Following to the industrial competition which is getting along intense day by day, it is a deeply concerned subject to the manufacturer from spread global world, how to prove their product into the international market successfully. Facing in the culture and language of different country, as well as various countries¡¦ tedious product laws, regulations and multiple limits in the procedure, the manufacturer confront the enormous challenge with the product development into the global market. Increasing by the demands of the global certification system gradually, in order to win the initiative, it is essential to let their product obtain various countries¡¦ approval positively and rapidly. The main purpose for this research contains the discussion in different circuit¡¦s characteristic of certification body, different circuit¡¦s shortcomings and advantages, and the choices¡¦ estimation of consideration factor in certification systems. This pattern of research adopts personal methodology in processing empirical analysis which belongs to the personal design and analysis issue. We discover that different circuit strategy causes the influence on the manufacturer and certification body. While the certification body draws up the circuit strategy to comply with the manufacturer¡¦s demands, they must expect the effect to different circuit¡¦s variation meanwhile. Speaking of the manufacturer or certification body, it causes different kinds of advantages and shortcomings no matter for the zeroth order circuit or the first-order circuit. Although the zeroth order circuit is a pipeline that lets the coordination and communication between manufacturer and the certification body directly, however, the latent shortcoming still exists. The different circuit system applies to different suitable situation in Taiwan. Keywords: Distribution Channel Strategies, Certification Body

This article studies the signal effects between different distribution channels. In this article, we assume the quality of goods only depends on production cost. The production cost is private information only belongs to manufacturers in direct channel. On the other hand, in indirect channel, production cost is information shared by manufactures and retailers, but the consumers will not know the production cost. Referring to consumer side, the demand of high quality goods is higher than the demand of low quality goods. All information is public to all players except the production cost. Therefore, the manufactures who provide high quality goods must signal their quality to consumers to get high sales volume. This research will verify the signaling effect in direct channel then explore the effect in indirect channel. After proving how the signaling effects work in both channels, we compare the effects among different channels. The comparison could help venders who face the adverse selection problems to make their channel strategies. The research results are as following: 1. No matter direct or indirect channels, the signaling effect get weak with the increase of consumer¡¦s price sensitivity, demand for high end goods and production cost of the goods. 2. The signaling effect in indirect channel is more effective than the effect in direct channel when consumers are with low price sensitivities. 3. The signaling effect in direct channel is more effective than the effect in indirect channel when the cost of goods in the same category is low. Keywords: signaling game; channel strategies; price strategies.

Globalisation has taken the world by storm by opening opportunities for new markets and easier communication. The general economic climate during the last decade is one reason to this, and the impact has resulted in internationalisation as a key strategy for survival. This has affected many kinds of industries and companies, not least new venture firms. There is today a competitive market climate where companies need to have a strategic advantage to succeed. One advantage could be to increase customer value through the selection of communication channels and sales channels, which has resulted in the following research objective: The purpose of this study is to examine how international market entry decisions based on customer perceived value can affect the choice of communication and sales channel strategies for new venture firms in a B2B context. This study has been of exploratory descriptive kind where a qualitative data collection has been conducted through in-depth interviews with five gemmologists active worldwide. The results of the research were varied since the respondents had different opinions, but some conclusions could still be made. The findings suggest the use of a multiple channel strategy regarding sales channel. The study also highlights the importance of 1) Building and cherishing customer relations, 2) Looking up potential resellers or distributors, 3) Communicating a solution and not a product and finally 4) Focus on internet advertising rather than paper and television. Since this study has been of qualitative kind, one suggestion for future research is to make a quantitative study of the same study to confirm the previously mentioned findings. These findings are due to the nature of the study only implications, but a quantitative study would make them generalizable. / Globalisering är ett område som tagit världen med storm, detta genom att förenkla kommunikation och öppna möjligheter till nya marknader. Det ekonomiska klimatet i skrivande stund är en av faktorerna som har påverkat detta, vilket har resulterat i internationalisering som en viktig strategi för överlevnad. Detta har påverkat många typer av industrier och företag, inte minst startups. Dagens konkurrenskraftiga marknadsklimat medför att företag behöver ha någon slags strategisk fördel för att lyckas. En fördel kan vara att öka kundvärdet genom val av kommunikationskanaler och försäljningskanaler, vilket lett till följande syfte för denna studie: Syftet med denna studie är att undersöka hur marknadsbeslut baserade på kundvärde kan påverka valet av kommunikations- och försäljningskanaler i ett B2B-sammanhang. Denna studie har varit av förklarande och beskrivande slag, där en kvalitativ datainsamling har genomförts genom djupintervjuer med fem gemmologer som är aktiva på en internationell marknad. Resultaten av studien var varierade då respondenternas åsikter skildes, det gick dock trots detta att dra en del slutsatser. Resultaten indikerar att användning av en hybrid försäljningsstrategi vore optimal. Studien belyser också vikten av att 1) Bygga upp och värna om kundrelationer, 2) Söka potentiella återförsäljare eller distributörer, 3) Sälja en lösning istället för en produkt och slutligen 4) Fokusera på internetannonsering i stället för tidningar och tv. Då denna studie har varit av kvalitativt slag är ett förslag till framtida forskning att göra en kvantitativ studie av samma ämne för att bekräfta resultaten. Resultaten är i nuläget endast indikationer medans en kvantitativ studie skulle göra dem generaliserbara.

