渠道關系、渠道行為與渠道績效的相關性研究.pdf

1、河北大學碩士學位論文渠道關系、渠道行為與渠道績效的相關性研究姓名：王偉申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：沈占波2011-05Abstract IIAbstract The importance of marketing channel grows, the power of channel members changes, the channel conflict sharpens. In this circumstance,

2、the study on channel relationship, channel behavior and channel performance is of value. The definition of channel relationship is neither an equivalent of marketing relationship in the west world nor counterpart of Chin

3、ese personal connection, which is composed of dimensions of control, information and trust. The channel behavior paradigm concludes conflict and cooperation. Channel performance is a composite index measures the effects

4、in customer, financial, business process and growth. The dissertation concerns on correlations on channel relationship, behavior and performance. The literature review and empirical study methods are used. The definitio

5、ns, compositions, functions and connections of channel relationship, channel behavior and channel performance are studied in literature review. The dimensions of relationship and connects of relation, behavior and perfor

6、mance is combine in a conception model. The following step of empirical study is hypothesis generating, questionnaire design, survey, data analysis and hypothesis testing. The correlations between information and coopera

7、tion, between information and performance, between cooperation and performance are all significant. The three dimensions of channel relationship are correlated with each other. So the information and cooperation are posi

8、tive to performance while trust and control are indirectly promotes cooperation and performance. The correlation among trust, conflict and performance is not significant, which suggests that to distinguish functional con

9、flict and dysfunctional conflict is necessary. Some countermeasures on enhance communication, cooperation and positive conflict management are given at last. Key words Marketing channel Channel trust Channel behavior