Comparison Between Strong Brand and Weak Brand in the Operations of Distribution Channel

• Main Authors: Chi-Wen Hsu, 許繼文
• Other Authors: Pei Chao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/49086539647737808087

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 99 === In this study, researcher wants to explore the similarities and differences between strong and weak brands in their marketing strategy approaches. In the past researches, most of the band strength literatures focused on the relationship between brands and end-consumers, very few literatures addressed how brands can be able to increase dealers’ desire to sell their products in the B2B channel by using brand strength and brand equity. Therefore, the main purpose of this study is from dealer''s point of view to discuss the differences in marketing strategies between strong and weak brands, and provide development strategies in B2B environment to help companies achieve the targets of high output in channel sales. This research proposed 9 structural facets, which are product, price, promotion, market maturity, personnel communication, channel incentive program, service mode, brand image and advertising, channel management, and during the analysis, found the facets with high degree of positive correlation to brand strength are: 1. product; 2. promotion; 3. market maturity; 4. service mode; 5. brand image and advertising; 6. channel management. In which, market maturity has greatest influences on dealers, followed by the facets of brand image and advertising. The findings of this study can help enterprises to understand, under the condition of each manufacturer has different brand strength, how to operate in order to increase dealers’ willingness to sell their products, and to develop an effective plan of marketing strategy. This study not only discussed the management implications found in this research, but also provided certain management and recommendations for future research in industry and academia.