臺灣博碩士論文加值系統

對於一個供應商而言，如何尋找或者是建立一個可以與品牌發展互相搭配的零售通路，為零售通路選擇之重要課題。尤其是近年來通路權勢的移轉，使得供應商權勢相對下降，製造商如何在通路的衝突與合作關係中，找到最適合的通路策略，延續品牌印象，同時創造利潤，將成為企業相當重要的經營課題之一。

本研究的主要目的是瞭解國內化妝品供應商的零售通路策略，並探討其品牌策略與通路選擇影響因素對零售通路策略的影響，同時探討通路權勢對零售通路選擇所造成的影響等。研究方法是以定量研究之問卷調查法加以討探並找出其關聯性。問卷設計分為品牌策略、通路選擇影響因素、通路權勢、零售通路策略四個部分，透過專家、學者修正內容，並且實施前測後，問卷內容具有效度。本研究以化妝品供應商之行銷或業務部門主管為問卷之調查對象。針對化妝品供應商共214家郵寄問卷，調查時間為91.3.18-91.4.2，取得樣本74份，回收率為34.58 %，有效問卷67份，有效回卷率為90.55%。

根據回收的樣本，以SPSS統計套裝軟體進行資料分析，發現通路選擇影響因素與通路權勢之Cronbach''s α值皆達0.6以上，顯示問卷信度良好。分析結果發現，「品牌策略」與「零售通路策略」顯著相關；「品牌策略」、「通路選擇影響因素」可以顯著區分「零售通路策略」，而三者之間的關係，會受到「通路權勢」的干擾。本研究印證供應商的品牌策略為發展或選擇零售通路策略的重要考量因素之一，零售商通路權勢越強，則供應商越重視其品牌策略，其供應商的零售通路選擇也更為明確，以提高對零售商的抗衡力量。研究結果可供國內化妝品供應商發展品牌與零售通路策略之參考。

It is an important choice for cosmetic manufacturers to find or build distribution channels that can match their own cosmetics’ brand development. In recent years, distributors have taken control over channels rather than manufacturers. How can manufacturers find suitable channel strategies to develop brand image and create profits by working with channel distributors becomes one of the most important challenges in nowadays. This study is to understand the channel strategies of cosmetic manufacturers in Taiwan and the influence of brand image and brand strategies over channel preference. The method for study is employing quantity method questionnaires to study the relationships. The questionnaires includes brand strategies, factors that affects channel preference, power of distributors and distributors’ channel strategies. People who are selected in this questionnaire are marketing directors or sales professionals in cosmetic industry and there were 214 questionnaires mailed out between March 18, 2002 and April 2, 2002. During this period, 74 questionnaires were mailed back, which is about 34.58% of the total questionnaires. Among these 74 questionnaires, 67 questionnaires are valid, which is about 90.55% of these 74 questionnaires.
According to these 67 questionnaires, these data we collected were analyzed by SPSS and we find that the Cronbach''s αof influencing factors is above 0.6. It means the credibility of this study is good. The study finds that brand strategies and distributors’ channel strategies do have grate mutual influence on each other. Brand strategies and channel preference affect distributors’ channel strategies; these three are also influenced by the power of distributors.
This study proves that brand development is one of the important factors when cosmetic manufacturers pick up or develop their distribution channels. When distributors have more power over channels, the manufactures pay more attention to their own brand strategies and have more clear idea of how to pick up the suitable channel for their own brands. Hopefully, this study will contribute to people who are interested in knowing brand development and distribution strategies.

中文摘要........................... I
英文摘要.......................... II
誌謝...............................IV
目錄...............................V
表目錄.............................IX
圖目錄.............................XI

第一章 緒論......................... 1
第一節 研究背景及動機............... 1
第二節 研究目的..................... 2
第三節 研究範圍..................... 4

第二章 文獻探討..................... 5
第一節 品牌策略..................... 5
第二節 零售通路策略.................14
第三節 通路權勢影響零售通路選擇.....23

第三章 研究設計.....................31
第一節 研究架構.....................31
第二節 研究假設之建立...............32
第三節 變項操作型定義與衡量.........35
第四節 研究對象與問卷回收分析.......37

第四章 資料分析與討論...............43
第一節 樣本描述.....................43
第二節 研究假設驗證與討論...........58

第五章 結論與建議...................75
第一節 研究發現.....................75
第二節 研究結論.....................78
第三節 行銷管理意涵與建議...........80
第四節 研究限制與後續研究建議.......84

參考文獻............................86
附錄一：化妝品產業概況..............92
附錄二：問卷.......................108

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