A Study of Conflict and Cooperation in Marketing Channel

• Main Authors: Chi, Hsien Ming, 季獻民
• Other Authors: Chou, Tai Huwa
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/59742336792036801331

碩士 === 國立中山大學 === 企業管理研究所 === 84 === The gist of the paper is to comprehend the opinions of channel members about channel conflict, source of power, coordination, and their reactions about unbalanced power.The paper focuses on the research of six companies in Taiwan steel industry for deep interview. After concluding their points of view, 16 issues are developed in four respects. 1.The present condition in the in- dustry. 2.The sources of channel members power. 3.Coordination in channel. 4.other. The major conclusions are arrenged below: 1.When supply shortage condition occur, companies should try to maintain good relationship with their customers. 2.Use the price policies which will affect the price mechanism, may result in the market anarchical. 3.As the business cycle fluctuating, the focuses of channel members should change as well, in order not to nagetively affect the customer satisfaction. 4.In supply shortage industry, even the channel power is unba lenced or the channel leader use economic power to affect other channel members, there are diffcult to develop real counter- vailing power.