An Empirical Analysis Of The Effect Of Relationship Factors On Channel Performance Based On Dual Perspective

As the market competition is gradually transferred from product competition to channel competition, channel performance has become a key factor in channel construction. At the same time, researchers at home and abroad have put a high value on the relationship since relationship marketing was born, and generally believe that relationship has a great influence on the performance. However, the relationship has a unique meaning in China, that the Wests still use the word "Guanxi" to describe Chinese relations. Therefore, it is necessary to make a new understanding and recognition about the influence of the relationship and performance.Based on the model proposed by Gu, Hung and Tse, this paper mainly focus on the influence of Guanxi and channel performance in China. During the course of analysis, the communication strategies are introduced as an internal intervening variable, and the environmental volatility is introduced as an external moderator variable, to explore how the two variables affect the channel construction.This thesis adapts the way of combination of theory and practice, investigation and literature review. Firstly, the literature research methods were taken to determine the specific research ideas, build a research framework of channel performance relationship, and put forward the further reasonable hypotheses. Secondly, by using a questionnaire, this survey collects 72 valid samples from the sales groups. Thirdly, the survey data has been processed by reliability and validity analysis, correlation analysis and regression analysis with empirical method, and draw the important conclusion: environmental volatility will have negative effects on Guanxi and channel performance, and the choice of communication strategies helps to improve the performance of channel. Finally, according to the conclusions, the article provides some management recommendations about channel creation.