臺灣博碩士論文加值系統

　　近年來關係式行銷逐漸成為行銷領域中重要的研究課題，這種主要以組織間關係式之典範一特許加盟、自願加盟之便利商店連鎖加盟體系為研究對象，從組織間關係與統治策略的觀點，探討連鎖加盟體系授權者、被授權者的合作、互動關係，及其對通路整體績效之影響。
　　在交易成本理論、資源互賴理論、以及代理關係理論之基礎上，本左究主要探討的主題有三：總部與加盟者雙方合作關係、加盟者特質對合作關係之影響、以及合作關係對通路運作績效之影響。
　　在實證研究方面，研究結果顯示根據本文之研究架構所建立之假設，大致均可獲得支持。茲將研究發現略述如下：
　　1.加盟者因素方面，非單方面之依賴一互賴、及較佳之加盟經驗對合作關係具正面的影響。
　　2.總部偏重參與式控制類型，則通路整體績效較佳。
　　3.總部與加盟者雙方存在合作性之溝通互動關係，則對通路整體績效有顯著的正面影響。
　　4.雙方「建設式」衝突化解方式，對通路整體績效有正面影響。
　　5.總部控制機制與溝通互動之交互作用，對通路運作績效有顯著影響。

　　In the recent years, the relationship marketing gradually becomes a main issue in the marketing research. This kind of relationship exchange between organizations is also a mainstream of research on marketing channels. The research focuses on the chain system of convenience stores, such as franchise system and voluntary chain. It concerns the cooperative and interactive relationship between the franchisers and franchisees of chain system and also its influence on the integral performance of marketing channels.
　　Based on the transaction cost theory, resource interdependence theory and agency relationship theory, the research mainly discusses the cooperative relationship between headquarters and the chain stores, the influence of the chain stores respective characteristics on the cooperative relationship, and teh influence of the cooperative relationship on the performance of marketing channels.
　　In the aspect of empirical research, the result of research indicates that the hypothesis proposed on the basis of this research structure can be supported as follows:
　　1.In the aspect of the chain stores, the interdependence and good experience are positive for the cooperative relationship.
　　2.The participating control style of headquarters is good for the integral performance of marketing channels.
　　3.That existing cooperative and communicative interaction between headquarters and chain stores has noticeably positive influence on the integral performance of marketing channels.
　　4.Adopting constructive solution for the conflict between headquarters and chain stores is good for the integral performance of marketing channels.
　　5.The control from headquarters and the communicative interaction is helpful for the performance of marketing channels.