| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理系所 === 94 === With the fast development of information technology and industry''s environment changes rapidly, a lot of firms hope to win out the competition advantage of creating enterprises in the environment so with keen competition. The strategy which depended on the price in the past is not the only way to get more consumers. Proper marketing channel which makes consumers realize production service easier is a key factor of successful business. Therefore, the manufacturers and brokers need to establish good relation. Although channel conflict is unavoidable, if the firms can increase the functional conflict and improve the trust and relation between each other and to reach the win-win situation, it is the key that the business nowadays in the violent environment of competition for globalization must exist and develop and then promote the whole channel performance further.
Due to the change of technology, consumers focus on digital products promoted gradually, and the progress of industry''s technology of the semiconductor improve constantly, so the application of NAND Flash is multifarious, especially in the market of flash memory card. Besides digital camera, almost all the consumer electronic product need to use the flash memory card. So the manufacturers and brokers ought to cooperate to create the highest channel performance.
In brief, this research which uses LISREL to analyze is expected to provide some suggestions to NAND Flash industry for improving marketing channel relationship.
Main empirical findings are summarized as follows：
1. Economic and non-economic power have effect on channel conflict.
2. Non-economic power has positive effect on channel climate but economic power doesn’t have effect on that.
3. Channel conflict is obvious to channel climate.
4. Both channel conflict and channel climate have positive effect on channel performance.
To Sum up, this research is expected to provide some suggestions to NAND Flash industry for improving marketing channel relationship.
|
|---|
