Long-term orientation and its influential factors: An empirical study based on different types of distributors in China mobile phone market

Based on previous research achievements of marketing channel relationship and the status of channel relationship of China mobile phone market, the authors develop a conceptual model of influential factors of long-term orientation of channel relationship. Using data from a nationwide survey of 344 mobile phone distributors we test the effect of seven factors (Reputation, Specific Investment, Communication, Coercive Strategies, Non-coercive Strategies, Inter-personal Relation, Product Performance) on distributors´ long-term orientation. The result shows that product performance, coercive strategies, specific investment, non-coercive strategies and reputation are positively related with long-term orientation. Then the 344 mobile phone distributors are divided into three types (Chain stores, Mobile communication operators, Conventional agents). The result of regression analysis shows that a distributor´s long-term orientation is affected by different factors for different types of distributors. It would be helpful for mobile phone manufacturers to constitute targeted strategies to strengthen distributors´ long-term orientation and improve the channel relationship.