A Study On The Impact Of Channel Function Of Tobacco Company On Channel Control

After entering WHO-FCTC, our country tobacco industry is facing a great threat under the gradual release of medicine and salt control. Factors of tariff concessions, quotas and licenses deregulation of the domestic cigarette market will be further liberalization of China’s tobacco industry will be seriously affected. Although in recent years, tobacco enterprises competition ability is improved through a series of measures of M&A and brand integration under the control. Commercial enterprises have achieved remarkable results through intensifying the construction of marketing network, but still lack enough attention to the construction and control of the terminal.On the basis of the previous research results, this paper takes the tobacco industry as the background, and takes the tobacco companies channel power, channel satisfaction and channel control into the research model. Trying to establish a model for the influence of supplier’s channel power on the control force of the distributor. From the view of the tobacco companies, I conducted a questionnaire to collect the effective data. And analyzed datas by SPSS to verify the influence of the use of the tobacco companies’s channel power on the satisfaction and the control of the channel. The analysis shows that the channel power have a positive effect on the control of the channel, and the influence of the mandatory channel power on the channel control is more significant. The mandatory channel power has a negative effect on the channel satisfaction, and the non mandatory channel power has a positive effect on the channel satisfaction. Channel satisfaction has no obvious effect on the channel control.The results of this paper have a good guide for the application of the channel power and the strengthening of the channel control. This paper provide tobacco companies a theoretical basis to improve competitiveness of enterprises under the new market environment.