The Study of Marketing Channel Structure and Performance in PC Industry

• Main Authors: Chang, Der-Fa, 張德發
• Other Authors: Hua Ing-San
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/40143514488227456057

碩士 === 國立中興大學 === 企業管理學系 === 85 === This is a study of the relationship between channel structure and channel performance of PC industry in Taiwan. The channel structure includes fourvariables, they are Level, Density, Extension, and Integration. The channelperformance includes eight variables in three dimensions. The first dimensionis effectiveness, it contains three variables, and they are Coverage,Control/Competence, and Customer Satisfaction. The second is efficiency, andit cntains Capacity, Productivity, Profitability. The last is Adaptability,and lish the relationship between channel structure and channel performancevariables of PC industry in Taiwan.Conclusion:1. The Current Marketing Channl Struvture Of PC Industry In Taiwan（1） Zero-level and One-level are the main channel level in PC industry.（2）Selective distribution is the major channel densityin PC industry.（3）Medium extension makes use of three or four kinds of is the major channel extension in PC industry.（4）In Channel Integration, conventional and contractual marketing channels are the main marketing system in PC industry.2.The Relationship Between Channel Structure And Channel Performance（1）In Effectiveness Dimension: * Coverage is in positive interrelation to Channel Level, Channel Density, and Channel Extension. * Control/Competence is in positive interrelation to Channel Integration. * Control/Competence is in negative interrelation to Channel Density. * Customer Satisfaction is in positive interrelation to Channel Density.（2）In Efficiency Dimension: * Capacity is in positive interrelation to Channel Density. * Productivity is in positive interrelation to Channel Level, Channel Extension, and Channel Integration. * Profitability is in positive interrelation to Channel Level, Channel Extension, and Channel Integration.（3）In Adaptability Dimension: * Flexibility is in positive interrelation to Channel Integration. * Flexibility is in negative interrelation to Channel Density. * Vitality is in negative interrelation to Channel Integration.