在企業成長的壓力及資訊科技不斷推移下，企業積極尋求產品配銷成本的降低，致使行銷通路所扮演的角色越加重要。而為確保行銷通路能夠提供顧客需求服務水準與維持通路之競爭力，每一通路成員在通路活動上所扮演之角色都需清楚界定，且行銷通路系統內之各項活動都需予以有效協調及控制。因此，在行銷通路的建構及管理上，從企業是否委外處理物流事務到如何選擇適當的通路成員，都是相當重要的議題。
過去有關零售商選擇物流中心的相關文獻並不多見，多數相關研究偏重於物流公司之經營、成長策略，以及物流營運技術的探討，對零售商選擇物流中心之研究較少，且其研究重點放在公司基礎條件、行銷能力相關因素上，而忽視物流中心之積極性、物流能力及產品特性等因素。本研究採定性研究方式進行探索性研究，首先對物流外包、物流決策相關理論、選擇物流之中心標準、物流中心之關係維持及物流中心的績效評量等相關文獻資料作回顧整理，再以個案訪談方式了解實務界作法，並將資料加以彙總、分析及歸納。研究重點包括：
1.探討實務上企業在物流外包的考慮因素。
2.探討企業選擇物流中心之標準。
3.探討企業如何與物流中心維持通路夥伴關係。
4.探討企業採用什麼標準來評量物流績效。
研究結果發現，兩個案在選擇物流外包或自辦的議題上，因目標顧客群顯著不同，再加上通路特性、經營型態及店數經濟規模上有顯著的差異，進而致使行銷4P策略有所不同而影響物流策略：便利商店較量販店更重視物流公司經營績效，對物流公司的依存度及相互影響、控制也較深。研究中亦發現兩個個案對物流公司的選擇標準皆受到物流公司之基礎條件、物流能力、產品特性及積極性等因素的影響，其中物流能力及積極性，更是有關通路成員選擇的重要考慮因素。此外，通路成員間在通路權力的使用上以獎賞權及強制權最為普遍，而對物流公司之績效評量則以成本及時效性最受個案公司重視。

Under the pressure of corporate growth and the continued evolution of information technology, companies are actively seeking ways to lower distributive costs. This makes the role of the marketing channel important. To ensure that the marketing channel can provide customers with the level of service needed while maintaining the channel’s competitiveness, the role played by each member of the channel in its activities must be clearly delineated. Furthermore, activities within the marketing channel system must be effectively coordinated and controlled. Therefore, establishing and managing marketing channels involves very important issues, ranging from logistical outsourcing to channel members selection.
There has been relatively little literature on how retailers select distribution centers. The majority of related studies tend to place particular emphasis on the management and growth strategies of logistics companies, as well as investigations on logistical operation techniques. Few studies dealt with retailer’ selection of distribution centers issues. Most related research focused on firm infrastructure, marketing capabilities, and other related factors while neglecting such factors as the aggressiveness and logistics capabilities of the distribution centers as well as product characteristics. Undertaking a qualitative research approach, this exploratory study first reviews and organizes related literature on logistics outsourcing and logistics decision-making theories, the criteria for selecting distribution centers, the relationship maintenance with the distribution centers, and the performance measurement of distribution centers. Case studies in the form of in-depth interviews are then adopted to provide a full understanding of how selections are made in the real world, followed by the classification, analysis, and induction of data.
Research foci include:
1.Exploration of actual factors considered by a company for logistics outsourcing.
2.Investigation of a company’s criteria for selecting a distribution center.
3.Examination of how companies maintain channel partnership relations with distribution centers.
4.Searching of the criteria that companies adopt to measure logistical performance.
The results of the study indicate that on the issue of choosing between in-house and outsourced logistics, the two cases differed in their marketing mix strategies because of obvious differences in target client groups, channel characteristics, operation factors, store numbers, and scale economy, thereby affecting their distribution strategies. The convenience store chain attached greater importance to the operational effectiveness of the distribution centers than the warehouse wholesaler did, was more dependent on the distribution centers, and placed greater control on the distribution centers. The convenience store chain and the distribution centers also affected each other more. The study also discovered that for both cases studied, the selection criteria for distribution centers were influenced by such factors as the distribution centers’ firm infrastructure, logistics capabilities, and aggressiveness as well as product characteristics. Of these factors, logistics capabilities and aggressiveness were particularly important considerations in the selecting of channel members. In addition, in the use of channel powers among channel members, especially reward power and coercive power, were most frequently employed. In measuring performance, cost and time-effectiveness were most valued by the companies studied.

