study, and testing the reliability and the validity of variables in this paper, a SEM about cualtural difference, channel relationship quality and export performance is established and analyzed. We found that cultural difference affects trust, communication and commitment negatively; Meanwhile, trust, communication and commitment affect the export performance positively. That is, under the situation of difference culture, communication, trust and commitment play an important role in building up a stable channel relathionship with foreign middleman which affects the export performance deeply.As this is the first try of empirical study cultural difference effect on channel relationship quality in Chinese enterprises, the shortcoming is inevitable since the establishment of the item system is in view of the overseas studies and not in accordance to the reality of Chinese industrial enterprises. However, the item system of relationship quality found in this paper will be some theoretic value to further research.