Chinese Manufacturer Relationship Research

With the rapid development of retail market around the world,the market power of large retail enterprises is becoming stronger and stronger.The emphasis of the research on the theory of the vertical restraints is shifted from the supplier to the retailer.The expansion of large retail enterprises and the vertical restraints on their upstream manufacturers is more serious and it has attracted high attention by most of the scholars,but they only analyze the formation of vertical restraint mechanism and welfare effects from the perspective of economics.There is a lack of the analysis of the impact of retailer-dominated vertical restraints on the retailer-supplier relationship quality from perspective of relationship between channel members.Based on a large number of domestic and foreign literature,this paper studies the impact of retailer-dominated vertical restraints on the retailer-supplier relationship quality from perspective of relationship between channel members.Through the establishment of the corresponding model,this paper provides the empirical evidence of negative impact of part of retailer-dominated vertical restraints on the retailer-supplier relationship and of suggestions to ease the conflict between the domestic retailer and supplier for the further study.This paper is divided into five parts as follows:The first part,introduction.Explain the research background,significance,content and innovation of this paper.The second part,review and summary of relevant theories.According to the theme of the thesis and the main research contents,this paper systematically reviews the related theories,such as the retailer's vertical restraints,retailer-supplier relationship and the measure model of retailer-supplier relationship quality.The third part,the construction of theoretical mode.At first,the paper analyzes the relationship between the retailer's vertical constraints and retailer-supplier relationship quality,and puts forward the hypothesis of the research.Then,based on the study of the relationship between the variables and the corresponding hypothesis,the theoretical mode of this paper is established.The fourth part,empirical research and hypothesis testing.The paper introduces the implementation process of the pre-questionnaire and the formal questionnaire survey,and uses the data to test the the quality of the evaluation scale,reliability and validity.And then analysis of all hypothesis testing is proposed in this paper using the survey data.The fifth part,the research discussion and suggestion.First,the basic conclusions of the thesis are summarized and discussed.Then,the reasonable suggestions for improving the relations are proposed according to the previous research results.At last,the paper points out the shortcomings of the paper and the possible future research directions.