| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 95 === The existence of marketing channels can do with the exchange gap efficiency which between buyer and seller, and creat the basic value. In the past the study of channels classify customer as business to business(B2B) and business to consumer(B2C). After internet prevail, the channels can classified as the physical channel and the virtual channel
However, Peterson, Balasubramanian and Bronnenberg(1997) think they are affect each other, but in the recent relevant channel researchs lack of research the relation of them. It can’t help us to understand the all questions of channel. This reseach is based on the division of marketing channel functions against the consumer market and divided all channels into the traditional channel and the composite channel. This research starts at the channels containt customers, especilly after the age internet is used in business.
First, the structure of the composite channel does not steady, and the operational model of the composite channel often changes. It might because the interface standard of divisional functions is not enough, firms want to satisfy customers’ needs, and so on. It might result in restructure of composite channels and add levels in one composite channel. Second, they are inter-influency. The traditional channel firms could join in the composite channel operation, and the composite channel firms could do with seller and buyer alone. We could see the competition and work together in the marketing channel through this analysis, and it might provide firms thinking the channel strategy in the channel’s view.
In the composite channel strategy could be the channel’s manager bsides be a composite channel’s firm. The manager compelete the different composite channels’ functions to finish an exchange. The composite channel manager make the composite efficiently, so he make more values than composite channel’s firm. The most important, the composite channel manager think highly of efficiency than traditional channel manager.
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