| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 90 === Under the impact of technology and Internet, the children books industry competition has changed gradually. Different from what the competitors in the industry focused before, more and more intentions are paid on marketing channel. The relationship between manufactures and retailers is an important factor of influencing the product quality, cost and delivery. Also, it’s the key factor of firms’ competitive advantage. Today, organizations at all levels, no matter what industries they are, from manufactures to retailers, are embarking on building good relationships with each other. They are no longer only buyers and sellers, rather, they form purchasing partnerships. The interaction and behavior between the channel members may be an important subject in channel management. I decide to focus on channel power, and then discuss the relationship between children book wholesaler and retailers. I take 160 retailers as our research sample, and find out some conclusions:
1.The use of coercion will have a positive impact on channel members’ perceptions of the power of the channel organization.
2.The use of rewards will have a negative impact on channel members’ perceptions of the power of the channel organization.
3.The use of coercion will have a positive impact on channel members’ perceptions of the conflict between the wholesalers and retailers.
4.The use of rewards will have a negative impact on channel members’ perceptions of the conflict between the wholesalers and retailers.
5.Channel members’ perceptions of increased influences in the channel organization will have positive impact on the level of channel conflict.
6. Channel members’ perceptions of increased influences in the channel organization will have positive impact on the level of performance of the retailers.
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