目 錄
第一章 緒 論
第一節 研究動機 --------------------------------------------------- 1
第二節 研究目的 ----------------------------------------------------------- 2
第三節 研究流程 -------------------------------------------------------- 2
第四節 論文架構 -------------------------------------------------------- 3
第二章 文獻探討
第一節 行銷通路 ---------------------------------------------------------- 4
第二節 零售商 ------------------------------------------ 9
第三節 物流中心 ---------------------------------------- 13
第四節 行銷通路成員之關係 ------------------------------------------- 29
第五節 物流策略相關理論探討 -------------------------------------37
第六節 物流中心選擇標準 ------------------------------------------- 55
第三章 研究方法
第一節 探索性研究 ------------------------------------------------- 62
第二節 研究觀念架構 --------------------------------------------- 64
第三節 研究問題 ------------------------------------------------ 65
第四節 資料收集----------------------------------------------- 66
第五節 研究倫理------------------------------------------------- 68
第四章 個案及產業背景簡介
第一節 台灣零售業發展趨勢 --------------------------------------------- 69
第二節 個案研究─便利商店-------------------------------- 73
第三節 個案研究─量販店----------------------------------- 80
第五章 訪談資料整理
第一節 個案Ａ─ 便利商店 -------------------------------87
第二節 個案B ─ 量販店 ---------------------------------------------95
第三節 訪談分析及結果摘要 -----------------------------------100
第六章 結論與建議
第一節 研究結論 -----------------------------------------------------------107
第二節 研究貢獻 -----------------------------------------------------------121
第三節 管理意函 ----------------------------------------------------122
第四節 研究限制 ----------------------------------------------------------123
第五節 後續研究建議 -----------------------------------------------124
參考文獻
英文部分 -----------------------------------------------------------------------125
中文部分 -----------------------------------------------------------------------128
附錄
訪談大綱 -----------------------------------------------------------------------129
作者簡介 -----------------------------------------------------------------------130
圖表索引
圖1-1 研究流程 ----------------------------------------------------------------- 3
圖2-1 行銷系統圖--------------------------------------- 29
圖2-2 通路領導與控制之研究架構--------------------------------------34
圖2-3 資源理論決策圖-------------------------------------------------------- 42
圖2-4 影響交易成本因素圖----------------------------------- 44
圖3-1 連鎖零售商選擇物流中心之觀念架構簡圖-------------------------- 64
圖4-1 個案A公司組織結構圖-------------------------------------------------- 77
圖4-2 CVS與物流中心之關係----------------------------------------------79
圖4-3 個案B公司組織結構圖-------------------------------------------- 84
圖4-4 量販店與物流中心之關係--------------------------------------------- 86
圖6-1 連鎖零售商選擇物流中心之觀念架構圖(便利商店) ---------------- 119
圖6-2 連鎖零售商選擇物流中心之觀念架構圖(量販店) ------------------ 120
表2-1 零售商主要類型一覽表 ----------------------------------------- 11
表2-2 各國物流成本佔其GDP的比重---------------------------------------13
表2-3 企業物流活動一覽表------------------------------------------------- 16
表2-4 物流現代化─作業面分析--------------------------------------- 17
表2-5 以通路角色、功能區分物流公司的類型-------------------------------- 18
表2-6 物流中心設立考量因素----------------------------------- 20
表2-7 物流外包考慮因素一覽表----------------------------------- 23
表2-8 外包程序一覽表----------------------------------- 25
表2-09 內部物流績效評量指標一覽表----------------------------------- 27
表2-10 外部物流績效評量指標一覽表----------------------------------- 27
表2-11 供應鏈整合性評量指標一覽表----------------------------------- 28
表2-12 通路型態比較表----------------------------------- 31
表2-13 策略性資源內涵----------------------------------- 40
表2-14 影響交易成本因素彙總表----------------------------------- 45
表2-15 交易本身特性因素表----------------------------------- 46
表2-16 產業合作網路類型----------------------------------- 52
表2-17 選擇供應商的23個構面----------------------------------- 56
表2-18 策略合夥之供應商選擇標準----------------------------------- 57
表2-19 製造商選擇配銷商之影響因素----------------------------------- 59
表2-20 零售商選擇物流中心標準之彙整----------------------------------- 60
表4-1 不同型態零售商對物流之依賴程度----------------------------------- 69
表4-2 台灣零售業發展背景與階段一覽表----------------------------------- 70
表4-3 全國零售業營收概估表----------------------------------- 71
表4-4 量販店及便利店通路特性比較----------------------------------- 72
表4-5 量販店及便利店發展趨勢一覽表----------------------------------- 73
表4-6 連鎖便利商店店數統計表----------------------------------- 74
表4-7 個案A公司營收及毛利統計表----------------------------------- 78
表4-8 個案A公司銷售商品結構表----------------------------------- 78
表4-9 量販店數、面積、停車位統計表----------------------------------- 80
表4-10 個案B公司營收及毛利統計表----------------------------------- 85
表4-11 個案B公司銷售商品結構表----------------------------------- 85
表5-1 兩個案公司物流活動整理表----------------------------------- 100
表5-2 訪談結果摘要表(1)----------------------------------- 101
表5-3 訪談結果摘要表(2)----------------------------------- 103
表5-4 訪談結果摘要表(3)----------------------------------- 104
表5-5 訪談結果摘要表(4)----------------------------------- 105
表5-6 訪談結果摘要表(5)----------------------------------- 106

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3.Arun, S., Dhruv, G., & Levy,M., 1995, “The Customer Satisfaction Logistics Interface”, Journal of Business Logistics, Vol.16, No.2.
