Empirical research of the power relation between PC wholesaler and retailer

• Main Authors: SHIH WEN HUNG, 石文宏
• Other Authors: HUANG INN SAN
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/54954239520774447448

碩士 === 國立中興大學 === 企業管理學系 === 87 === Under the impact of lower-price computer and internet, the PC industry competition has changed gradually. Different from what the competitors in the industry focused before, more and more intentions are paid on marketing channel. Based on different management philosophies, there are two types of channel─open managerial channel and contractual channel. The interaction and behavior between the channel members may be an important subject in channel management. We take 71 retailers in Taipei as our research sample, and find out some conclusions: 1. Different types of channel have different kind of power source and different dependence. 2. Channel power was positively influenced by channel dependence. Channel performance was positively influenced by channel member satisfaction. Channel performance was negatively influenced by channel conflict. 3. In open managerial channel, unforced power source has positive impact on channel power, but contractual channel not. 4. In open managerial channel, channel conflict has negative impact on channel member satisfaction, but contractual channel not.