通路權力、通路氣候及通路策略對通路績效影響研究－以彩妝業實證

A Study on the Relationship between Marketing Channel Characteristics, Channel Strategy & Channel Performance-An Empirical Investigation of the Cosmetic Industry

10.29931/MR.201012.0001

謝文雀(Wen-Chueh Hsieh)；紀舒哲(Shu-Che Chi)；胡同來(Tung-Lai Hu)；田方治(Fang-Chi Tien)

通路權力 ； 通路策略 ； 通路氣候 ； 通路績效 ； channel power ； channel strategy ； channel climate ； channel performance

行銷評論

7卷4期（2010 / 12 / 01）

423 - 445

繁體中文

本研究以台灣地區彩妝業行銷通路之經銷商爲研究對象，透過問卷調查法，以LISREL線性結構模式探討該產業供應商與經銷商間之間通路權力的運用、通路策略及通路氣候對通路績效所產生之影響。研究發現，通路權力對通路策略有正向影響；而通路權力對通路氣候之影響不顯著；通路策略對通路氣候爲正向關係；通路策略與通路氣候皆對通路績效有正向影響。

Applying the inquiry to LISREL and using the questionnaire to probe channel power in the cosmetic industry, the main empirical findings are as follows. A cosmetic channel dealer has verified that this research has explored the relationships among all the variables and has also provided a marketing strategy with a reference, which it is expected to contribute to channel membership enhancement.