| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 107 === With the high competition in the market, partnership has become the key to marketing success. Enterprises are supposed to build valuable partnerships to have sustainable competitive advantages. Consequently, the way for suppliers to apply partnerships to establish channel relationships with retailers and achieve a win-win situation has become a crucial issue.
The main purpose of this study is to explore the relationship between channel power and channel climate via the influence of partnership mediation factors on cooperative performance. Through the questionnaire survey method, the retail channel purchaser and supervisors in Taiwan are the research objects; the SPSS and the Linear Structural Relations Model of PLS (partial least squares) method are adopted to verify their relationships.
The results of the study revealed that: (1) channel power, channel climate, partnership and cooperative performance have significant effects; (2) partnership has a significant impact on the mediated effect of channel power, channel climate and cooperative performance, indicating that it plays an essential mediated role.
Keywords: partial least squares method, marketing channel, mediated effect, partnership
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