臺灣博碩士論文加值系統

由於大環境的變化，及在我國政策法規的限制下，使傳統企業不得不往具更高附加價值的活動升級。加上近年配銷市場蓬勃發展的影響，行銷通路是完成價值鏈的主要活動；在供應商與經銷商的相互配合下，通路合作關係的維持更顯重要。
故本研究由台糖畜殖事業部建構肉品新通路的活動中，對新通路的建構、通路維持與通路合作績效等課題進行研究，採主體供應商台糖公司及建構的新通路商做為個案研究的基礎，藉由深度訪談彙整相關資料後，發展出相關命題並獲致以下結論：
(一)、台糖畜殖事業部建構肉品新通路的活動中，當欲建構的新通路屬於進入困難度較高時，會運用高階主管的社會網絡作為助力建構新通路關係；在策略互補的前提下，建構新通路所面臨的困難度較低，此時會偏向運用既有的社會網絡作為助力建構新通路關係。
(二)、台糖畜殖事業部建構肉品新通路的活動中，新的高階主管社會網絡對建立之新通路的通路維持具有正向的影響關係。當黑心食品與病死豬事件受到矚目時，雙方高階主管會關注通路合作，進而對通路維持產生助力，甚至更依賴與台糖畜殖事業部的合作關係。
(三)、台糖畜殖事業部建構肉品新通路的活動中，通路維持的品質與通路合作績效有對應關係，通路維持的品質越好，未來合作關係滿意度就越高。外部環境的變化會干擾通路維持對通路合作績效的正向影響關係。舉例而言，2007年雲林斃死豬事件受關注時，銷售量與滿意度皆大幅提升，是外部環境使雙方合作夥伴合作績效提升的例子。
關鍵字：台糖畜殖事業部、社會網絡、通路關係、通路合作績效。

Because of the environment was changed, and the policies and regulations of our country was control, that make traditional industries had to upgrade the activity with higher additional value. In additional, product distribution markets are vigorous in recent years, marketing channels are the main activity of value chain; Under the mutual cooperation of suppliers and distributors, that appear to maintain channels relationship are important.
This research to make a study form Animal Business Division, TSC that establish new channels activities of meat products, including how to establish and maintain new channels, channel performances. The case study is based on the main company, TSC and the new channels, that by deep interview and data analysis to develop propositions and obtain the following conclusions:
(1) The Animal Business Division, TSC establish new channel activities of meat products, when channels have high barriers to enter then TSC will use social networks of top manager to establish channel relationship; Base on the strategy is complementary that the channels entry barriers are low, TSC will deflect using social networks that has already had to establish new channel relationship.
(2) The Animal Business Division, TSC establish new channel activities of meat products, top manager’s social networks have positive relation to maintain new channels. When cause some huge events, cooperation both sides will take notice of channels cooperation that would cause assistance in maintaining channels, even then the channels are more depend on TSC.
(3) The Animal Business Division, TSC establish new channel activities of meat products, channel maintenance quality have positive relation on channel cooperation preference, channel maintenance quality well cause high satisfaction of future cooperation relation. The change of external environment will interfere the positive relation that of channel maintenance and channel cooperation preference.

Key word: Animal Business Division, TSC, social networks, channel relationship, channel cooperative performance

摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍界定 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 社會網絡 4
第二節 外部環境 7
第三節 通路關係 10
第四節 通路關係品質 14
第五節 通路合作績效 20
第三章 研究方法 25
第一節 研究架構 25
第二節 研究變數說明 26
第三節 研究方法 28
第四章 研究個案與結果 34
第一節 台糖公司 34
第二節 通路商A公司 41
第三節 通路商B公司 46
第四節 通路商C公司 49
第五節 通路商D公司 55
第五章 研究結果與命題發展 60
第一節 研究結果 60
第二節 研究命題 61
第六章 結論與建議 67
第一節 結論 67
第二節 研究限制 68
第三節 研究貢獻與管理意涵 69
參考文獻 72
附錄：訪談問卷 83

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