| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 89 === A study of channel management Taiwan computer information industry
Student: PAI, Chih -wen Advisor : Dr. Lo Shen-Ron
Department of Business Administration
National Yunlin University of Science and Technology
ABSTRACT
Computer information industry is one the high-tech industries in Taiwan. Many computer information companies has received many government-sponsored investment incentives, such as tax cut incentives and government-supported industry parks. Despite all of these incentives, a company has to do its parts, such as increasing spending on R&D competitive. The company also has to established detailed marketing channel to sale its product to customers. Well-train channel members and sale forces can provide detailed after-sales services and build customer’s loyalty. Therefor channel management become one of the key issue for the success of a company.This study focuses on channel management of computer information industry. Having interviewed several companies’ managers and studies industrial cases ,we get the following conclusions：
1.How many corporate resources a company has will affect the way it manages its channel members.
2.How many bargain power a company has will affect the way it manage its channel member. High controlled channel will help its members to increase its sales revenue. Low controlled channel on the other hand, needs detailed channel management to help its members to increase its sales revenue. otherwise, the channel members can’t perform their tasks.
3.Strategic channel mangagement will help the company to gain integration competitive advantage. Therefor, vertical integration is crucial for a computer information.
Based on the above findings, we suggest
1.Before entering a market, a company has to analyze its market share and establish intensive marketing channel.
2.The company need to manage its channel members. Intensive communication between the channel members can narrow the gas of members’ perception of channel management.
3.The company can choose high or low controlled channel to management its channel/members. Having applied incentive methods, the company can motivate its channel members to achieve performance goals.
Key words:channel management ,strategic channel alliance
|
|---|
