品牌水果通路關係對中間商合作傾向影響之研究

Study on the impact of channel relationship on the propensity to the cooperation of the branded fruit dealers

本文以品牌權益及關係行銷理論為基礎，探討國產品牌水果中間商與農民團體合作推廣品牌水果的意願。以100位中間商（承銷商與零售商）的問卷資料，經因素分析與路徑分析後，發現中間商對品牌水果的價值認知及獲利性，對其與農民團體合作推廣品牌水果的傾向具正向的影響，但信任則對合作傾向沒有顯著的影響，本文最後並提出管理意涵。

This study is to explore the impacts of propensity to cooperation of dealers based on brand equity and relationship marketing theorems. There were 100 questionnaires returned. The results of factor analysis and path analysis indicate that the perceptions of value and profitability were positive related to the propensity to cooperation with farmer's organizations of dealers. But the trust element has no impact on propensity to the cooperation between them. Finally, the management implications were proposed.