Abstract: The existing research on marketing channel information sharing between enterprises mainly focuses on the wide level of information sharing, and little attention is paid to the more and more common lead sharing and its uniqueness.Based on the field survey data of 300 4S stores in the automobile franchise channel, the empirical analysis from the perspective of specific types of information sharing shows that only increasing the number of sales leads shared by franchisees will reduce the use effect of franchisees on sales leads;the richness(pull) of the sales leads shared by franchisor can reverse the negative effect of the number of sales leads shared by franchisor on the use effect of sales leads, while the monitoring(push) of franchisor can not weaken its negative effect;by strengthening the franchisee′s follow-up of the sales leads, the richness of the sales leads shared by the franchisor improves the franchisee′s use of the sales leads.The above conclusions will be helpful for the future research on the types of information sharing among subdividing enterprises, and provide more insight for effectively improving the effect of information sharing;by dividing the sales leads into two dimensions(information quantity and richness), we can identify the difference of information quantity in different dimensions, which is helpful to promote the research of information sharing among channel enterprises.

Key words: leads, information quantity, information richness, information use effect, monitoring