中文摘要：

基于营销渠道行为理论和关系营销理论，通过实证研究，探讨了在中国的营销渠道中，关系营销导向对企业使用渠道权力行为的影响，研究结果显示：关系营销导向对企业使用非强制性权力有直接且正向的影响，对企业使用强制性权力有间接的负向调节作用——关系营销导向会弱化企业权力与企业使用强制性权力之间的正相关关系．在理论上，提出和检验了关系营销导向对企业使用渠道权力影响的性质，并对前人关系营销导向的测量方法进行了修正；在实践上，研究结果对企业进行渠道控制和处理渠道关系也具有参考价值。

英文摘要：

Based on the theories of marketing channel behaviors and relationship marketing, this paper empirically explores the impact of relationship marketing orientation （RMO） on firms＇ exercises of channel power. It is found that RMO has a positive effect on firms＇ exercises of noneoercive power, and has a negative moderate effect on the positive relationship between firms＇ power and their exercises of coercive power. The paper has two major contributions, i.e. , it proposes and tests the impact of RMO on firms＇ exercises of power in marketing channels, and it revises the measurement of RMO proposed and used by previous researchers. The findings of the paper may help practitioners to make better strategies for channel control and treatment of channel relationships.