The Impact Of Channel Leadership On Channel Communication

With the continuous economic development, marketing channels occurred to profound changes in the field. The increasingly fierce competition for control, channel conflict and opportunism opportunity are prevalence in Channels. However, whether foreign or domestic scholars still focused on study to the channel power and channel structure constructed. The owner of the channel power and channel leaders are gave very little attentions. Meanwhile, the channel communication as a "glue" to run the channel all aspects is important in channel. Therefore, this article will examine the key back into the channel leadership, the leadership of the three dimensions of channels (support leadership, participate leadership, oriented leadership) the manner in which communication with the channel members and the impact of channel on channel members' satisfaction has important theoretical and practical significance.In this paper, a more comprehensive review of channel leadership, channel communication and channel satisfaction based on the theory, put forward the theoretical framework of the article and the related assumptions proposition. In the study, based on a survey approach to the dealer and the relationship between the major suppliers for the study, collected 144 Dalian dealers of furniture stores data, tested the impact of channel leadership on channel communication, the impact of channel communication on channel satisfaction.The main conclusions of this study are:First, support leaders tend to use informal channels of communication with member communication, participate leadership tend to use formal and informal channels of communication to communicate with the channel members, the oriented leadership tend to use formal communication with members to communicate. Second, the formal communications have a positive impact on economy satisfaction, informal communication have a positive impact on the channel members satisfaction. Third, the channel leadership has a positive impact on channel member economic satisfaction and relationship satisfaction. The contributions of this paper have the following:First of all, this paper, for the first time in Chinese literature in the validation of different channel leadership behavior of the channel member will use a different way of communication. Secondly, this paper tests the communication channels in the channel satisfaction, found that after the effects of using informal way of communication and channel members can increase the channel member economic satisfaction and relationship satisfaction, but use formal way of communication with communication channel members are will only add to channel member economic satisfaction. In addition, this paper also found that channels to channel satisfied with leadership and found that the influence of the participate leadership, support leadership and directive leadership has a positive effect on channel member economic satisfaction and relationship satisfaction. Third, due to channel the leadership and the domestic communication channels of literature, this paper in relatively few of leadership and channel for communication channels based on a review of related literatures, the empirical analysis of results, enriches and develops the leadership and channels of communication channels theory research and provides a new perspective of research..Finally, according to the conclusions of this study, the marketing channels in the channel leading make management recommendations, and pointed out the deficiencies of this study and future research directions...