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研究生:鄭玉光
論文名稱:影響清涼飲料零售商涉入供應商新產品發展的特定關係因素之探討
論文名稱(外文):Relationship-specific factor influencing soft drink retailer involvement in supplier new product development
指導教授:方國榮方國榮引用關係王俊人王俊人引用關係
學位類別:碩士
校院名稱:實踐大學
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:2004
畢業學年度:92
語文別:中文
論文頁數:127
中文關鍵詞:新產品開發關係投資承諾信任
外文關鍵詞:new product developmentrelationship investmentcommitmenttrust
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中文摘要
本研究企圖在探討供應商與零售商互動關係中,會影響供應商進行新產品開發的相關性因素,從目前在飲料產品開發的過程中,發現新產品開發的成功機率並不高,使得投入許多資源皆是耗費損失,因此如何讓這種現象降低並提高成功機會,這是每個供應商與零售商期望達成的,因此目前於通路上供應商與零售商之間緊密的關係程度,供應商應如何運用其週遭的資源與技術,發展出新的產品概念,進而測試、正式生產與支援性行銷來販賣給消費者,而在整個行銷的過程中,供應商除了讓新開發的產品成本降低來增加利潤外,零售商也扮演極重要的角色,若能讓零售商提供相關的市場資訊與消費者的需求給供應商,在新產品開發與生產上市時滿足消費者的真正需求與符合產品發展趨勢,使供應商在產品上市成功機會增加與零售商合作的關係達到更有效率,所以供應商必須與第一線的零售商更緊密且良好的互動,彼此各利用最大的優勢,共同創造出雙贏的局面,那如何使供應商與零售商之關係更有效能呢?,在本研究中是更深入探討影響零售商涉入供應商新產品開發的特定關係之因素,在彼此相互影響因素中來瞭解:(1)零售商的信任與影響零售商涉入供應商開發新產品的相關性;(2)零售商的承諾對零售商涉入供應商開發新產品之影響;(3)而在供應商增加對零售商關係投資上,零售商對供應商開發新產品是否有助益;(4) 零售商的信任與零售商的承諾之間相關性;(5) 在供應商增加對零售商關係投資上與零售商的信任之間相關性;(6) 在供應商增加對零售商關係投資上與零售商的承諾之間相關性,這些構面之間相關性是否影響供應商新產品開發的程度,因此在本研究的關係模式中,藉由文獻理論為基礎來探討一些相關性假設,經由實證性因素分析與LISREL討論各構面相關性,在此也期待能讓供應商更清楚瞭解新產品開發時與零售商之間互動的重要因素。
Abstract
The new product development activities have been contributing greatly to firm’s revenues profits and competitive advantage.Hitherto new product’s failure rate is relatively high. Thus, these suppliers invest much resource and all-expense. They apply own technic and knowledge to uplift product development of batting average.
The research empirically aim to probe relationship-specific influence beverage supplier involve in new product development. Whether these variable have impact on the supplier’s new product development or not.These factors will be divided relationship invest, commitment, trust in the mutual interactive relationship.From the literature reviewed and case studied we can find new product development will be influenced by these factors.The questionnaires were mailed or sent to the retailer’s superior of beverage industry. The research outcome has received 374 in the survey. The effective ratio of questionnaire is equal to 92.5 %. The research used the STATISTICA to implement the statistical analysis. LISREL analysis is applied for analogize and identify the assumption of research. The results show that: (1) While the retail’s trust is more higher, the involved supplier’s new product development is more deeper. (2) While the retail’s commitment is much higher, the involved supplier new product development is much deeper. (3) While the supplier’s relationship investment is much higher, the involved supplier’s new product development is much deeper. (4) While the supplier’s relationship investment is much higher, the retail’s commitment is much higher. (5) While the supplier’s relationship investment is much higher, the retail’s trust is much higher. (6) While the retail’s trust is much higher, the retail’s commitment is much higher.
目錄
書名頁 I
中文摘要 II
英文摘要 III
目錄 IV
圖次 VI
表次 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 4
第五節 論文之組織架 5
第二章 文獻探討 6
第一節 新產品開發的意義、分類、程式及效果 6
第二節 承諾的意義、分類及效果 12
第三節 信任的意義、分類、形成與發展及影響 19
第四節 關係投資 26
第五節 關係投資、承諾、信任、新產品發展之關係 27
第三章 研究設計 31
第一節 研究架構 31
第二節 研究假說 32
第三節 研究變數之定義與衡量方法 36
第四節 研究對象、問卷設計與回收方法 39
第五節 資料分析方法 44
第六節 台灣清涼飲料產業概況及定義 46
第四章 資料分析 50
第一節 預試階段之分析 50
第二節 正式回收問卷之基本資料分析 58
第三節 研究假說檢定 66
第四節 干擾效果的探討 68
第五章 結論與建議 81
第一節 研究結論 81
第二節 建議 84
第三節 研究限制 86
參考文獻 87
附錄一 訪談人員名單與第一次訪談問題大綱 101
附錄二 預試問卷 102
附錄三 正式問卷 106
附錄四 回收樣本題項之t檢定分析 109
附錄五 零售商基本資料對各構念態度的影響之分析 112
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