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研究生:許茗慈
研究生(外文):Ming-tzu Hsu
論文名稱:依賴結構對通路促銷活動之偏好、執行與效益分析
論文名稱(外文):The Impacts of Dependence Structure on the preference, Implementation and Perceived Outcomes of Trade promotions.
指導教授:蘇婉如蘇婉如引用關係
指導教授(外文):Wanru Su
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
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:2003
畢業學年度:91
語文別:中文
論文頁數:94
中文關鍵詞:通路促銷依賴結構效益分析
外文關鍵詞:trade promotionsdependence structurekey account
相關次數:
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本研究是一項關於通路行銷的探索性研究,主要目的在於探討日常消費用品與包裝食品產業中,供應商在面臨不同的依賴結構之下是否會影響不同通路行銷策略的偏好與執行以及各項通路行銷活動效果認知。
利用訪談與問卷調查的方式,將目前實務界所常見的通路促銷活動作一概略性的整埋,並將各種通路活動的效果歸納為四個主要的效果:負面效果,品牌維持與刺激消費者採購、提升業績與改善雙方關係、合理且值得的投資。本研究發現,在四種不同依賴結構下,供應商對於通路促銷活動的偏好與選擇各有不同。在低度對稱的依賴結構之下,對於價格導向的通路促銷活動執行頻率會較高。相對而言,在高度對稱的依賴結構之下,對於能夠提升業績且改善雙方關係的活動執行頻率會較高。在非對稱的依賴結構之下,若是零售商居主導地位,供應商較會因應零售商所提出的要求去執行通路活動。而在供應商主導的情況下,供應商傾向將通路促銷視為整合行銷的一環,因此對於能夠維持品牌且刺激消費者需求的活動執行頻率較高。
本研究除了將目前產業界在行銷實務操作的通路活動與效益作一歸納整理與分析之外,並依照不同通路環境條件做進一步的探討,旨在協助實務界針對通路行銷資源配置與運用作進一步之改善。
This research focuses on the effectiveness of suppliers’ trade promotion activities with key retail accounts in the retail channels of the fast-moving-consumer-good market in Taiwan. This research also investigates how the suppliers’ preferences, implementation, and perceptions about major trade promotions vary under different independence structures of supplier-retailer relationships.
In-depth interviews and surveys are conducted with marketing managers on the supplier side to collect data about their current trade promotion practice with key retail accounts. Twenty-five major trade activities are identified and further data analyses reveal four major categories of trade promotion outcomes which include three positive outcome categories (brand building and consumer demand stimulation, sales building and relationship improvement, and reasonable and worthy investment) in addition to the negative outcome category. Suppliers under different structures indicate different preference and attitude toward trade promotion activities. Major differences include the following. Under symmetric low dependence structure, the frequencies of price-oriented trade activities are higher; on the other hand, under symmetric high dependence structure, those trade activities that help stimulate sale and improve relationship with the retailer are used more frequently. Under the asymmetric dependence structure, the retailer’s dominance leads to more frequent implementation of those trade activities requested by retailers. In supplier-dominating situation, however, suppliers take trade promotion as a part of integrated marketing communication and thus those trade activities which help build brand and stimulate consumer demand are implemented more frequently.
This study intends to provide a systematic overview and analysis of the suppliers’ trade promotion practice with retail key account in the industry. The differences in preferences, implementation and perceived outcomes under different channel dependence structures are further discussed. This study provides important implications for both suppliers and retailers regarding the effective allocation and utilization of trade marketing resources.
目錄
第一章 緒論 1
1.1 研究動機 1
1.2 產業現況 2
1.2.1 通路促銷的現況 2
1.2.2 零售業態 5
1.3 研究目的 6
1.4 研究流程 6
第二章 相關文獻整理 7
2.1供應商與零售商關係 7
2.1.1依賴結構(Dependent structure)與權力 7
2.1.2滿意度 8
2.1.3夥伴關係 9
2.1.4衝突水準 10
2.2市場競爭與不確定性 11
2.3 通路促銷(TRADE PROMOTION) 12
第三章 研究方法 14
3.1 研究架構 14
3.2 研究假設 15
3.3 變數定義 17
3.3.1 依賴結構對稱性 17
3.3.2 滿意度 18
3.3.3衝突水準 18
3.4 問卷設計與抽樣設計 19
3.4.1 問卷設計 19
3.4.2 抽樣設計 20
3.5 統計分析方法 20
1. 敘述性統計 21
2. 因素分析 21
3. 平圴數分析 21
4. ANOVA變異數分析 21
第四章 基本結果 25
4.1 基本資料分析 25
4.1.1 供應商基本資料 25
4.1.2零售商基本資料 26
4.1.3 依賴關係結構 26
4.2 信度分析 27
4.3 敘述統計量 29
4.4 因素分析 31
4.5 平均數檢定 33
4.6 ANOVA變異數分析 34
4.6.1依賴關係與偏好程度之分析 34
4.6.2依賴關係與執行之分析 42
4.6.3依賴關係與效果之分析 48
4.6.4依賴結構與依賴特質之分析 60
4.6 總結 64
第五章 分析與討論 66
5.1主要研究發現 66
5.1.1偏好程度 66
5.1.2通路促銷活動的執行 69
5.1.3通路促銷活動的效果認知 71
5.2深入討論 74
5.2.1低度對稱的依賴結構 74
5.2.2高度對稱的依賴結構 78
5.2.3零售商主導的依賴結構 81
5.2.4供應商主導的依賴結構 83
第六章 結論與建議 85
6.1 結論 85
6.3研究限制 86
6.4未來研究方向 87
6.4.1研究零售商的看法與認知 87
6.4.2擴大研究對象 87
6.4.3擴大研究範疇 88
參考文獻 89
附錄1 通路活動執行變數的統計量表 91
附錄2 通路活動效果一的變數統計量表 92
附錄3 通路活動效果二的變數統計量表 93
附錄4 通路活動效果三的變數統計量表 94
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