4.Ballon, R.H., 1992, Business Logistics Management, Prentice Hall, 1992.
5.Barney, J.B., 1991, “Firm Resources and Sustained Competitive Advantage”, Journal of Management, Vol.17, pp. 99-120.
6.Berman, B., 1996, Marketing Channels, New York: John Wiley & Sons, Inc.
7.Bowersox, D. J., & Cooper,M.B., 1992, Strategic Marketing Channel Management, N.Y.: McGraw-Hill.
8.Bowersox, D.J., & Closs, M.B., 1996, Logistical Management, McGraw Hill Publishing Co., Inc.
9.Coase, R.H., 1937, “The Nature of the Firm”, Economica, Vol .4, pp. 385-405.
10.Collis, D.J. ,& Montgomery,C.A., 1995, “Competing on Resources: Strategies in the 1990s” , Harvard Business Review, July-August, pp.118-128.
11.Corbett, M. F., 1994, “Outsourcings and the New IT Executive A Trend Report”, Information System Management, Full, pp. 19-22.
12.Dickson, G..W., 1966, “An Analysis of Supplier Selection Systems and Decisions”, Journal of Purchasing, Vol.2, pp. 5-17.
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18.Grant, R.M., 1991, “The Resource-based Theory of Competitive Advantage: Implications for Strategy Formulation”, California Management Review, Vol.33, No.3, pp. 114-135.
19.Hunt, S. D., & Nevin, J., 1974, “Power in a Channel of Distribution Sources and Consequences”, Journal of Marketing Research, Vol.11, No.1, May 1974, pp.186-193.
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二、中文部分
1.工商時報，企業物流費用調查出爐，民國90年7月6日，第17版（產業動脈版）
2.吳思華(民81)，「產業網路與產業經理機制之探討」，第一屆產業管理研討會論文集，輔仁大學管理學院及豐群基金會主辦。
3.吳思華(民84)，「產業合作網路體系的建構與維持」，第二、三屆產業管理研討會論文集，第627-694頁。
4.吳思華(民85)，『策略九說─策略思考的本質』，麥田出版公司。
5.周政雄(民84)，「從通路分析物流公司之策略定位」，國立政治大學企業管理研究所碩士論文。
6.高長、許素華，(民87)，『兩岸產業分工之研究』，經濟部工業局及中華經濟研究院。
7.許士軍(民75)，『現代行銷管理』，台北商務印書館。
8.郭文濱(民89)，「物流活動外包程度與相關物流外包考慮因素之研究」，國立中山大學企業管理研究所碩士論文。
9.陳春龍(民83)，『後勤系統與資訊技術對流通業成員關係之影響』，國立政治大學企業管理研究所碩士論文。
10.黃仁安(民85)，貨物運輸與物流，1996國際商業物流管理研討會論文集。
11.黃思明(民83)，「台灣物流業之類型與核心管理技術」，物流管理系列學術研討會論文集，第124-130頁。
12.經濟部商業司(民89)，物流經營管理實務，中國生產力中心發行。
13.經濟部產諮會(民90)，『台灣區零售業主要業態及現況調查計劃』
14.趙義隆(民80)，“物流中心的策略定位”，流通專業研討會論文報告。
15.劉晟熙(民87)，『外包成功關鍵因素之探討』，國立政治大學企業管理系碩士論文。
16.蘇雄義(民87)，企業物流導論，華泰文化事業公司。
17.蘇雄義(民89)，『物流與運籌管理─觀念、機能及整合』，東華書局。