Abstract
Based on the relationship marketing theory and channel asset theory, this paper constructs a conceptual model of relationship marketing orientation and relationship governance mechanism on channel assets. Based on the analysis of the data of 212 manufacturer research samples, this paper examines the model empirically. The results show that under the environment of Chinese marketing channel, the manufacturer's relationship marketing orientation has a significant role in promoting the joint problem solving dimension of adopting relational governance. The relational governance mechanism can promote the channel assets significantly, and the relationship marketing orientation of the enterprise can significantly improve the channel assets. Conclusion of this paper enlightens the enterprises to use the relationship marketing strategy to construct the channel assets. Enterprises should not only attach great importance to the driving role of relationship marketing orientation, but also to the promotion role of relational governance, so as to promote channel assets scientifically, thus forming competitive advantage.
| Translated title of the contribution | Relationship Governance Mechanism and Channel Assets: the Role of Relationship Marketing Orientation |
|---|---|
| Original language | Chinese (Simplified) |
| Pages (from-to) | 86-94 |
| Journal | 商学研究 |
| Issue number | 3 |
| Publication status | Published - Jun 2018 |
Bibliographical note
Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).Research Keywords
- 关系型治理机制
- 关系营销导向
- 渠道资产
- relationship governance mechanism
- relationship marketing orientation
- channel assets