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研究生:楊育書
研究生(外文):Yu-Su Yang
論文名稱:外銷通路衝突管理之探討~以快速開發國家台灣為例~
指導教授:鄭明松鄭明松引用關係
指導教授(外文):Julian M.S. Cheng
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
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:159
中文關鍵詞:通路衝突權力來源影響策略相互依賴國家文化外銷通路
外文關鍵詞:power sourcesinfluence strategiesconflictinterdependenceculture
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本研究乃從快速開發國家之台灣觀點,探討影響其外銷通路衝突之原因,將過去西方國家學者於通路領域中所探討之各變項,引用至快速開發國家之通路領域進行研究,以驗證之前於已開發國家通路領域實證研究結果之適用性。除可了解快速開發國家外銷通路管理發展之概況外,希望藉由台灣之實證研究,提供其他開發中國家於外銷政策制訂之參考依據。
本研究乃探討台灣電腦週邊及事務設備與電子零件外銷廠商,面對美日批發商及配銷商之外銷通路衝突管理情形。透過實證研究,了解外銷廠商權力來源、影響策略、通路衝突、相互依賴、本身國家文化與批發商及配銷商國家文化彼此間之影響關係。
本研究乃透過網路問卷方式進行問卷發放工作,共計發放345份,回收有效問卷71份,回收率達20.58%,透過統計軟體執行資料分析後,研究結果發現:

一、強制權力來源之行使,在影響策略運用上亦會傾向採用強制性影響策略。
二、非強制權力來源之行使,在影響策略運用上亦會傾向採用非強制性影響策略。
三、強制權力來源之行使,對於雙方衝突管理會產生破壞性衝突的結果。
四、強制影響策略之行使,對於雙方衝突管理會產生破壞性衝突的結果。
五、非強制影響策略之行使,對於雙方衝突管理會產生建設性衝突的結果。
六、組織間對稱相互依賴程度越高時,來源廠商越傾向運用非強制性影響策略。
七、外銷廠商本身的國家文化會對其所採行的影響策略造成影響。
八、外銷廠商國家文化對影響策略的影響,會因不同的相互依賴結構而有所差異。
九、批發商和配銷商本身國家文化,會影響與影響策略間之關係。
十、權力來源對通路衝突影響,會因批發商和配銷商本身國家文化而有所差異。
十一、影響策略對通路衝突影響,會因批發商和配銷商本身國家文化而有所差異。

根據實證研究之結果,本研究提出以下之建議:
一、衝突管理傾向建設性衝突結果
二、提高對國家文化的重視
三、影響策略與權力來源並用
四、以下游廠商及雙邊觀點看待整個研究模型
~目錄~

第壹章研究緒論……………………………………………………………1
第一節研究動機與背景……………………………………………………1
第二節台灣外銷產業現況發展……………………………………………3
第三節研究目的與問題……………………………………………………6
第四節研究進行程序………………………………………………………8
第五節章節架構……………………………………………………………9

第貳章文獻探討……………………………………………………………10
第一節權力來源……………………………………………………………11
第二節影響策略……………………………………………………………22
第三節通路衝突……………………………………………………………30
第四節相互依賴……………………………………………………………40
第五節國家文化……………………………………………………………44
第六節權力來源與影響策略相關實證研究………………………………52
第七節權力來源與通路衝突相關實證研究………………………………53
第八節影響策略與通路衝突相關實證研究………………………………57
第九節通路相互依賴相關實證研究………………………………………59
第十節國家文化與通路相關實證研究……………………………………62
第十節其他通路領域相關實證研究………………………………………65

第參章研究方法……………………………………………………………69
第一節研究模型……………………………………………………………69
第二節研究假設……………………………………………………………71
第三節研究變項之操作型定義與衡量方式………………………………78
第四節研究設計……………………………………………………………86
第五節資料收集……………………………………………………………95
第六節分析方法……………………………………………………………97

第肆章資料分析……………………………………………………………98
第一節無反應偏差檢定……………………………………………………99
第二節信度分析……………………………………………………………100
第三節效度分析……………………………………………………………104
第四節描述性統計…………………………………………………………108
第五節假說驗證……………………………………………………………109
第六節假說驗證彙總………………………………………………………125

第伍章結論與建議…………………………………………………………126
第一節研究結論……………………………………………………………126
第二節實務上的建議………………………………………………………132
第三節研究貢獻……………………………………………………………134
第四節研究限制與未來研究方向…………………………………………136

參考文獻……………………………………………………………………… 139
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