| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === The relation structure of B2B in food industry is faced the significant influence due to the movement of channel power today. The development of relationship value could be affected further success and failure for cooperation of partnership between manufacturers and distributors.
The survey was designed for five pairs of manufacturers and distributors in food industry included frozen foods, snacks, nutritional foods, confectionary products, and chilled foods by using the methods of in-depth interview and qualitative research. Therefore, the relationship value development process of food industry was generalized by coding from three analysis steps of grounded theory.
The analysis structure of this study was based on three steps of relationship development by Huang (1998). The first step is relationship building. Before starting relationship building process of B2B, sellers have to satisfy buyers’ needs based on fourteen factors of relationship building that were included into four stages of product, finance, support, and interaction of social benefits. The fourteen factors include long-range cooperation and vision, coordination, profit and contribution, price competition, service and exception handling, information, creative R&D ability, product, interaction of salespeople, marketing strategy and resource, brand awareness, sales-based reward system, guarantee of contract, and trust. The second step is relationship maintaining. Manufacturers provide more values of strategies or activities to distributors based on three levels of finance, society, and structure to keep a stable relationship in the long term. They include marketing resource increasing, information sharing, brand image advancing, well-structured contract, new product launch, extended reward plan, stable price maintaining, profit margin adjusting, after sales services reinforcing, communication enhancing, etc. The last step is relationship adjusting or relationship ending. If the performance can not fit the expectation of the other side, the both sides have to adjust the relationship depend on benefit increasing or losing. Furthermore, it could be end the relationship if one side still could not reach the performance.
The study of relationship value development process would help food companies to develop relationship value of B2B. It could increase the cooperative benefits of partnership and integration of supply and marketing to make win-win situation between manufacturers and retailers.
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