Abstract: Abstract： Marketing Channel Alliance(MCA) has become an important development from 1980’s. In this development process, the stability of MCA has become a core content of alliance research. However, the research on stability of MCA is rarely concerned by scholars. Most studies focus on the strategic alliance stability, part of scholars studies focus on supply chain alliance stability. To solve instability of alliance, the above studies either overly pay attention to “interest settlement mechanism” while ignoring the “reputation settlement mechanism” or only pay attention to the “longitudinal marketing channel alliance” and ignore “horizontal marketing channel alliance”. To ensure the MCA’s smoothly operation, one of the key issues is relying on the mutual supervision and mutual encouragement of inner member of MCA. But, this mutual supervision and mutual encouragement are based on information identification and delivery among alliance members, and reputation is external performance of above information identification and delivery process. Reputation mechanism can identify and constraint non-cooperation members, reduce the numbers of camouflage cooperation members, thereby constrain the incidence of opportunistic behavior in MCA and maintain the stability of the MCA, but the working of reputation mechanism needs certain condition. Aiming at a few problems for the MCA cooperation, several suggestions to ensuring stability of MCA and further research questions are proposed.

Key words: MCA, reputation, stability, governance