Abstract

Brand and channel have always been the greatest headache of our domestic manufacturing in becoming internationalized. And from the point of name-brand firm, selecting marketing channel is the key factor to success or failure. After going through documental investigation and sorted the framework company, product, and market factors, factual research had been conducted on the channel selection pattern of house brand manufactures and their affecting factors in this study, investigating the major channel patterns adopted by house brand manufacturers, affecting factors in selecting channel pattern, and affecting factors in different channel pattern. From the result of this study, we have discovered that the most important factor in selecting channel pattern by name-brand manufacturer is marketing ability of international staff and other six factors. And under different channel pattern, its major factor differs. From the point of the strength of its existing advantageous, subsidiary mode channel emphasizes marketing ability of international staff and other for factors. Domestic mode channel emphasizes ability in product technical information and other two factors. And market exchange channel emphasizes ability in searching for a suitable middleman. The conclusion in this study shall provide name-brand manufacturers to adjust its channel design coordinating with its emphasis and existing advantageous factor, hereby, increasing the performance of manufacturer's channel.