Esta investigación tiene como objetivo evaluar la influencia del correcto uso de Marketing Digital sobre el posicionamiento del Gran Hotel Continental de Cajamarca. Esta, reúne datos históricos y actuales del establecimiento, para recomendar los canales y estrategias de Marketing Digital adecuados para el hotel. Este establecimiento hotelero de 4 estrellas, lleva operando 16 años en Cajamarca. Su mercado objetivo es principalmente turistas nacionales y extranjeros, además de pequeños grupos corporativos de la región. Este estudio nace por la creciente digitalización de los medios de comunicación y, la fuerte presencia web que tienen los negocios. La propuesta de valor, nace del análisis de la situación actual, respecto a los temas digitales y los actores involucrados a nivel interno y externo; y como afectan al posicionamiento del establecimiento. Esto, para recomendar estrategias adecuadas que desarrollen su posicionamiento web; y la captura de clientes potenciales e ingresos. El primer capítulo expone el problema y traza los objetivos del estudio. El segundo, desarrolla el marco teórico, muestra información útil, y conceptos importantes de fuentes confiables, base de nuestra investigación. El tercero, muestra la metodología usada para profundizar la investigación,los instrumentos, muestra y población para lograr los objetivos. El cuarto, evidencia los resultados. El quinto la discusión de estos frente al marco teórico para afirmar la hipótesis. Finalmente, el sexto expone las conclusiones y recomendaciones a enviar al establecimiento. / This research aims to assess the influence of the correct use of Digital Marketing on the positioning of the Gran Hotel Continental Cajamarca. It gathers historical and current data from the establishment, to recommend the appropriate Digital Marketing channels and strategies for the hotel. This is a 4-star hotel and it has been operating for 16 years in Cajamarca. Its target is mainly domestic and foreign tourists, and small corporate groups in the region. This study begins from the increasing digitalization of media and the strong web presence that businesses have. The value proposition borns from the analysis of the current situation, regarding digital issues and the actors involved internally and externally; and how they affect the positioning of the establishment. This, to recommend suitable strategies to develop its web positioning; capturing potential clients and revenue. The first chapter exposes the problem and outlines the objectives of the study. The second, develops the theoretical framework, shows useful information, and important concepts from reliable sources, the basis of our research. The third shows the methodology used in the research, the instruments, the sample and population to achieve the objectives. The fourth evidences the results. The fifth is the discussion of these against the theoretical framework to confirm the hypothesis. Finally, the sixth exposes the conclusions and recommendations to be send. / Tesis

Covid-19-pandemin och åtföljande restriktioner gjorde det svårt för konsumenter att integrera både online och offline kanaler. Syftet med studien är att få en förståelse över hur pandemin har förändrat konsumenters kanalstrategier i detaljhandeln, och vilka kanaler konsumenter börjat föredra att använda sig av vid shopping. För att studera detta har vi tillämpats oss av Elaboration likelihood model för att med hjälp av insamlad empiri förstå hur konsumenters informationsbearbetning i online och offline kanaler formar deras strategier att kombinera kanaler. Datamaterialet består av en kvalitativ metod i form av enskilda intervjuer och fokusgrupper, med 26 respondenter sammanlagt. I samband med pandemin visar resultatet på att respondenterna övergick från att utföra spontana till mer planerade inköp. Den största anledning till denna förändring är att shopping i fysiska butiker inte var lika roligt på grund av de nya restriktionerna som bland annat gjorde så att provrummen stängdes ned. Resultatet visar även på att informationsbearbetningen i online och offline kanaler är bidragande i skapandet av respondenternas kanalstrategier. Respondenterna hade olika sätt att behandla informationen som presenterats för dem, och utformade därifrån kanalstrategier. Sammanfattningsvis kan vi konstatera att beroende på hur respondenten behandlar informationen som presenterats, leder detta i sin tur till skapandet av kanalstrategier. Detta förklarar varför respondenterna som behandlade informationen via ELM’s centrala eller perifera kanal hade olika kanalstrategier. / The Covid-19 pandemic and associated restrictions made it difficult for consumers to integrate both online and offline channels. The purpose of the study is to gain an understanding of how the pandemic has changed consumers' channel strategies in retail, and which channels consumers have begun to prefer to use when shopping. To study this, we have applied the Elaboration likelihood model to use collected empirical data to understand how consumers' information processing in online and offline channels shapes their strategies for combining channels. The data material consists of a qualitative method in the form of individual interviews and focus groups, with a total of 26 respondents. In connection with the pandemic, the results show that the respondents switched from making spontaneous to more planned purchases. The main reason for this change is that shopping in physical stores was not as fun due to the new restrictions that, among other things, caused the rehearsal rooms to be closed. The results also show that information processing in online and offline channels contributes to the creation of respondents' channel strategies. The respondents had different ways of processing the information presented to them, and from there devised channel strategies. In summary, we can state that depending on how the respondent processes the information presented, this in turn leads to the creation of channel strategies. This explains why the respondents who processed the information via ELM's central or peripheral channel had different channel strategies.