Research On Remedial Strategies Of Destructive Acts In Channel Relationships

Marketing channel is built by the interdependent channel members, but the targets of interest among members are different. The channel must exist some destructive acts, which hinder other members'development or operation. Channel members'behaviors have an effect on marketing channel relationships. Destructive acts in marketing channel relationships can cause relationship problems, and even cause severe channel conflict, leading to the relationship to an end. It's important for marketers to make clear destructive acts in marketing channel relationships. It's helpful to manage marketing channel to build strong channel relationships better, and improve the channel performance. In previous study, some western scholars have studied on the destructive acts in channel relationships and some papers have been published. However, there are still not enough attentions to destructive acts in marketing channel relationships in China.Based on the reviews related to domestic and foreign researches about destructive acts, this study classifies the destructive acts, analyzes other members' response acts, and further analyzes the cause and consequences of the destructive acts. Next, the study points proposed remedial strategies of the destructive acts, including the following: the remedial strategies based on the emergency measures, the remedial strategies based on the long-term mechanism, the remedial strategies based on the objective factors, the remedial strategies based on the subjective factor. Then, this study takes examples of the supplier's destructive acts to dealers, and after that the supplier takes a certain remedial strategies, doing empirical analysis of remedial effectiveness.On the research stage, based on the study of other scholars and pretest research, a formal scale came into being. Through the questionnaire and scenario simulation, this study surveys dealers from a drinks company.187valid responses have been back. After analyzing the data from them by descriptive analysis, the average analysis and T test with SPSS, some conclusions have been drawn out:(1)After encountering the supplier'destructive acts, dealers'satisfaction and re-cooperation are notable dropped. That means destructive acts will destroy channel relationships.(2)After the destructive acts, the supplier takes some remedial strategies to dealers. The dealers'satisfaction and re-cooperation are apparent recovered. It means that remedial strategies pointed by this study have certain remedial effectiveness, and have the practical significance.