Study On The Impact Of "Guan Xi" On Use Of Channel Power In China

The theory of channel behavioral is one of the theme of marketing channel research. Studying the theory of channel behavioral is to establish sustainable, stable, efficiency and fast developed channel and then to let channel members can gain more benefits. Scholars pay more attention to the theory of channel structure and less to the theory of channel behavioral. The theory of channel power is the core concept of channel behavioral theories; it is a good point to study the theory of channel behavioral. Guanxi is an important variable for commercial activities and it is composed of three dimensions:Mianzi,Ganqing, Renqing.These three dimensions play different roles in commercial activities. Although some scholars have have explored the Guanxi between channel-boundary personnel of firms has an impact on their exercise of power, many of them measure Guanxi as a whole, Guanxi with the complexity and multi-dimensional characteristics cannot differentiate the different effect of different dimensions on the exercise of power. The channel conflict is a significant variable of the theory of channel behavioral, It has a growing problem of channel conflict with the improper use of power, but now Chinese and overseas scholars do not reach a consistent opinion about the effect of the exercise of power on channel conflict.as a result, it is time for solving the problem of the suitability of Western research findings about channel theories in china.Owing to the above findings of shortage and the aim of test the matter of the suitability of Western research findings about channel theories in china. This paper Summarize and analyse the literature the author divide Guanxi into three parts: Mianzi, Ganqing, Renqing and connect them and the exercise of power, also test the impact of the exercise of power on channel conflict under the context of sanitary fittings channel. So, getting the theoretical model and research hypotheses about the article. This paper takes the sanitary fittings industry in Dalian as a research background, collecting158applications. The study analyzes the collected data, of158valid questionnaires and come to the conclusion of this paper:manufacturers giving Mianzi to the distributorsor not do not directly relate with the exercise of power; the emotional closeness between the distributorsors and manufaeturers has a negative impact on the exercise of coercive power, has no significantly effeet on the exercise of noncoercive power; Attaching much importance to the Renqing will reduce the exercise of coercive power, decrease the exercise of noncoercive power; the exercise of coercive power will reduce the intensity of channel conflict and the exercise of noncoercive power has no significantly effeet on the channel conflict.This paper’s contribution has the following two aspects:first, Guanxi is divided into three parts:Mianzi,Ganqing,Renqing,testing the connection between these three dimensions and the exercise of coercive power. This provides a support of theories for exercising power reasonably, second, the author test the impact of the exercise of power on channel conflict under the context of sanitary fittings channel which provides a support of theory for reducing channel conflict, constructing a harmonious and effective channel relationship and is an attempt about the suitability of Western research findings in china.The research results also have great practical and guiding significance:As for distributors should know that Ganqing and Renqing have an impact on the exercise of power and attaching importance to the favor pattern, building a stronger relationship with each other will gain your favor and reduce the threat. For The Manufacturer, it is necessary to exerise the coercive power less for reducing the level of conflict in marketing channel relationship and improving the efficiency of the channel.