Research of Product Features,Channel Power and Relationship Commitment effects on Channel Performance-refer to LED package industry special

• Main Authors: Shu-Min Su, 蘇淑敏
• Other Authors: Yih-Ching Tsaih
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/12542390885867433664

碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 99 === To face the competition and variation from the market, companies have to transfer the professional and various operation strategies to their distributors. In this way, these distributors can play as a suitable bridge for the sales and communication between end customers and suppliers. In this research, based on the product features of LED package industry, we come out five key factors such as Quality, Price, Lead time, Service, and Information that affect the loyalty of end customers. With these five factors, we try use Channel Power and Relationship Commitment as two directions of quantification analysis. In this way, we are able to find out the connections between the performance of suppliers and distributors. We can provide some suggestions to improve the communication and cooperation between two sides so that the performance of operation can be improved gradually. In this research, we use a specific company and its distributors as a concrete example and analyze the cause and effect by questionnaires. We find that the product quality, the performance of channels and revenues have positive relationship. The satisfaction of channel power will also have positive effects on the sales revenues and stability of cooperation. Based on the conclusion of research, we suggest the specific company needs to keep the product quality, meet the global regulations for the environment, and maintain the production capacity. We also suggest them to speed up the management of RMAs, to satisfy more urgent orders, to increase the variation of products and to localize the service by different regions.