Characteristics of Chinese Wholesalers' Marketing Behavior: A Functional Approach

The Chinese government will open the country's wholesale sector to foreign firms three years after accession to the WTO. So far little has been reported about the wholesale distribution system in China. This paper investigates the marketing roles and functions undertaken by Chinese wholesalers based on the empirical data collected from 219 firms in southern and central China. The findings reveal that Chinese wholesalers are still reluctant to perform many marketing functions. Variations in their perceptions of their roles and functions in marketing channels can be partly explained by ownership type. The results provide not only insights for selection of wholesalers and effective management of wholesaling activities in China but also a platform for channel research in China.