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论文类型：会议论文

发表时间：2010-01-01

收录刊物：CPCI-S、CPCI-SSH

页面范围：263-268

关键字：Offsetting Investments; Dependence; Long-term Orientation; Conflict

摘要：A small distributor who depends on the manufacturer's brands often may be in a weaker position in a quasi-integrated distributor channel. Therefore, this paper suggests that a small distributor can change his position and govern his dependence in the marketing channel by making offsetting investments which can build relationship with terminal customers. By investigating the exclusive agents of car brands and clothing brands in Dalian, we finally collect 191 available questionnaires. Using statistical analysis approaches, the empirical results show that a small distributor can manage his dependence, increase the manufacturer's long-term orientation, and decrease conflicts by offsetting investments.