| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 95 === Because of limited resources of company, company should allocate its resources
to the most appropriate market in order to gain profits efficiently. Distribution
intensity is an important component of marketing channel. Although distribution
intensity is such a critical topic, however, the literature of this topic still does not get
lots of attention. In this research, the author collects four leader brands, Nokia, Haier,
Lenovo, and HP, in four different product categories, mobile phone, TV, PC, and
printer, in 3C industry and finds that the pattern of distribution intensity is different
from the pattern using CDI/BDI matrix as evaluating tool. The author tries to find out
the determinants of distribution intensity of four leader brands in China.
Because of the varieties of China, the marketing channel strategy of these four
brands is quite different from the past marketing thinking. Through this research, the
company could understand the channel strategy of the leader brands and benchmark
their strategies. This exploratory research finds out some determinants of distribution
intensity and could also accumulate the marketing knowledge of the determinants of
distribution intensity.
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