Study on the Influencing Factors of Marketing Channel Integration

摘要：

The paper firstly establishes the influencing factor model and proposes a series of corresponding assumptions based on analyzing the key factors that influence marketing channel integration. Then it tests these theoretical hypotheses by questionnaire analyses and the structure equation model (SEM) method. And it shows environmental uncertainties, the channel resource factors, relationship factors have a positive effect on the integrate inclination, the integration behavior and channel performance. Finally corresponding countermeasures aiming at implementing channel integration strategy are put forward.

关键词： marketing channel integration influencing factors

作者: Zheng Shenghua Zhang Shasha

作者单位: Zhejiang University of Technology, P. R. China

会议类型: 国际会议

会议名称: The Thirteenth West Lake International Conference on Small & Medium Business(第十三届西湖国际中小企业研讨会 WLICSMB2011)

会议地点: 杭州

会议语种:英文

页码: 435-441

在线出版日期: 2011-10-15（万方平台首次上网日期，不代表论文的发表时间）