Document Type
Article
Abstract
This research has developed an analytical framework, which incorporates four measurement variables for a competitive marketing channel, they are channel structure, channel power, channel climate, and channel performance. Based on the questionnaire and personal interview, an empirical survey on mobile phone marketing channel located both in Taipei and Beijing was applied for system survey. SPSS statistical software tool was applied for survey data analysis with the functions of factor analysis, T test analysis, Pearson correlation coefficient analysis, and regression analysis. The major conclusions are summarized as followings: 1. Channel structure has significant influence on channel performance. 2. Channel power has significant influence on channel performance. 3. Channel climate has significant influence on channel performance. 4. Channel structure has significant influence on channel power. 5. Channel power has significant influence on channel climate. 6. Channel structure has significant influence on channel climate. Through the data surveyed, it is sufficient for us to make the characteristics comparison of marketing channel located in Taipei and Beijing. Channel management, information, protectionism and customer response speed etc. are the major problems occurred in China now.
Recommended Citation
Tang, Linglang; Hon, Cheng-Chuang; and Wu, Alvin K., "A Research on the Relationship between Marketing Channel Context and Channel Performance: An Empirical Study into Mobile-phone Firms between Taipei & Beijing" (2002). ICEB 2002 Proceedings (Taipei, Taiwan). 163.
https://aisel.aisnet.org/iceb2002/163