关键词: 渠道管理 , 渠道绩效 , 定价策略 , 半导体 , IC产业 , 代理商

Abstract: Semiconductor IC manufacturer's channel management performance was divided into four factors: product strategy, pricing strategy, channel strategy and technical support. Research model is based on Katsikeasetal's (2004) model on supply chain performance to study the relationships between the performance factors. Questionnaires were given out to employees of 8 authorized distributors of a well known semiconductor IC manufacturer for data analysis on the research model. 190 valid samples were collected. Pilot study used 20 samples to run Cronbach's Alpha, KMO and Bartlett's tests to ensure the reliability and adequacy of the factors and measures. Five hypotheses were tested using correlation and regression analysis. Results suggest that pricing strategy is the most influential factor to manufacturer's channel management performance out of the 4 factors in this study. Suggestions on how to reform product strategy, pricing strategy, technical support and channel strategy were given to improve IC manufacturer's channel management performance. 

Key words: Channel management , Channel performance ,  Pricing strategy ,  Semiconductor , IC industry ,  Distributor