Relationship Management of International Marketing Channel - An Empirical Study

Abstract

The degree of channel integration influences international marketing. The channel integration and channel relationship management would influence it's performance in foreign markets. This thesis mainly studies the degree of channel integration and relationship management impact on relationship performance. The research target is the manufacturer that Europe, U.S.A. and Japan to invest in Taiwan. The major conclusions of this research are summarized as follows:
1. Whatever the degree of channel integration, the relationship performance is not different significant, but the higher the channel integration, the relationship performance is better.
2. If business want to earn continual cooperation commitment, they should emphasis on relationship understanding and relationship norm; if they want the relationship become more important to do strategic integration, should enforce relationship commitment; if they don't change partner, they should emphasis on relationship understanding.