| Summary: | 碩士 === 輔仁大學 === 織品服裝研究所 === 86 === The present research explores the factors affecting marketing pefermance form the viewpoint of brand and channel strategies. The research framework has been consolidated through literature review and in-depth interviews related to environmental factors, brand and channel strategies. The sample was draws form women''s wear enterprises in Taiwan, focusing on two main groups of sixty-nine manufactures: member companies of the Taipei Garment Dealers Association, and companies operating women''s wear booths in leading department stores in Taipei city. Mail questionnaire data were subjected to six types of statistical analysis yielding the following results:
1.The greater the brand equity, the more likely the organizational channel strategy will turn to the internal organic type or the external transactive type of channel strategy management. The greater the company''s specific equity, the more likely an organization will adopt the external transactive type, internal organic type or internal hierachy type of channel strategy management. The higher the brand loyality, the more likely an organization will practice the internal organic type of channel strategy.
2.The greater the brand equity, the greater the organizational capability; the greater the product-specific equity, and the higher the brand loyality, the more likely an organization will use the mixed brand strategy.
3.In adopting the build-up brand strategy, high organizational capability will positively affect the sales growth.
4.Companies using the external transactive type of channel strategy, achieve greater performance satisfaction and greater cooperation satisfaction.
5.For companies a mixed brand strategy, different product-specific equity will greatly affect sales growth.
6.For companies using the internal hierachy type of channel strategy, different organization specific equity will greatly affect sales growth.
7.For companies using the internal organic channel strategy, different brand equity will greatly affect the cooperation satisfaction.
8.For companies using the external relationship type of channel strategy, different brand equity will greatly affect the coolperation satisfaction.
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