The Empirical Research Of The Mechanism Of Effect On Marketing Channel Power And Relationship Quality

With the increasingly fierce market competition， marketing activities areincreasingly being valued by enterprises， as an important part of marketing，the roleof marketing channels is also growing．Channel theoretical study has two main areas：First，to study the channel structure，how to form the channels，what constitutes theefficiency of the channel，how to design the channel；Second，to study the channelbehavior，explore how to recognize channel members，establish and process channelsrelationship．Marketing channel power is the new research direction discussed in thetheory of channel behavior of channel to discuss channel relationships，channelrelationships is the focus of today’s marketing research，the different ways used by thechannel power will not only affect channels operating efficiency，but also affect thequality of channel relationships．What the article choose the mechanism of effect onmarketing channels power and relationship quality has important theoretical andpractical significance．The article takes the insurance industry as an empirical example to study themechanism of effect on marketing channels power and relationship quality throughthe perspective of insurance clients．The article hope to provide a reference value forthe channel members how to properly exercise channel power and to improve therelationship quality．The article determine the key elements of channel power andchannel relationship by means of theoretical analysis，channel power constitutecoercive powers and non-coercive power， the quality of channel relationshipsincluding trust，satisfaction，commitment．Which the trust consists of goodwill trustand ability trust，commitment constitute the financial commitment and emotionalcommitment．The article mainly through a sort out and summarize the previous literature findings as the theoretical basis of the follow-up research．and defined the concept ofvariables involved in this study Then it is based on previous research results andrelevant understanding to establish the research model on the mechanism function ofchannel power and relationship quality．To propose research hypotheses of thisresearch，through the questionnaire design and survey to collect data．Then，usingSPSS13.0software to analyze data and to verify underlying assumptions and providea scientific basis for hypothesis testing．Finally，draw conclusions of this study andthen pointed out the limitations of the study and future research prospects．The main research achievements are as follows：The use of mandatory channelpower and the correlation of the channel relationship quality are not significant；non-mandatory channel power of trust in the quality of channel relationships，satisfaction，commitment to three elements have a positive effect of varying degrees：professional information rights with the recognition right to reward，satisfaction，ability to trust has a significant positive correlation；recognition award rights andgoodwill trust，the ability to trust，affective commitment has a significant positivecorrelation．Satisfaction and goodwill trust，the ability to trust is positively correlated；goodwill trust and ability to trust，affective commitment is positively correlated；economic commitment and positively related to affective commitment．According to the above empirical results， the article draw the followingconclusions: the channel power is a double-edged sword．the channel power inchannel relationships should be given adequate attention and correctunderstanding．The proper use of channel power especially non-coercive powers isvery important，the use of channel power can improve and enhance the quality ofchannel relationships；channel relationship quality has a decisive role in the channelvalue，the relationship between quality improvement is conducive to enhance thechannel value．...