| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 89 === The role of distributors in marketing channel has been increasingly important nowadays. To maximize the efficiency of marketing channel distribution, manufacturers usually need to provide distributors incentives so that long-term cooperation can be well maintained. Therefore, motivating marketing channel members has been an important issue in marketing channel management.
However, there has been few channel research focusing on marketing channel motivation issues. Most of the current research on channel member motivation focuses on the type of incentives manufacturers use more or less frequently. Little of the existing literature examined the degree of motivations from manufacturers, not to say the factors affecting motivation. Therefore, this research attempts to explore the factors influencing the motivations between channel members to establish a conceptual framework assessing the influence of corporate culture, resource ability, resource complementary, channel power, channel climate, channel communication and channel structure on channel motivation
Using manufacturers with their own brands in consumer-product markets in Taiwan as our data source, the major results of this research are as follows:
1.“Promotional Support” is considered the most important channel motivation by manufacturers, “Financial Support” the second, and “Management Support” follows.
2.The corporate culture of manufacturers, resource complementary, channel communication, and channel climate between manufacturers and distributors all have significant impact on the degree of motivations from manufactures.
3.The resource capability of manufacturers, channel power of distributors, and channel structure between manufacturers and distributors have no effects on the degree of motivations from manufactures.
4.There is no difference across industries and nationalities regarding the degree of motivation from manufacturers.
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