Effect Of Channel Relationship Elements On Channel Conflict

In recent years,with the growing competition in the market,competition for market share in the marketing competition among enterprises is increasingly.Every company gain an advantage in building channels and stand out in the market whenever at home and broad,they all be researched,marketing has become a classic case.However,we have to face the fact that very few company can use the sales theory and business practice to business practice good,which channel conflict is a major problem for all company.As scholars in-depth theoretical study of marketing,there are many scholars relationship marketing focus on channels aimed at the relationship between behavior and channel relations,and has a relatively sound channels relational model and measurement scale,but on the relationship between the channel elements and the relationship between the channel conflict research has been scant.Therefore,this article attempts to channel relationships and channel conflicts both elements linked,combined with the reality of biological equipment industry,trying to identify the impact of the relationship between them,provide a reference for further study,and hope for the development and channel marketing theory has important practical significance in our practice.The main contents of this paper include the following aspects:(1)The relationship between elements of the channel dimensions constituted;(2)The main channel conflict thinking and behavior conflict;(3)Relational model of channel relationship with channel conflict between the two elements of the construction;(4)Positive and test channel relationships with channel conflict between the two elements of the relational model.In this paper,theoretical analysis and empirical analysis,research methods of qualitative analysis and quantitative analysis of the combination.Selected optional questionnaire as the primary method of data collection,literature review law as a method of data collection and analysis of secondary data.By using the above methods and research and related theory,we gave the following results:(1)Prior to this study demonstrate the same assumptions,the channel elements of the relationship of trust,commitment and satisfaction with the three dimensions of channel conflict are closely linked.(2)Channel conflict thinking positively correlated with conflict behavior.Conscious decision to act,by the above association of thinking and behavior of channel conflict analysis showed that the conflict of thinking and conduct of conflict significantly positive correlation that the larger conflict both cognitive differences,the possibility of conflict behavior is more pronounced;conflict behavior,the more strong thinking conflict.(3)The relationship between the elements and the channels of channel conflict significantly negatively correlated.Through the channel relationship factors and channel conflict correlation analysis,theoretical models and analysis results presented herein constructed with the actual discovery,confidence between the parties in the process of channel partners,the higher the commitment,the higher the satisfaction of both sides,conflict the probability is smaller;on the contrary,increase the probability of conflict.