| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 95 === ABSTRACT
The study is to make an inquiry about Bioscience & Technology industry to realize the relationship value between the Health Foods manufacturer and distributors that build through trade process. It means to acknowledge how distributors help manufacturers obtain the relationship benefit and the cost whether manufacturers pay for the relationship.
The study belongs to qualitative research; we adopt case study and in-depth interview to collect information and based on grounded theory to analyze the interview manuscript to draw a conclusion for this study.
The results reveal that there are six categories of relationship benefits that manufacturer obtain from distributors. Here are products promotion, marketing capability, well know brand, gain of market information, high market share, promoted management effects.
Meanwhile, the relationship costs have seven categories. They are extra products cost, communication cost, control cost, high marketing fees, long term usance, the support of education training, failed elastic management.
The results are good for the manufacturer to judge the benefit and cost of cooperation relationship and help them to choose good distributors as their partners.
Key word: Relationship value, Relationship benefit, Relationship cost, Grounded theory, Health care foods
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