| Summary: | 碩士 === 靜宜大學 === 管理科學研究所 === 86 === The study is to investigate factors affecting the selection of channel structures of computer peripheral manufacturers in domestic market. To provide the right quantity, of products to consumers at the right tim efficiently, the the manufacturers have to plan in advance the marketing channels well. For members of distrbution channels, the structures of distribution channels represent the long-term commitment of policies and practices for one another, and also stand for the fundamental factors maintaining the long-term business relationship sa well.
The sampling population was obtained from the 1995 Company Name List published by the China Credit Information Office. After selection, there were only 103 qualified companies, and a census plan was conducted to collect data. Of the 103 questionnaires sent out, 41 effective questionnaires were attained. The three main factors, which are characteristics of products, middlemen, needs of consumers, for the selection of channel structures are examined for theif relationship with the resultant channel structures and channel performances. ANOVA, ANCOVA, and t-test were implemented for the significant test of hypotheses.
Results of the study show that the three main factors of selection factors of channel structures have statistically significant effects on the resultant channel structures. We also can draw an inference that channel structures can not be determined by channel performances alone, but instead, should be determined by boty the selection factors of channel structures and channel performances.
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