| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 98 === Marketing channel is the crucial factor of marketing decisions when a company approaches the market, and has a profound impact. The market evolves rapidly from globalization. Each national independent market is combined into one huge global market through global expansion, intense competition among enterprises for a share of global market. Multinational enterprises have rich resources to develop R&D and produce high quality products, but face of extreme competition in the host country industry environment due to the host country’s legal system, cultural differences and differences in local market demand. So the local channel partners are very important to multinational enterprises. Therefore, multinational suppliers need to choose suitable partners and manage relations with local channel partners. These topics are the major issues of this study.
The scope of this study is the medical devices industry. Case study analysis method was used to investigate the reasons why multinational supplier have chosen their local channel partners and how they maintained the relationship between them. Deep analysis from the case study companies with the current adopted solution, bargaining power, channel partner selection and construction based on power structure of channels will be discussed. The appropriate channel partners are chosen as well as building up the cooperation relationship with a high degree of independence. Under the situation of equal profit share and a high willingness to cooperate with each other, strategic alliances are set within the value chain in order to establish long-term stable cooperative relations. On the other hand, this study proposes the market development direction to the medical device enterprises, and also provides suggestions for future research. This research could help the enterprise to find the direction for future development or find the way to select appropriate channel partners and maintain the channel relationship.
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