| With the development of Internet technology, the new media rise rapidly. All kinds of information production become more conveniently, and quickly. Greatly enrich people?s information channels to get all kinds of news, access to information and explosive growth. New Media Marketing also came to prominence in the enterprise marketing, especially with the development of e-commerce, in some areas gradually replace the original way of marketing. Under the background of this kind of information explosion, improve efficiency of information communication between the channels and building information sharing mechanism is more important. Make the same level between upstream and downstream channel, between master relevant information effectively, improve the channel relationship and make channel members to the trust and recognition, increase channel capacity, become the target and focus between the marketing channel. At the same time, the channel relationship based on information communication and the effects of information sharing to channel performance is even more important. Accordingly, encourage channel member information sharing to improve the relationship between the channel and ultimately to improve channel performance, has become very important theoretical and practical problems.Many studies focus on the impact of ?Trust? on channel performance, on this basis, this article through the analysis of information sharing to channel relationship and the influence of channel capacity, to explore the model of how channel relationship and channel influence channel performance.By the questionnaire method, through spss19.0 analyze the collected data, build the theoretical model that information sharing as the independent variable, channel performance as the dependent variable, channel relationship quality as the intermediary variables, discusses the influence of channel information sharing to channel performance. |
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