A Study on the Association among Power Source, Channel Strategy and Channel Performance - An Empirical Investigation of the Telecommunication Industry

• Main Authors: 何氏紅鸞, Ha Thi Hong Loan
• Other Authors: 胡同來
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/y26de4

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === In recent years, the marketing channel has become more and more powerful. All marketing activities need channel system, which concludes distributor, wholesaler, dealer, retailer… etc. It transmits products and services to the consumers by efficient ways. Therefore, it is important to make a long term relationship with the channel partners. They have begun treating their channel partners as just partners. Along the development of information technology, some relative topics become very important, such as the changes of consumer’s form, mutual competition of products, and good selection of marketing channels. The manufacturers building good relationships with their channel partners will lead to better channel performance. This research, integrated academic books and related references, has developed a marketing channel relationship and theory construction; which are based on marketing channel of telecommunication industry as research target in Taipei – Taiwan. Baseing on AMOS and using questionnaire to probe into channel sources and the channel strategy, this research has significant influence channel performance between supplier and dealer. Main empirical findings are summarized as follows： 1. Coercive and non-coercive power sources have significant influence on channel strategy. 2. Channel strategy has significant influence on channel performance. 3. Coercive and non-coercive power sources have significant influence on channel performance. This research has verified by researching the relationship on any variability via telecommunication channel dealers. It also provides a marketing strategy for reference, and expects to have contribution on channel membership enhancement.