Cross-case Research On The Channel Relationship Governance Mechanisms Of Retail Firms

In recent years,the marketing channels of Chinese retail firms is in complex and profound changes,the channel relationship is also showing a series of characteristics:both " loose,short,informal relationship"and "close,long-term,formal relationship"are in existence;both"the wishes of developping high-quality channel relationship"and"the implementation of high-frequency channel conflicts"are in existence.The deep-seated problems are:Firstly,channel members could not clearly understand the channel relationship quality itself and the role of the channel relationship quality; Secondly,channel members could not adequately understand how to implement channel relationship management,manage chanel relationship and improve the quality of channel relationship.To answer these questions,enhance the quality of channel relationship,and promote the development of practice,the channel relationship of Chinese retail firms was studied from two aspects:theoretically and empirically.In the first place,the paper takes a way of theoretical study,has analysed the factors affecting the channel governance mechanism of the retail firms in our country,got a few conclusions and some related hypotheses:â‘ There are three main dimensions of channel relationship quality:the channel satisfaction,the channel trust and the channel commitment,channel satisfaction and channel trust have a significant positive impact on channel commitment;â‘¡There are four main influence factors of the channel relationship quality:the communication, power distributions, opportunism and shared values,communication has a significant positive impaact on channel satisfaction and trust,power distributions has a significant positive impact on channel trust,opportunism has a significant negative impact on channel trust,and shared value has a significant positive impact on channel trust and commitment;â‘¢Channel relationship quality has a significant impact on channel cooperation,channel satisfaction,trust and commitment are positive role in the channel cooperation.On this basis, "the Mediated Presumptive Model of Channel Relationship Quality in Retail Firms"was established.In the second place,the paper has taken a way of study over the example of cases, choosed five domestic retail firms, and analysised them to test the hypothesis.It shows that the majority of content is identical to the model established above,but opportunism has no significant negative impact on channel trust.And then has built "the Mediated and Revesed Model of Channel Relationship Quality in Retail Firms".At last,on the basis of the above model,it has put forwards a framwork of the governance mechanism of channel relationship in the retail firms,and raised some ways by which it can be realized.