Research On The Influence Of Fresh Pear Channel Behavior On The Quality Of Channel Relationship In Hebei Province

Pear industry is an industry with high degree of fruit industrialization and obvious advantages in Hebei province.At present,pear industry has become one of the pillar industries of rural economic development in Hebei province.Its overall development presents a good trend,but it also faces increasingly fierce market competition.In the marketing channels of pear industry,a channel system structure with wholesalers and retailers as the main channel members has been gradually formed.Under this background,having good marketing channel relations has become a magic weapon for enterprises to win the competition.It can realize resource sharing and complementary advantages,and build enterprises' continuous competitive advantages.Therefore,in order to promote the formation of good channel relations,wholesalers constantly change their marketing strategies and increase channel investment.However,it has always been a question for wholesalers to consider when and what channel behaviors can effectively motivate retailers and establish a good channel relationship with them.This paper takes the marketing channel of fresh pear cultivars in Hebei province as the research object,using the method of empirical study,with fresh pear main members of the marketing channel-the perspective of wholesalers and retailers,through the way of questionnaire survey to investigate wholesalers,retailers and related enterprises of fresh pear in Hebei marketing channel,reveals its channel behavior between channel members(mandatory the use of channel power and non-mandatory channel power,communication channels)on the impact of channel relationship quality.This paper combing and summarizing the related theory and literature first,as the theoretical basis for subsequent research and analysis,and then this study involved variables to define concept,and based on the research achievements of relevant scholars about channel behavior research,build the model of the impact of relationship quality,accordingly put forward in this paper,the research hypothesis,through questionnaire design and investigation,using SPSS19.0 software to analyze data,through the reliability analysis,validity analysis,correlation analysis and regression analysis,to verify the hypothesis of wholesalers and retailers in the marketing channel of fresh pear in hebei province situation is set up.At last,this paper draws the conclusion of the study,proposes the limitations of the study and the prospect of future research,and puts forward Suggestions for improving the channel behavior and improving the quality of channel relationship in hebei fresh pear industry based on the analysis results.The empirical research results of this paper are as follows :(1)the use of mandatory channel power by wholesalers in fresh pear marketing channels in hebei province has a negative impact on the quality of channel relationship;(2)the use of non-mandatory channel power has a positive impact on the quality of channel relationship;(3)channel communication has a positive impact on the quality of channel relationship.