近幾年來，許多供應商紛紛降低其通路促銷的預算，主要是因為供應商付出龐大的通路促銷費用，但卻無法獲得預期的促銷績效。因此，如何有效地執行促銷策略，並促使零售商支援其促銷活動，便成為供應商在行銷管理上的重要課題。在過去促銷活動的研究中，大多將研究焦點著重在消費者身上，而忽略了從通路的觀點來探討對於促銷活動的影響，然而，零售商藉由直接接觸並影響消費者的能力，使得其通路權力不斷的擴大，因此，供應商必須藉助零售商的支援與配合才能使促銷活動的效益達到最大化。故本研究試圖探討影響零售商支援其供應商促銷活動的因素，並以供應商的影響策略作為出發點，來探討對於零售商支援促銷活動行為的影響，並進一步加入信任與承諾等關係變數，以建立一影響零售商支援供應商促銷活動因素的架構。

Retail promotions produce large and immediate increases in the promoted item’s unit sales volume. Therefore, suppliers employ a variety of techniques to secure the cooperation of retailers who sell their products. Although lots of the promotion-related literature focused on consumer’s response to promotion activities, it still lacks accessing promotion issues from marketing channel point of view. As retailers have gotten increasing power to influence or even dominate channel activities, their decision to support supplier’s promotion has become a key issue for suppliers when doing channel promotion. This study developed a framework and empirically explored factors affecting retailer’s support of channel promotion. Based on a sample from the telecommunication-product retailers in Taiwan, we analyzed the impact of influence strategy (coercive strategy and non-coercive strategy) on retailer’s promotional support. The results show that channel members can establish and maintain the better relationships by well using their influence strategy to gain the retailer’s promotional support.

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