| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 94 === Abstract
Among the marketing strategies, marketing channels are the key points for the enterprise to succeed. Not many studies focued on the types and structures of marketing channels so far. The purpose of this study is to investigate the types and structures of the marketing channel. We choose bicycle industry as our subject of study. Three largest producers including Giant, Merida, and Fuji are chosed for personal in–depth interview in our case study.
The factors choosed in this study are include the relationship with channel members, the resources of enterprise and the transaction cost.
The study has four findings as follows:
1. The most important factor which influences the types and structures of marketing channel is the experience of the firm. The second is brand and the third is scale.
2. If bicycle producers have long history in bicycle industry, they tend to use integrated channel in Taiwan area.
3. If the sales agents are less qualified, the producers tend to use multiple channels.
4. If the brand of the bicycle producers is famous, the producers are more likely to use intensive channels.
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