| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理研究所 === 95 === Recently, marketing strategies have developed greatly. The corporations depended on the price strategy in the past which is not the only way to get more consumers now. Appropriate marketing channel which makes consumers realize production service easier is a key factor of successful business. So manufacturer must by setting appropriate brand strategy and evaluating with what type of channel to entry the market and matching the proper channel strategy to improve the performance of channel.
Notebook is the most popular industry in the world. In the future, the notebook is going to be combined with the function of digital audio and image ,and wimax that enhances people to own richer, various and interesting contents. Under the fast growing in notebook market and intensely competition, to gain higher benefit, manufacturers and distributors should cooperate together in order to develop brand strategy and marketing mix so as to create the brand with high performance.
To Sum up, this research is expected to provide some suggestions for improving relation between brand and channel. Notebook of Taiwan is regarded as the research object. With the investigation method of the questionnaires and LISREL, we want to know the channel performance under different brand strategy by passing different channel strategy and brand equity.
Main empirical findings are summarized as follows：
1.Brand strategy have effect on channel strategy and promotion strategy.
2.Channel strategy have effect on Promotion strategy.
3.Promotion strategy have effect on channel performance.
To Sum up, this research is expected to provide some suggestions to Notebook industry for improving brand strategy and channel strategy.
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