An Empirical Study On Marketing Channel Management Of Industrial Products

China's industry field is now in a critical period of development and is faced with severe internal and external economic environment.The global economy continues to slump,and international demand decreased.China's economy has entered a period of new normal as well.The industry is facing rapid technological development,and domestic market competition intensified.Whoever wins the channel wins the market.For the industry manufacturers of China,they can have low cost,high efficiency core competitiveness by means of strengthening marketing channels layout and management.In order to analyze the factors that influence the satisfaction of distributors in industry,this paper refers to the basic analysis model of behavioral theory 'structure-behavior-result',then establish a hypothesis model 'channel structure-channel behavior-channel result'.The hypothesis model was tested through a questionnaire survey involving variables such as depeandence,cooperation,trust,commitment and satisfaction from a dealer's perspective.Carrying out the questionnaire survery involving 62 industrial products dealers,the study found that the channel structure influences the channel behavior,and affected the results of the channel then:the dependence structure of channel has positive influence on channel cooperation structure;the channel cooperation structure also influences the trust behavior and commitment behavior of the distributors;The dealer's trust behavior has a positive impact on the satisfaction of the manufacturer..Corresponding suggestions are forwarded to increase the channel satisfaction according to the result of the study:the manufacturer should select suitable dealers in the channel development stage;focus on dealers' interests,dynamically manage the channel relationship,establish partnership channel relationship.The research of this paper can be used for reference and guidance to channel relationship management in domestic industry field.