The Empirical Research On Relationship Between Driving Factors Of Channel Integration And Innovation Model

With the rapid development of world economy, the competitive situation of internatinal and domestic has undergone great changes. Technology innovation has more effect on the progress of a country or a nation. Similarly, if an enterprise wants to deal with the fierce competition and complex environment freely, it must make innovations. Enterprises must analysize the advantages and disadvantages of their channels and optimize the channel structure. In such an innovative times, channel integration will be combined with innovation. So it is important for the enterprise to discuss what kind of relationship between channel integration driving factors and the choice of innovation model.First,the object of marketing channel,channel integration and innovation mode are definited based on the marketing channel theory and technological innovation theory.Then the article analyzes the driving factors of integrated channel and innovation model, and summerizes the driving factors for operational resources, create value,resource integration,and value galaxy,innovation model to radical innovation and inrremental innovation, constructed the empirical concept model, put forward the hypothesis of this article. Finally, according to the empirical data obtained through questionnaire survey, the paper verifies and analyzes its hypothesis by using SPSS17.0 software for descriptive statistics analysis, linear analysis, correlation analysis,and regression analysis. The results show that the four driving factors of channel integration are in favour of inrremental innovation. Value constellation can encourage enterprises to carry out radical innovation operational resources.However,value co-creation is not conducive to enterprises to select radical innovation,and the effect of resource integration for radical innovation is not obvious.