The Research Of The Influence Factors On Mraketing Channel Integration

The core of marketing channel integration is to use the system and integrated concept to guide the construction of marketing channels. Marketing channel integration which resulted not only a variety of resources among the channel members creating blend of complementary, and channel structure and relations between channel members improved can form an efficient, unified network marketing channels to enhance the channel's market penetration and competitive strength, thus contributing to the effectiveness, coordination and coverage of marketing activities. This article focuses on the marketing channel integration, takes the travel agency as an example to study the influence factors of channel performance and its impact path, in order to provide ideas for the implement of marketing channel integration.Base on the literature from the past, this article sums up the theories of marketing channel integration and puts forward three factors: environmental uncertainty, channel resources and channel relationships. And then innovatively introduce the integration inclination and integration behavior to the model as an intermediate variable and construct a unique affecting factors model of the marketing channel integration. Through the interviews with the travel agencies supervisors and analyzing the data of a questionnaire survey from 186 testers, we test the hypothesis model and vilified the model by the help of statistical analysis software of SPSS & AMOS, and ultimately figure out the concluded model. After analyzing the output results of AMOS, the research obtained the following conclusion:①Environmental uncertainty positively has a significantly direct effect both at the integration inclination,the integration behavior and the channel performance of the enterprises.②Channel resource also has a significantly direct effect at the integration behavior of the enterprises, but do not have direct effect on the integration inclination. And it also has some effects at the channel performance.③Channel relationship has a vitally direct effect both at the integration inclination and integration behavior of the enterprises. At the same time, it has some direct effects at the channel performance.④Both the integration inclination and integration behavior of the enterprises are important medium parts in the system of affecting factors together, and the integration inclination has a significantly direct effect at the integration behavior.Finally, according to the conclusion above, corresponding countermeasures aiming at implementing marketing channel integration strategy are put forward.