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研究生:蘇勤惇
研究生(外文):Su Chin Dun
論文名稱:行銷通路中買賣關係之研究
論文名稱(外文):The Buyer-Seller Relationships in Information Industry
指導教授:賴其勛賴其勛引用關係
指導教授(外文):Lai Chi Shiun
學位類別:碩士
校院名稱:大葉大學
系所名稱:工業關係研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:120
中文關鍵詞:供應商製造商關係行為資訊產業
外文關鍵詞:suppliersmanufacturersrelational behaviorinformation industry
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面對資訊科技的快速演進,企業所面臨外在環境的競爭也日益激烈,企業與企業間的合作不外乎為了提升產品品質和降低成本以增加企業的競爭優勢並滿足顧客的需求。在面對如此競爭的環境,許多企業改變以往和上游廠商敵對的狀態轉為建立良好的長期關係,因為有著相同的經營目標,企業間才能共存共榮,分享彼此的知識和資訊。因此,交易雙方彼此的合作關係顯得格外重要。
在交易中,除了外在環境的干擾外,交易雙方以哪些行為來促進彼此的關係與為何會有這些行為產生則為本研究之研究動機。因此,在這篇論文中所真正要探討的在於製造商與供應商之間實際的行為包含資訊的交換、營運的連結、合法的契約、合作規範、買方的適應和賣方的適應等。藉由質性研究深入訪談的方法來探討並瞭解實務界中有哪些關係行為是被用來強化彼此雙方關係等。
本研究發現,資訊產業中製造商採購的訪談可探尋出三個關係行為的影響因素,分別為:市場競爭、資訊科技與政府電子化輔導,這三個因素影響關係行為之進行,並提昇供應商績效與製造商滿意度。

The fast improvement of information technology has made the enterprise facing more and more external competitions. The cooperation between the enterprises can help themselves to promote the quality of product and reduce the cost that could increase the advantages of competition and satisfy with customer’s requirement. For this reason, a lot of manufacturers have changed the antagonistic attitude become to build good and long relationship with their suppliers. Because they have the same operating goal, and then they can cooperate and share the information and knowledge each other. Thus, the cooperation becomes more important for them.
Above all, besides of interference from outside, it focuses on which behaviors will improve the relationship between business transactions parties and what happened with them. Therefore, we want to specify what is the actual action between manufacturers and suppliers including information exchange, operational linkages, legal bonds, cooperation and relationship-specific adaptations by buyers and sellers. We use the in-depth interview and narrative analysis method to know which relations are useful to each other in our business.
Ultimately, it find out three influential factors of relationships, includes marketing competition, information technology and e-business guidance and assistance by Government. These factors affect relational behaviors with buyers and sellers, and then promote the satisfaction and performance in information industry.

目錄
封面內頁
簽名頁
授權書………………………………………………………………iii
中文摘要……………………………………………………………iv
英文摘要……………………………………………………………v
誌謝…………………………………………………………………vii
目錄…………………………………………………………………viii
圖目錄………………………………………………………………ix
表目錄………………………………………………………………iix
第一章 緒論…………………………………………………………1
第一節 研究背景與動機…………………………………1
第二節 研究目的………………………………………………4
第二章 文獻探討……………………………………………………6
第一節 交易成本理論……………………………………7
一、交易成本概念………………………………7
二、產生交易成本之因素………………………7
三、影響交易成本的因素………………………10
四、小結…………………………………………14
第二節 社會交換論………………………………………14
第三節 關係行為…………………………………………17
一、資訊交換……………………………………18
二、營運的連結…………………………………20
三、合法的契約…………………………………20
四、合作規範……………………………………25
五、買賣雙方特殊關係適應……………………26
六、小結…………………………………………27
第四節 買賣關係之影響因素……………………………29
一、供應商可選擇性……………………………30
二、供應市場動態性……………………………30
三、供應的重要性………………………………31
四、供應的複雜性………………………………31
五、小結…………………………………………31
第五節 關係行為之結果…………………………………32
第六節 小結………………………………………………33
第三章 研究方法……………………………………………………35
第一節 研究前理論架構…………………………………36
第二節 資料蒐集方法……………………………………37
一、質性研究……………………………………38
二、質性研究的過程……………………………38
三、質性研究方法之特性………………………40
四、質性研究與量化研究的比較………………42
五、深度訪談……………………………………44
六、本研究採用質性研究之因…………………45
第三節 研究對象…………………………………………46
第四節 訪談過程…………………………………………48
第五節 訪談題綱…………………………………………48
第六節 資料分析方法……………………………………51
第四章 研究結果分析………………………………………………54
第一節 資料分析結果……………………………………54
第二節 關係行為…………………………………………55
第三節 影響因素、結果與關係行為之命題推論………82
第五章 結論與建議…………………………………………………102
第一節 結論………………………………………………102
一、研究前理論架構之影響因素………………102
二、研究後架構…………………………………103
第二節 管理意涵…………………………………………106
第三節 未來研究建議……………………………………107
一、大陸研究……………………………………107
二、以供應商角度研究…………………………108
三、以不同產業的方向…………………………108
第四節 研究限制…………………………………………108
參考文獻………………………………………………………………109
圖目錄
圖3-1研究前理論架構………………………………………………37
圖4-1研究後架構……………………………………………………55
表目錄
表3-1質性研究與量化研究之比較…………………………………43
表3-2本研究訪談企業基本資料之整理……………………………47
表4-1各公司之資訊交換一覽表……………………………………61
表4-2各公司之營運連結一覽表……………………………………66
表4-3各公司之合法契約一覽表……………………………………70
表4-4各公司之合作規範一覽表……………………………………76
表4-5各公司之特殊關係適應一覽表………………………………81
表4-6各公司影響因素導致關係行為之整理………………………86
表4-7資訊科技對關係行為影響之一覽表…………………………92
表4-8政府電子化輔導與關係行為一覽表…………………………96

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