渠道行為對渠道關系質(zhì)量的影響實證研究.pdf

1、重慶大學碩士學位論文渠道行為對渠道關系質(zhì)量的影響實證研究姓名：康松林申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：何謙20070420重慶大學碩士學位論文英文摘要ABSTRACTAsmarketcompetitioncontinuestointensifymarketingbecomeoneofthemajorevensinenterpriseAsallimportantcomponentofmarketing，marketingchann

2、elsplayallincreasinglyimportantroleinmarketcompetitionThetimehascomemarketingchannelsGoodmarketingchannelsbecomemarketingmagicweapontowinthecompetitionTobeabletocontrolandstrengtheningthechannel，suppliersconstantlychangm

3、arketingstrategieswhileincreasinginvestmentchannelsButwhen，andonwhichactionCalleffectivelyencouragedistributorshasbeenthoughtbysuppliersThepaperswhichispositivepracticalvaluemarketingactivitiesstudiestherelationshipbetwe

4、enchannelbehaviorandqualityofchannelrelationshipgivesguidanceinimprovingchannelrelationshipFromtheperspectiveofsuppliers，thepaperthroughstudiesitsmainchannelbehaviortherolewhichplaysintheimprovementchannelrelmionsaspectr

5、ichalsohastheenornloBsimpetusfunctionregardingthechanneltheoryThepapersinreviewsinthefoundationwhichthedomesticandforeignscholarsstudyconstructsthechannelbehaviortothechannelrelationshipqualityinfluencestructuralmodelThe

6、papersproposedthechannelconflictbehaviorthechannelcommunicationbehaviorandthechanneladaptabilitybehaviortothechannelrelationshipqualityinfluencetheorysuppositionAtthes鋤etime，thepapersaccordingtothechanneltype，thecooperat

7、iontimedifferentalsoproposedtwocorrelationsuppositionsThroughinthequestionnairesurveywaycollectionenterprisemarketingactivitychannelcorrelationinformation，enablethisarticletheresearchtohavemoretargeted11幛papersinviewofCh

8、ongqingChengdusenterprisemarketingchannelessentialinformationpersoncarriesontheinvestigationUSeSfacetofacetheinterviewprimarilymethod，completesthemasterdatathecollectionwimSPSS、AMOSsot撕are，thepaperhascarriedontheinductio

9、nandthereorganizationtothedataandexaminesthedatatheletterandthevaliditythroughthehctoranalysis，thevarianceanalysis，BetweenSubjectsanalyzesandsoonthemethodsalternatelyconfirmssuppositionwhichproposedThroughstructuralequat

10、ionmodelanalysis，Wehavecometothefollowingconclusion：Thechannelconflictbehaviorhastheremarkablenegativeinfluencetothechannelrelationshipquality；Thechannelcommunicationbehaviorhastheremarkablepositiveinfluencetothechannelr