Skip to main content

A study on influencing factors of channel alliance relationship of Chinese corporations


Channel alliance is regarded as the most advanced form of channel relationships. The extant literature mainly focuses on commitment, trust, communication and cooperation as influencing factors of channel alliance relationship. This paper empirically explores influencing factors of channel alliance relationship in Chinese enterprises, and their respective degrees of influence, particularly those of personal relationship and government administrative factors. Research hypotheses were tasted based on a survey of automobile vendors and dealers. Three most important influencing factors were identified “commitment and trust”, “communication and cooperation”, and “returns”.


渠道联盟被认为是渠道关系中最好的形式。 学术界对渠道联盟关系影响因素的研究主要集中在承诺、 信任、 沟通与合作等方面。 本文实证研究了影响中国企业渠道联盟关系的若干因素及其影响程度, 特别是探讨了私人关系和行政因素等的影响程度。


  • Anderson E, Weitz B (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(18): 17–30

    Google Scholar 

  • Anderson J C, Narus J A (1990). A model of distributor enterprise and manufacturer enterprise working partnerships. Journal of Marketing, 54(1): 42–58

    Article  Google Scholar 

  • Arias J T (1998). A relationship marketing approach to “Guanxi”. European Journal of Marketing, 32(1/2): 145–156

    Article  Google Scholar 

  • Besanko D, Dranove D, Shanley M (1999). 公司战略经济学 (The Economics of Strategy), 武亚军(译). 北京: 北京大学出版社

    Google Scholar 

  • Brouthers K D, Brouthers L E, Wilkinson T J (1995). Strategic alliances: Choose your partners. Long Range Planning, 28(3): 18–25

    Article  Google Scholar 

  • Davies H, Leung T K P, Luk S T K, Wong Y (1995). The benefits of “Guanxi”: The value of relationship in developing Chinese market. Industrial Marketing Management, 24(3): 207–214

    Article  Google Scholar 

  • Dixon D F, Wilkinson I F (1986). Toward a theory of channel structure, in Bucklin L P and Carman J (eds), Research in Marketing: Distribution Channels and Institutions, Vol. 8. Greenwich, CT: JAI Press

    Google Scholar 

  • Dwyer S (1994). International strategic alliances: Agency theory perspective. AMA Winter Educators Conference, 5: 175–182

    Google Scholar 

  • Grewal R, Dharwadkar R (2002). The role of the institutional environment in marketing channels. Journal of Marketing, 66(3): 82–97

    Article  Google Scholar 

  • Heide J B, Miner A S (1992). The shadow of the future: Effects of anticipated interaction and frequency of contact on buyer-seller cooperation. Academy of Management Journal, 35(2): 265–291

    Article  Google Scholar 

  • Hutt D M, Mokwa M P, Shapiro S J (1986). The politics of marketing: Analyzing the parallel political marketplace. Journal of Marketing, 50(1): 40–51

    Article  Google Scholar 

  • Landry J T (1998). Supply chain management: The case for alliances. Harvard Business Review, 76(6): 24–25

    Google Scholar 

  • Kumar N, Scheer L K, Steenkamp J, Benedict E M (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32(3): 348–356

    Article  Google Scholar 

  • Stern L T, EI-Ansary A I, Coughlan A T (2001). 市场营销渠道 (Marketing Channels). 北京: 清华大学出版社

    Google Scholar 

  • Lusch R F (1976). Sources of power: Their impact on intrachannel conflict. Journal of Marketing Research, 13(4): 382–390

    Article  Google Scholar 

  • Mohr J, Nevin J (1990). Communication strategies in marketing channels: A theoretical perspective. Journal of Marketing, 54(10): 36–51

    Article  Google Scholar 

  • Morgan R M, Hunt S D (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, (3): 20–38

  • Robicheaux R A, El-ansary A I (1976/77). A general model for understanding channel member behavior. Journal of Retailing, 52(4): 13–32

    Google Scholar 

  • Vanhonacker W R (2004). Guanxi Networks in China. China Business Review, 31(3): 48–53

    Google Scholar 

  • Williamson O (1985). The Economics Institutions of Capitalism. New York: Free Press

    Google Scholar 

  • 白 世贞, 王 晔丹 (Bai Shizhen, Wang Yedan) (2006). 基于熵的供应链道德风险的内涵研究 (Nature of the moral hazard in the SC based on entropy theory). 物流技术, (2): 49–51

  • 陈 洁, 吕 薇, 崔 鸿 (Chen Jie, Lü Wei and Cui Hong ) (2005). 营销渠道战略联盟形成动因研究 (Research on the changing factors of the formation of marketing channel strategic alliance). 上海管理科学, 27(1): 30–32

    Google Scholar 

  • 韩 薇, 席 酉民 (Han Wei, Xi Youmin) (2001). 关系: 中国商业活动的基本模式探讨 (Is Guanxi a model of China’s business?). 西北大学学报(哲学社会科学版), 31(1): 43–47

    Google Scholar 

  • 贺 艳春, 周 磊 (He Chunyan, Zhou Lei) (2004). 论营销渠道战略联盟中相互信任问题 (Mutual trust in the marketing channel strategic alliance). 商业经济与管理, (11): 30–34

  • 李 忠鹏 (Li Zhongpeng) (1998). 企业联盟(Enterprises Alliance). 成都: 天地出版社

    Google Scholar 

  • 刘 宇伟 (Liu Yuwei) (2002). 营销渠道理论发展及其重心演变 (The theoretic development and the evolvement of marketing channel). 审计与经济研究, (9): 57–59

  • 杨 国枢 (Yang Guoshu) (1995). 本土心理学研究 (Study on Local Psychology), 来自组织心理与行为 (Organizational Psychology and Behavior). 台北: 台湾桂冠图书公司

    Google Scholar 

  • 杨 慧 (Yang Hui) (2003). 论流通渠道战略联盟实施的几个难点 (On a few difficult points of circulation strategy alliance implement). 江西财经大学学报, (6): 32–36

  • 赵 延昇, 董 玉芳 (Zhao Yansheng, Dong Yufang) (2001). 建立产销战略联盟—关于通路创新的思考 (Establish the produce-sales alliance—Reflects on channel innovation). 乡镇经济, (9): 29–30

  • 庄 贵军, 席 酉民 (Zhuang Guijun, Xi Youmin) (2004). 中国营销渠道中私人关系对渠道权利使用的影响 (Impact of personal Guanxi on exercises of power in China’s marketing channels). 管理科学学报, (6): 52–62

Download references

Author information

Authors and Affiliations


Corresponding author

Correspondence to Tao Chen.

Additional information


Translated from Nankai Guanli Pinglun 南开管理评论 (Nankai Business Review), 2006, 6(1): 42–48

Rights and permissions

Reprints and permissions

About this article

Cite this article

Chen, T., Pan, Z. A study on influencing factors of channel alliance relationship of Chinese corporations. Front. Bus. Res. China 3, 323–341 (2009).

Download citation

  • Published:

  • Issue Date:

  • DOI: