从经销商的视角出发,通过深入的市场调查和经销商的销售业绩来评估经销商对产品供应商的破坏性行为的认知是文章主要研究思路。研究发现经销商的反应大部分受诸如渠道成员品质、外部因素的影响会让供应商对破坏性行动产生退出、积极应对、消极接受、保持忠诚度四种反应。结果表明,这些经销商的反应有很多的相似之处,将影响行为发生后的营销渠道成员之间的关系质量。 From the dealer’s point of view, through in-depth market research and dealer sales to assess the dealer’s disruptive behavior of product suppliers is the main idea of ​​the article. The study found that most of the distributors’ reaction was influenced by the quality of members of the channel. The external factors affected the supplier’s withdrawal from aggressive actions, positive response, negative acceptance and loyalty. The results show that there are many similarities between the reactions of these distributors and will affect the quality of the relationship between the members of the marketing channel after the act has taken place.