关键词: 品牌童装, 渠道协同, 销售渠道, 渠道绩效, 中介效应

Abstract:

In order to solve the problems of brand children’s garment enterprises channel conflicts to improve channel performance,channel performance and channel synergy capability grade were classified, according to the study of OTO marketing channel conflicts, channel synergy capability and channel performance and the channel synergy dimension. Based on the theoretical analysis, research hypoghesis was put forward and a logical model was built. Based on the questionnaire survey data,   channels synergy was used as mediator, and the multiple regression method was used to empirically analyze the influence of brand children's garment business channels synergy on channel performance. The results show that the five dimensions of channel synergy have significant positive effect on channel performance. Channel synergy capability and channel performance bave significant positive correlation. Channel synergy capability between the channel synergy and channel performance plays partial mediating effect. Therefore, the brand children's garment enterprises should use collaborative channels to resolve channel conflict and improve channel synergy capability and channel performance.

Key words: brand children's garment, channel synergy, marketing channel, channel performance, mediating effect