| Summary: | 碩士 === 銘傳大學 === 管理科學研究所 === 92 === ABSTRACT
Due to the vigorous growth of the PCs and computer peripheral equipment, the information industry has become the top priority over other industries in many countries. Many countries all over the world rack their brains to come up with various kinds of management tactics in the hope of promoting performance and reaching the full potential of the market.
My thesis is aimed at analyzing the relation between a manufacturer and a distributor by means of sending E-mails and postal questionnaires to the PC industry and manufacturers of the peripheral equipment. It also deals with how agency theory、opportunistic behavior、communication influence the quality of communication and how relationship quality influences channel performance.
In the process of researching and analyzing the questions I pose, I discover that the more the manufacturer is willing to communicate and to play a supervisor role, the better the relationship between the manufacturer and its distributor will become and that the more they trust each other, the better channel performance will become. Thus, only when the manufacturer makes efforts to maintain good relationships with its channel members, to pay attention to the relations among the cross-organizations and to avoid any conflicts and speculation is the manufacturer able to survive the competitive environment and to promote channel performance.
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