| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 96 === This study mainly focused on investigating the influence of the marketing channel structure, marketing strategy and members’ trading conditions of green building products on enhancing the overall marketing channel performance. As the rise of green consumerism, the development of a marketing channel of green building products has become the foundation of advocating green building in future. However, whether the marketing activities can effectively predict the consumer’s demand and satisfy the customers’ needs of product and service or not, the power has transferred from manufacturers to consumers currently. It is now becoming an important research issue to fulfill the environmental arguments and the trends of sustainable development. This forces the practitioners requiring to building a marketing channel of green products. The manufacturers of green building products must consider the status of marketing environment and firm’s channel strategy so as to maintain a close relationship between suppliers and consumers.
Some important findings are stated as follow. First, the marketing channel of green building products may influence sales performance. The width and the length of channel structure possibly affect members’ overall performance and financial performance. However, the degree of intensity and integration of the marketing channel causes no obvious influences to all kinds of marketing performance. Second, the factors such as price level, selling conditions, distribution area and mutual responsibility may have no significant effect on marketing performance. Third, the relationship between green building channel structure and marketing channel strategy is in some parts of significantly connected; marketing channel length and intensity may related to their application of marketing strategy. The short marketing channel length tends to take a push strategy, while the horizontal marketing system, i.e. an integrated marketing channel, tends to adopt a mix strategy. Fourth, green building products marketing channel members’ trading conditions do not have an obvious effect on the marketing performance. Finally, the results of the analysis of variance also show that if channel members take a different marketing strategy then the performance can be varied too. Generally, the overall performance and financial performance are much better than others when using a push strategy; however, the use of a mix strategy could also have better financial performance than just using a pull strategy.
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