An Empirical Study On The Relationship Between Power And Satisfaction Within Distribution Channels--Taking Telecommunications Enterprise As An Example

According to the "structure-conduct-performance"(SCP) paradigm, the study researches the relationship between power strategy and satisfaction within distribution channels in the telecommunications industry. To a certain extent, the study makes up for the lack of previous studies in the telecommunications industry,it has some theoretical value and practical value. Meanwhile, to consider the transfer of channel power nowadays, the study has the characteristics of the market development stage in the industry.This paper reviews the views of channel power and channel member satisfaction and their relationship held by domestic and international marketing scholars.According to actual situation of the telecommunications industry, the study proposes its model and hypotheses. Then, the study adopts the mature scale which domestic and foreign scholars has used and revises it for the certain industry.Then,the auther investigates the agents contracted to the China Unicom A branch to collect the research data. Further, the study uses the SPSS 16.0 to carry out the reliability and validity analysis, descriptive and inferential statistical analysis.The main conclusions are as follows:First, the preference of the use of channel power strategy of China Unicom A branch,in descending order according to frequency of use,is:suggest strategy,reward strategy,threat strategy,information exchange strategy,request strategy and legal strategy.Second,powers strategies and channel member satisfaction are significantly correlated.the coercive strategies will reduce the economic satisfaction and social satisfaction of the channel member.on the contrary,the non-coercive strategies will improve the economic satisfaction and social satisfaction.Third, part of the study variables are significantly different with the different levels on the control variables such as cooperation time, firm size and region.All study variables are not significantly different with the differect levels on the control variable such as sales ability.Finally, according to the study conclusions,the study puts forward some proposals to the use of power strategies for improving the satisfaction of channel member.