臺灣博碩士論文加值系統

　　在競爭程度更勝以往的環境下，處在市場最前線的零售商為求得生存與成長，莫不挖空心思在行銷手法上推成出新，此時，通路的管理與運作就成為了一項重要的課題。而透過向上通路整合的方式將可使得廠商獲取產品差異化、降低成本、獲取較高市場佔有率等優勢。
本研究重點包括：
1.向上通路整合對企業的重要性。
2.向上進行通路整合的動機。
3.進行整合時所遇到的困難。
過程中採用探索性研究的方式，首先針對相關文獻作回顧與整理，而後選定兩家個案公司並與其企業經理人進行訪談，並將所得到的資料進行彙整分析。
研究結果發現，追求差異化、控制交易成本與展現通路權力是企業獲取競爭優勢的來源，因此向上通路整合對零售商而言，可說是為了生存的必然趨勢。而企業在進行向上通路整合時所考量的因素可分成幾個主要構面：
（一）策略考量：集結企業內部及結盟企業之集體產能與資源、通路權力、改善供應鏈效率及提高競爭力。
（二）交易特性：交易成本最小化、專屬資產可節省成本、防止專屬性資產轉移至競爭者、交易的頻率。
（三）競爭環境：降低不確定性（價格、技術、政治經濟等）。
然而在向上整合的過程中難免會面臨到限制與困難，如製造商的排斥、資源與規模的限制及溝通的問題等。最後針對研究結論部分提出四個管理面的做法包括商流、物流、資訊流與金流，可作為有興趣進行向上通路整合的企業執行時的參考。

　　Being the market frontier and given that the market competition is higher than ever, retailers try hard to come up with innovative sale tactics in order to survive and grow in the market. This makes channel management and operation an important topic. Through forward channel integration, manufactures will be able to obtain merchandize differentiation, lower capital cost, and gain market share.
The highlights of this research include:
1.The importance of forward channel integration to the 　　　corporation
2.The motives for forward channel integration
3.The difficulties encountered from the process of integration
　　Exploratory research techniques were adopted in this study. Related literature was first reviewed and organized to develop research questions. Then two individual firms were selected as cases for the qualitative research. In-depth interviews with the top management of the two cases were conducted, and lastly, data and information analyzed, and conclusion drawn.
　　The results of this research indicate that pursuing differentiation, controlling trading cost and unfolding channel power are corporation’s sources of gaining competitive advantages; therefore, forward channel integration becomes a necessary trend for the retailer to survive in the market. There are several main factors affecting corporation’s pursuing forward channel integration:
(1)Strategic consideration: Combining own and ally corporation’s collective productivity, resources, and channel power in order to improve supplier chain’s efficiency, and increase competitiveness
(2)Trading Factors: Minimizing trading cost
(3)Competitive Environment: Lowering uncertainty
Nevertheless, limitations and difficulties arise from the process of forward channel integration such manufacturer’s rejection, resource/size limitations, and communication problems. The major implications related to merchandising, logistics, information, and finance are proposed and can be referred for corporations interested in implementing forward channel integration.

目錄
中文摘要 --------------------------------------- Ⅰ
英文摘要 --------------------------------------- Ⅱ
誌　　謝 --------------------------------------- Ⅲ
第 一 章 緒論
第一節 研究動機 ---------------------------------- 1
第二節 研究內容 ---------------------------------- 2
第三節 研究流程 ---------------------------------- 2
第四節 論文架構 ---------------------------------- 3
第 二 章 零售業與通路文獻探討
第一節 零售業 ------------------------------------ 5
第二節 行銷通路 --------------------------------- 15
第三節 零售商向上整合動機 ----------------------- 22
第 三 章 研究方法
第一節 研究方法選擇 ----------------------------- 44
第二節 資料收集與設計 --------------------------- 46
第三節 研究問題 --------------------------------- 48
第四節 信度與效度 ------------------------------- 49
第五節 研究倫理 --------------------------------- 52
第 四 章 個案簡介
第一節 零售產業發展概況 ------------------------- 54
第二節 個案A (便利商店) ------------------------- 57
第三節 個案B (生活雜貨) ------------------------- 60
第 五 章 訪談資料整理
第一節 個案A (便利商店) ------------------------- 63
第二節 個案B (生活雜貨) ------------------------- 69
第三節 訪談內容整理 ----------------------------- 77
第 六 章 結論與建議
第一節 研究結論 --------------------------------- 79
第二節 管理意涵 --------------------------------- 86
第三節 研究貢獻 --------------------------------- 89
第四節 研究限制 --------------------------------- 91
第五節 對後續研究的建議 ------------------------- 92
參考文獻 ---------------------------------------------- 94
附錄
訪談大綱 ---------------------------------------------- 99
輔助訪談大綱 ----------------------------------------- 100
表目錄
表2-1 零售業功能 ----------------------------------- 7
表2-2 零售商店的類型 ------------------------------- 9
表2-3 零售業的型態分類 ----------------------------- 10
表2-4 零售業分類 ----------------------------------- 11
表2-5 零售業組織分類表 ----------------------------- 14
表2-6 通路功能表 ----------------------------------- 17
表2-7 權力來源或基礎 ------------------------------- 21
表2-8 產業生命週期特質 ----------------------------- 26
表2-9 零售業生命週期階段特徵 ----------------------- 28
表2-10 影響交易成本因素歸納表 ----------------------- 33
表2-11 零售商向上整合之動機彙總表 ------------------- 42
表3-1 定性研究與定量研究的比較 --------------------- 44
表4-1 台灣零售業發展背景與階段一覽表 --------------- 55
表4-2 全國零售業營收概估表 ------------------------- 56
表4-3 個案A近四年營業額 --------------------------- 59
表4-4 個案A類別銷售百分比 ------------------------- 59
表4-5 個案B近四年營業額 --------------------------- 61
表4-6 個案B類別銷售百分比 ------------------------- 62
表5-1 整合動機歸納表 ------------------------------- 78
表6-1 零售商進行向上游整合之誘發因素 --------------- 80
圖目錄
圖1-1 研究流程 ------------------------------------- 3
圖2-1 行銷通路結構圖 ------------------------------ 18
圖2-2 競爭策略演進 -------------------------------- 25
圖2-3 組織失靈架構 -------------------------------- 32
圖2-4 供應鏈整合示意圖 ---------------------------- 39
圖4-1 個案A 組織結構圖 ---------------------------- 59
圖4-2 個案B 公司組織圖 ---------------------------- 62

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