| Summary: | 碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 107 === With the arrival of Taiwan's old age society and the importance attached to the disabled, the demand for wheelchairs has also grown rapidly. Even with the opening of medical equipment, Taiwan has become a market that wheelchair suppliers are paying more and more attention to. However, as a result, wheelchair brand suppliers have also increased, and Chinese products have been dumped in Taiwan at a low price. In order to obtain a better competitive position, wheelchair brand suppliers can no longer only passively accept OEMs, but actively operate. Brands, and the addition of professional human resources, can stand out among many brands. In the mutual commitment and dedication of the members of the channel, they can also enhance each other's profitability, enhance the commitment of the other partner, and also make their own exclusive investment in the relationship. Get protection. Therefore, this study explores how “brand equity” and “human asset specificity” established by wheelchair brand suppliers can create loyalty and willingness to “exclusive assets” in the distribution channel from the perspective of transaction cost and resource-based theory. An important factor in the situation.
This study explores from the perspective of wheelchair product suppliers: whether the “brand assets” and “manpower-specific assets” established by wheelchair brand suppliers will also influence the “loyalty” of the supplier brand. 2. The market-to-supplier brand The status of the investment in "exclusive assets".
This study confirms that “brand assets” and “manpower-specific assets” are the direct factors affecting the “loyalty” of the supplier brands in the retail outlets; and 2. the investment in the “exclusive assets” of the supplier brands by the retail outlets. There is also a positive impact.
Therefore, wheelchair product suppliers want to maintain long-term cooperation with retail outlets. "Exclusive assets" are an important key to creating competitiveness.
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