An Empirical Study On Relationship Marketing Orientation, Influence Strategy And Outcome In Marketing Channel

The relationship between suppliers and distributors has a direct effection on the competitive advantage of enterprises in marketing channel. It has became central issue in marketing academia. This thesis mainly studies the relationship among relationship marketing orientation, channel influence strategy and channel influence outcome from the perspective of distributors under the background of China, which in order to provide channel members proposals to handle and improve the relationship more and more better.The-variables studied in this thesis involve relationship marketing orientation, channel influence strategies and channel influence outcome. On the basis of previous literature, each of variables is divided into different dimensions in order to conduct meticulously study. Specifically, channel influence strategies consist of threat strategies, commitment strategies and non-coercive strategies. As to channel influence outcome, channel satisfaction consist of economic satisfaction and non-economic satisfaction; quality of channel relationship consist of calculative commitment, affective commitment and channel conflict; channel performance consist of role performance and economic performance. This thesis takes relationship marketing orientation, channel influence strategy and channel influence outcome as a whole system to study the mutual and integrated relationship of them. This thesis mainly study the relationship between relationship marketing orientation and channel strategy, and the relationship between channel strategy and channel influence outcome, and the relationship between relationship marketing orientation and channel influence outcome, and whether channel influence strategy is a medi-variation between relationship marketing orientation and channel influence outcome.We obtain the following results through questionnaires and data analysis. Firstly, relationship marketing orientation has a significantly positive effection on non-coercive strategies. Secondly, non-coercive strategies have a significantly positive effection on economic satisfaction, affective commitment, role performance and economic performance, non-coercive strategies have a significantly negative effection on calculative commitment; Threat strategies have a significantly negative effection on non-economic satisfaction and role performance, threat strategies have a significantly positive effection on calculative commitment and channel conflict; commitment strategies have a significant positive effection on economic satisfaction, economic performance and calculative commitment. Thirdly, relationship marketing orientation has a significantly positive effection on economic satisfaction, the non-economic satisfaction, affective commitment, role performance and economic performance. Finally, non-coercive strategies are a medi-variation between relationship marketing orientation and economic satisfaction, affective commitment, role performance and economic performance.