Empirical Study on the Relationship among Channel Influence Strategies, Channel Satisfaction & Channel Performance of Automobile Industry

The manufacturer can influence the satisfactory degree of channel members with the use of influence strategies,so as to the development of channel relationship and the performance of channel system.Based on the existing literature review,this paper put forward a relationship model of influence strategies,channel satisfaction and channel performance.The data from distributors as Changfeng are used to test the model.The results indicates that compulsory strategies will reduce distributors' economic and social satisfaction;which will be improved when noncompulsory strategies are often used.When distributors' economic satisfaction has been improved,the same thing will happen to their channel performance,meanwhile,there is no significant influence to their social satisfaction.