| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班經營管理組 === 94 === The purpose of this thesis is to study the principles of distributor’s marketing strategies of high-tech products, and to find out what factors and how they affect selling quantities and margins. It consulted the study of theories, and two kinds of models were designed by carrying on seven related variables analysis.
The data is collected by W company's database, with the transaction records of the BenQ brand MP3 products, including retailer grade, product life cycle time, product memory capacity, unit selling retailer price, unit cost, price discount and cash discount. Considering the shortening of MP3 product life cycle, this research only with select by examinations 19 month periods of 5,848 retailers, 66 product items (with 11 kinds of product model numbers, 11 kinds of product colors , 5 kinds of product memory capacities), and sorted them into two models of selling quantities and margins which are the categories of channel performance.
After general linear model analysis, the results of this research are shown as follows: channel structure (including retailer grade, product life cycle, unit selling price, price discount and cash discount) has significant influence on channel performance (selling quantities & margins), except the factors of “unit cost”.
Using the study of these models designed, it would provide the channel distributor to choose priority variables strengthen its marketing planning to reach the best profits target of enterprise. Channel distributor should make good use of its transaction records database. It can employ the professional marketing talented person to match with the characteristic of the district, through science method (such as statistics) to carry on marketing planning. It should be reachable to pursue profits or sales by yielding twice the result with half the effort
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