| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 101 === The research discusses about the performance of Chinese wholesaler promotion by sport product supplier.
The research applies cluster analysis as measures and takes company A as an example to do empirical approach. We collect different promotion indicators in performance index and analyze them. We also analyze the difference between areas and segments. The performance of cluster of high Cost/Profit (Cluster 1) is better. The sales quantity/sponsorship quantity of cluster of sales quantity (Cluster 2) performs best, the sales volume is as poor as No.4 and other indicators are in middle. The sales quantity of cluster of low effect (Cluster 3) performs as no.2 and other indicators are poor. The sales volume, sales quantity/sponsorship quantity, and sales volume/sponsorship fee are all the last one. The sales quantity and sales volume of cluster of high-end channel (Cluster 4) are best and other indicators are poor. Sales volume/ sponsorship quantity, sales quantity/sponsorship fee, and sales volume/ sponsorship fee are all the last one. The sales volume/ sponsorship quantity, sales quantity/sponsorship fee, and sales volume/sponsorship fee of cluster of high value (Cluster 5) perform as no.2, and the sales quantity of Cluster of high value (Cluster 5) performs worst.
According to the results of all clusters, we analyze all areas, find the reasons of worse performances and propose different development strategies.
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