Research On Relationship Among Channel Power,channel Relationship Quality And Channel Performance Of Xianli In Hebei Province

Hebei Province is the core production area of fresh pears in China and has strong advantages.As one of the important industries of rural economy in Hebei Province,the fresh pear industry has huge industrial potential.Facing cruel market competition,the position of sales channels in the competition has become increasingly prominent.In the fresh pear industry's marketing channels,fresh pear wholesalers and retailers have gradually evolved into major channel system members.Therefore,as a strong competitive advantage for enterprise development,the key to better resource sharing is to build a good channel relationship network.Channel power is an important part of channel relationship research.In order to build a high-quality channel network,enhance the competitive advantage of the channel,and achieve a win-win situation for both parties,the wholesaler,one of the main members of the marketing channel,constantly conducts market exploration,increases channel investment strength,continuously strengthens its own advantages,and gains strong channel power.To manage and control marketing channels.How to use channel power in the process of establishing a strong cooperative relationship with retailers to better guide retailers' behavior,improve channel performance,and achieve a win-win situation.Therefore,how channel power affects channel performance is worth studying.This article takes the marketing channel of fresh pear industry in Hebei Province as the research object,adopts empirical research methods,and looks at the wholesaler-retailer in the fresh pear channel as the perspective.First,it sorts out and summarizes the relevant literature and theories,then the channel relationship between power,channel relationship quality,and channel performance is elaborated,and then the influence of wholesaler channel power on channel relationship quality and channel performance is explored.Based on this,the internal mechanism of the three is studied.Explore the impact of channel power on channel performance.The questionnaire survey was used to investigate the wholesalers and retailers in Hebei Fresh Pear Channel and other related companies.Based on this,the research model of this paper is proposed,the research hypothesis is made,and the reliability,correlation,validity,and regression of the data are analyzed using SPSS20.0 software to verify whether the hypothesis is true.Finally,the research conclusions of this paper are drawn,the limitations and future prospects of the research are put forward,and suggestions are made for improving the channel relationship and further enhancing the performance of the pear industry in Hebei province.The empirical research results in this paper are as follows: mandatory power of wholesalers has a negative impact on channel relationship quality and channel performance;non-mandatory power has a positive impact on channel relationship quality and channel performance;trust and commitment in channel relationship quality affect channel performance.There are significant positive effects.