Research On The Relationship Between Channel Conflict,Channel Relationship Quality And The Channel Performance Of Fresh Pear In Hebei Province

Hebei province is a large pear production province.In the national export provinces,the export volume of Hebei province fresh pears ranked top.With the increasingly fierce market competition,fresh pear enterprises in Hebei province gradually realize that the effective marketing channel management is a good condition for their long-term competitive advantage.However,with the intensification of channel competition,this causes the channel conflict problem to highlight,the channel conflict may affect the channel performance,so solving the problem of fresh pear channel conflict in Hebei province could effectively alleviate its unsalable predicament,therefore the solution to the conflict of the marketing channel of fresh pear in Hebei province is the necessary condition to ensure the healthy development of its fresh pear industry.Different from the channel conflict of the general consumer goods market,this paper is based on the field of fresh agricultural products marketing channel and takes the fresh pear industry of Hebei province as the research object.As fresh pear is a kind of fruit products,the demand for storage and preservation is higher,and the seasonal change of production and operation is larger,and the producers and operators cannot control it completely,so compared with other kinds of product channel management,the management of fresh pear marketing channel in Hebei province is more difficult,the conflict of channel members is more frequent.Therefore,the research on its channel conflict represents some other kinds of product channel conflict.This research collects the channel information of wholesalers and retailers in the marketing channel of fresh Pear in Hebei province through questionnaire survey,and explores the influence of two types of conflict between channel members on channel relationship quality and how to influence channel performance.At the same time,it explores how constructive conflict,one of the types of channel conflict,affects channel relationship quality under the regulation of conflict frequency.Based on the research of a large number of literatures and related theories,this paper puts forward the conceptual model and correlation hypothesis of the research,and analyzes the reliability,validity,correlation analysis,regression analysis,intermediary effect and regulation effect of the questionnaire data to demonstrate the establishment of the relevant hypotheses.Finally,this paper draws the following conclusions:(1)The constructive channel conflict between wholesalers and retailers in the fresh Pear marketing channel of Hebei province has positive influence on channel relationship quality,and the constructive channel conflict has positive influence on channel performance;(2)Destructive channel conflict has negative influence on channel relationship quality,and destructive channel conflict has negative influence on channel performance;(3)Channel relationship quality plays a full mediating role between channel conflict and channel performance;(4)The frequency of conflict plays a partial regulatory role in the positive impact of constructive channel conflict on the quality of channel relations.Finally,according to the analysis results,the paper puts forward some suggestions to improve the channel conflict and improve the channel performance of the fresh pear industry in Hebei province.