关键词: 营销渠道, 双元式知识共享, “Im-Rai”模型, Marketing Channels, Knowledge Sharing Ambidexterity, “Im—Rai” model

Abstract: Based on empirical study, the paper concludes the following results: knowledge sharing has significant positive effect on relationship perception and relationship capability; relationship capability has significant positive effect on relationship perception; channel creativity and relationship trust have significant positive effect on channel performance; channel adaptation has significant positive effect on short-term channel performance and hasn’t positive effect on long-term channel performance; channel identity has significant positive effect on long-term channel performance and hasn’t positive effect on short-term channel performance; the effect of knowledge sharing on relationship perception is positive moderated by knowledge tacit; the effect of explorative knowledge sharing on channel creativity is negative moderated by knowledge dependence. The paper not only discloses the course of how knowledge sharing effects on channel performance but also richens and deepens channel knowledge mechanism based on knowledge and channel performance and organizational learning theories. Furthermore, the paper puts forward some suggestion and theory instruction on how to face up knowledge flow challenges and improve channel performance to channel enterprises in practice.