Marketing Management of an International Dealer in the Fiber Industry: The Case of Liang Weoi Group

• Main Authors: FU, YUNG-CHUAN, 傅詠銓
• Other Authors: WONG, SENG-LEE
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/tz36x2

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 107 === Traditionally, agents and dealers play critical roles during the process of selling products to customers; with the help of information technology, contemporary manufacturers prefer interacting customers directly. However, through professionally manage the marketing process, dealers could actually contribute to the success of manufacturers by better understanding customers to increase sales volumes. In addition to get a full control of various distribution channels and to establish close relationships with different customers, effective marketing strategy is crucial. Taking Liang Weoi Group, a domestic dealer in the fiber industry, the current study, based on the literature about channel management, customer relationship management, and marketing strategy, utilized the Delphi method to figure out the importance of different factors on the decision of choosing dealers for manufacturers. Using the results of the current study, the author would provide suggestions for practitioners to manage customer relationships and to improve profit potential for securing sustainable development of dealers.