Research On The Impact Of Manupact Of Manufactuer Channel Power On Channel Relationship Quality

It becomes more and more important how to establish and maintain a long and close relations of cooperation among various enterprises.The use of channel power is an important way of channel relationship maintenance,however different channel power for channel relationship maintenance effect also is not the same,in the agricultural materials of chemical fertilizer industry sales chanmels,manufacturers with different properties of channel power for the effects of the channel relationship maintenance is not the same.Based on the carding and induction channel power and channel relationship quality on the basis of relevant theories,explored the theoretical framework of this study and put forward the research hypothesis;Combining with the characteristics of the object of study and research of the existing scale,enriched and changed the scale of channel power and channel relationship quality;Select fertilizer sales channel of dealers as the research object,in Liaoning province Shenyang,Yingkou,Dalian,Jinzhou,out 178 questionnaires,recycling effective questionnaire 142;Using SPSS 18.0 and AMOS 18.0 statistical software for data reliability and validity analysis,correlation analysis,regression analysis and the analysis of the interaction.Empirical study results show that the mandatory channel power for channel relationship quality have a significant negative impact,non-mandatory channel power significantly positive influence on channel relationship quality,and fertilizer dealers management can be adjusted by the nature and the annual turnover for channel relationship quality the influence of channel power.According to the result of hypothesis test,the quality of channel power and channel relationship marketing model is revised,and put forward in view of the fertilizer manufacturer's market strategy,for the rural fertilizer manufacturer sales marketing strategy to provide the basis.