| Over the past four decades,China’s economy is growing rapidly,the new business model is rapidly changing the old business form.Competition between old and new business forms is increasing.At the same time,globalization has become the theme of this era.Due to the open foreign economic policies of the world,companies have to face competitors from all over the world.In this context,the external environment facing enterprises is becoming more and more complex.In the past,companies rely on production and sales that can survive,and now this time is gone.The marketing practices of the new era continue to emphasize the importance of meeting consumer needs.On the other hand,with the continuous development of the Internet,such as New Media Marketing,Large Data Marketing,SEO Marketing and other innovative marketing tools are emerging.This situation requires companies to make the right choice in a variety of marketing methods and being able to detect the marketing tools used by competitors and make the right response.These two changes mean that companies must be able to control the market information in a timely and precise manner.However,in the actual business process,the acquisition of market information is more difficult.Take the manufacturer as an example,because the manufacturer is through the dealer to establish contact with the market.Contrast with the dealer,they are difficult to obtain information on market changes timely.It’s clear that manufacturer cannot grasp the needs of the consumer as accurately and specifically as the dealer,because the dealer has a lot of opportunities to directly contact and observe the consumer.In this context,companies have an urgent need for a way to help them quickly access the information they need,and Marketing Channel Voice Behavior is one way.Marketing Channel Voice Behavior mean that company takes the initiative to make constructive comments to the channel partners for improve the status quo.It can help channel members get information that is helpful to their own development from channel partners.However,the main concern about the research on Voice Behavior is Voice Behavior within the organization.The existing literature of inter-organizational voice behavior has not given sufficient attention.In view of this,this paper is committed to researching Marketing Channel Voice Behavior and in-depth study of its impact mechanism。Based on the social network theory as the theoretical basis,this paper focuses on the influence of the various dimensions of the relationship strength on Marketing Channel Voice Behavior,At the same time,it studies the influence of Marketing Channel Voice Behavior on channel performance.In this paper,a total of 178 valid questionnaires were collected from the furniture dealers.We use the statistical analysis software SPSS24.0 and Amos21 to analyze the data.Based on the regression analysis of the data,this paper examines the research hypothesis and draws the following conclusions.First,the affect of relationship length on Marketing Channel Voice Behavior is not significant.Mutual Confiding has significant negative impact on Marketing Channel Voice Behavior.Reciprocal Services and Emotional Intensity have significant positive impact on Marketing Channel Voice Behavior.In addition,Marketing Channel Voice Behavior has a significant positive impact on the relationship performance and the economic performanceThe theoretical contribution of this paper lies mainly in the following points:First,we have conducted an empirical study on Marketing Channel Voice Behavior and enriched the theory of Channel Behavior.Second,we study Voice Behavior which Organizational Behavioral is studying in Channel scenario.This makes the application of Theory of Voice applied to a broader field.The conclusions of this paper have some management implications for the channel members.First,if a channel member wants to be given advice,it can increase Marketing Channel Voice Behavior by increasing Emotional Intensity and Reciprocal Services between with it’s business partners.Second,for channel members,it is helpful to help channel partners to identify problems and obtain information.and to advise them on their business conditions in a timely manner,not only to improve the operation of the other party,but also to enhance their economic performance while enhancing Channel partner relationship.Second,for channel members,it’s a idea to help channel partners to identify problems.access to information and.timely advice on their business conditions.This is not only conducive to business partners to improve the operation,but also help to enhance their own economic performance and the relationship with the channel partners,Channel performance... |
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