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.