Influence Strategy and Retailer’s Promotional Support

• Main Authors: HUI-JU CHAH, 詹蕙如
• Other Authors: Jiun-Sheng Lin
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/31154728245830994524

碩士 === 國立臺灣科技大學 === 企業管理系 === 93 === Retail promotions produce large and immediate increases in the promoted item’s unit sales volume. Therefore, suppliers employ a variety of techniques to secure the cooperation of retailers who sell their products. Although lots of the promotion-related literature focused on consumer’s response to promotion activities, it still lacks accessing promotion issues from marketing channel point of view. As retailers have gotten increasing power to influence or even dominate channel activities, their decision to support supplier’s promotion has become a key issue for suppliers when doing channel promotion. This study developed a framework and empirically explored factors affecting retailer’s support of channel promotion. Based on a sample from the telecommunication-product retailers in Taiwan, we analyzed the impact of influence strategy (coercive strategy and non-coercive strategy) on retailer’s promotional support. The results show that channel members can establish and maintain the better relationships by well using their influence strategy to gain the retailer’s promotional support.