| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 103 === Researcher played the role of the food supply chain for a long term. We serviced for wholesaler and retailers from the previous to the present. No matter which one, it always has to keep better relationship and communication. As a result, we could promote goods to customer favorably. According to information of Ministry of Economic Affairs, there are 5235 food product manufacturers that have 132000 staff in Taiwan in 2012. 99% of manufacturers are small and medium enterprises (SMEs) that create 5.94 billion total output value and become a top 10 important industry.
Michael Porter in his book: competitive advantage referred that if enterprises hope to develop their competitive advantage or improve the added-value, one of solution is to create a value chain by using the vertical integration strategy. As a supplier, it is a question that how to use relationship marketing to attain better result of investment at different retailers’ organized system, market orientation (MO) and so on.
One of investment strategy is relationship marketing that actuates communication and interaction between supplier and retailers. In the past, relationship marketing pursued customer satisfaction via better relationship, trust and commitment. However, every investment has cost. The association between relationship marketing and performance, which relationship marketing lead to significant performance is important for suppliers rather than customer satisfaction. More importantly, we believe that there exist some different results if retailers have different level of market orientation (MO). This finding could offer some evaluation mechanism to make a decision that what kind of collocation is useful to increase profits and gain a competitive advantage.
This study uses the theory of three level of relationship marketing: Financial, Social and Structural by Market Berry (1995), Armstrong and Kotler（2002）putting forward. Market performance scale uses the objective indicators. At the least, market-oriented (MO) uses the construct as the measure by Narver and Slater (1990) putting forward.
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