An Empirical Study on Dominance，Type and Performance of Marketing Channel－Taiwanese Firms in The Supply Chain of Machine Tools Industry Between Taiwan Strait

• Main Authors: Chiu-Huang Chi, 紀秋煌
• Other Authors: Horng-Der Leu
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/82535536444326795302

碩士 === 中原大學 === 企業管理研究所 === 90 === The major subject of this thesis is focused on the relationships between marketing channel dominance and marketing channel. Base on the literature review and empirical observations,the types of Marketing channel are divided into two types–”autonomous- channel” ，”partial- channel”，and the types of dominance of marketing channel are also divided into two types-”dominant- channel”， ”interdependent- channel”.On the types-“dominant-channel”、”interdependent-channel”.In addition ,the combination model of marketing channel strategy are divided into three types-“network-relationship”，”market-transaction” ，”hierarchy”. Taiwanese machine tool industry on strait were the frame of sampling. 308 companies were requested to answer the questionnaires by mail and the effective respondents were 54 sets.The complex data was collected and analysis by factor analysis,cluster analysis,t-test and ANOVA,the conclusions are summarized as followings: 1.The subjective,objective and over all performance in dominant marketing channel are better than those in partial marketing channel. 2.The subjective,objective and overall performance in domiant marketing channel are better than those in interdependent marketing channel. 3.The subjective, overall performance in network-relationship types is the best, hierarchy types is the second one; The objective performance in hierarchy organization is the best, network-relationship types is second one;and the all three types in market transaction are the worst. 4.The effection of combination supply chain to both marketing dominance and marketing channel resulting in better performance than partical marketing channel. 5.The study implied that geographic area were not significant to supply chain,and the combination of channel strategy types.But the advanced analysis finds the better marketing channel performance that the machine tool firms in Taiwan adopt the combination of hierarchy and supply chain types;the firms in Mainland China adopt the combination of network-relationship and contractual types.