Researchonthe Influenceof Sales Channel Powerand Relationship Qualityon Channel Performanceof Shanxi Province’s Vinegar

Shanxi Province,as the production base of aged vinegar in China,has strong advantages in both historical origins and production techniques.Vinegar industry is one of the pillar industries for rural revitalization in Shanxi Province,with great development potential.Faced with the severe situation of the current epidemic,rational marketing channels are playing an increasingly important role in the market.Wholesalers and retailers have gradually become the main roles in the sales channels of the aged vinegar industry,and the aged vinegar industry has also realized that good marketing channels require strong cooperation between wholesalers and retailers.However,throughout the development process of vinegar industry in Shanxi Province,it is found that channel competition has become increasingly fierce,and the abuse of channel power directly leads to the deterioration of sales channels,thereby affecting channel performance.This requires efforts to address the issue of channel power in Shanxi Province’s aged vinegar.Wholesalers,as the main members of channel relationships,can establish stable cooperative relationships with retailers and improve the quality of channel relationships between various entities by making reasonable use of channel power.Wholesalers can promote the healthy development of wholesale and retail relationships by correctly guiding the behavior of retailers,thereby improving the channel performance of the aged vinegar industry in Shanxi Province.This thesis combines domestic and foreign research trends,and uses literature analysis to start with the research results of marketing channel models,structures,and channel subject relationships.It distinguishes the concepts of agricultural product marketing channels,channel power,channel relationship quality,and channel performance.It elaborates on channel behavior theory,commitment trust theory,and transaction cost theory,based on existing literature and theories,starting from the perspectives of wholesalers and retailers,this thesis constructs a theoretical model and research hypotheses on the impact of channel power and relationship quality between wholesalers and retailers on channel performance through sorting and summarizing,and conducts empirical analysis.The research results indicate that there is an inevitable connection between the sales channel power and channel performance of Shanxi Province’s aged vinegar.Wholesalers’ mandatory channel power has a negative impact on the quality of channel relationships and channel performance,while non mandatory channel power has a positive impact on the quality of channel relationships and channel performance.Based on the above research conclusions,this article proposes countermeasures and suggestions for wholesalers to use channel power from the following four aspects,in order to promote the healthy and stable development of Shanxi Province’s aged vinegar industry.Firstly,optimize the allocation of enterprise talent resources and strengthen the operation of wholesaler channel power;Secondly,build an information exchange platform between wholesalers,strengthen information sharing among wholesalers,and create a good operational relationship;Thirdly,establish a quality flexible channel relationship and a long-term mechanism for stable wholesale and retail cooperation;Fourthly,increase resource investment and improve enterprise channel performance to promote the development of Shanxi Province’s aged vinegar industry.