臺灣博碩士論文加值系統

效率化消費者回應(ECR)近年是我國商業司大力推動的商業自動化計畫之
一，目前在業界仍在起步的階段，由於國外的ECR實施成效顯著，加上資
訊科技在商業上的應用已漸成一種趨勢，因此，引發了本研究的研究動機
。所謂的效率化消費回應，指的是「以提升整體供應鏈效率與極大化消費
者價值為訴求的產業合作策略,其實施過程中伴隨跨組織資訊的交換及資
訊科技的運用」，本研究透過國外文獻的探討與對國內企業深度訪談，進
行此一主題的探索性研究，研究的重心分成三大部份：企業導入ECR的前
置因素，導入ECR對於組織產生的影響，以及導入ECR對於上，下游通路成
員間關係的改變，經過整理、分析所得到之初級資料與次級資料之後，得
到的研究結果如下：在企業導入ECR的前置因素方面，供應商主要因為交
易成本過高因素導入ECR，而零售商主要因為通路競爭激烈導入ECR；在導
入ECR對於組織產生的影響方面，ECR的導入可能促使組織進行組織調整，
而導入ECR對於組織的專業化與績效控制能力都有正面的影響；在導入ECR
對於組織間關係的改變方面，導入ECR會提升合作夥伴間互信的程度，帶
來更多的承諾，並使雙方的權力結構改變。值得一提的是，導入ECR的企
業多為市場上領導廠商，而雙方必須以資訊交換作為實施ECR的基礎，也
是ECR實施的特色.

This is an exploratory research about Efficient Consumer
Response (ECR). The points of this research are the influencing
factors and effects of ECR. And the method of this research is
case study. There are three cases and five companies in this
research.According to the results of this research. High
transaction costs is the major factor of suppliers that adopt
ECR strategy. And the main reason of retailers that adopt ECR
strategy is dramatic competition among distribution channels.
Besides, it is found that ECR strategy affects the
administrative structure of an organization, It has positive
effects on the organizational structure, specialization and the
ability of performance control. On the other hand, ECR strategy
also could influence the relationships between suppliers and
retailers. After adopting ECR strategy, the trust and
committment among distribution members had been stronger. And
the source of power of retailers increases because of the
information exchange. It could affect the power structure
between suppliers and retailers.At last, it is notable that ECR
strategy is started from strong firms in the marketplace. And it
must be company with information exchange for firms to prepare
to change with enviroment.