臺灣博碩士論文加值系統

﹛﹛台灣地區的行銷通路發展，早期由大型製造商或其行銷體系所主導．1987年後連鎖零售商店的興起，引起流通業的通路革命．﹛﹛本研究以個案訪談及問卷調查方式，研究東部地區主要零售業的物流通路發展及市場行銷結構．﹛﹛本研究發現商品供應商在東部地區的行銷中間機構以經銷商體系為主，而貨運業者對東部地區商品流通機能的貢獻高於物流中心業者．影響供應商行銷通路選擇的關鍵因素為通路成員因素與公司因素;影響東部地區物流機能發展的關鍵因素為人口條件,基礎條件與競爭條件．﹛﹛東部地區的零售業包括全國性及地區性兩種，其物流活動與通路發展除了受到零售業業態特性及公司能力與目標的影響外，東部地區的市場通路結構對零售業的通路發展亦有不同程度的影響．

There has been a multiplication of retail formats over recent years,as moderninternational and local operators such as 7-11 or Makro expand their operations.With their more efficient management practices,they have caused a decline in the importance of the traditional wholesaler channel and the revolution of marketing channel. This paper will focus on the channel development strategy of distribution organizations which operate in the eastern area of taiwan. The results show that the channel member and company factor influence the manufacturer selecting his marketing members in the eastern area of taiwan.The results also show that the population and infrastructure and competition conditions influence the development of logistic mechanism in the eastern area of taiwan. The business characteristics and the ability and strategic goal of the retails influence his logistic activities and channel policy.The channel members of the market in the eastern area of taiwan also have different effects on the different channel activities of retails.