臺灣博碩士論文加值系統

在工業產品的行銷通路發展中，品牌資產的管理及協同合作極具關鍵性，其影響通路決策及績效至為明顯。以往在通路及品牌方面之研究多偏向於消費性產品或資訊電腦產業；本研究建構一通路績效之行銷模型，並採實證分析之方法驗證行銷通路中供應商與配銷商之協同合作、品牌優勢、通路決策與通路績效之關係；主要以台灣工業產品通路供應鏈之廠商為研究對象，並透過問卷調查方法，以LISREL線性結構模式進行分析與研究。
本研究對台灣工業界發放360份問卷，回收有效問卷85份，經由因素分析與信度檢定後，以差異性分析與典型相關分析來衡量行銷通路績效模型中各構面因素之關聯。研究發現如下:通路協同合作對通路決策有顯著的影響，表示當企業間對於通路協同合作的關係愈緊密，則其通路決策的成效也就越好。品牌優勢對通路決策具有正向的關係，亦即當品牌越有優勢時，其對通路決策中權力的談判愈有影響力，其在通路合作中角色的被認同度也會愈高，通路夥伴比較願意接受其為合作的對象。通路決策對通路績效有直接顯著的影響效果， 表示通路決策的品質越高，其通路績效也就越好。品牌優勢對通路績效有顯著的影響，表示工業廠商其品牌強度越有優勢時，其通路績效也就越高。此外通路協同合作與品牌優勢都會藉由通路決策對通路績效產生間接的影響。
根據以上之研究結果，本文將建議台灣中小企業在發展品牌以及通路的協同合作過程中，應提昇專業性並重視溝通行為，多運用非強制權及獎賞權，將有助於夥伴關係之發展與良好的通路氣候形成。企業應積極提昇產品品質，進而提高公司品牌與產品品牌之國際知名度，並透過夥伴策略聯盟以拓展國際行銷的空間，將企業朝國際化發展，以建構企業獨特的競爭優勢。

Industrial brand management and collaborative cooperation play important roles, allowing firms to gain substantial competitive advantages, especially in industrial marketing field. Although a large number of studies have been made on the consumer marketing or information products of Taiwan, little is known about industrial marketing. In this research, especially focuses on industrial marketing channels of Taiwan. The main purpose of this research: to examine the relationship between channel collaboration, brand advantages, channel strategies and channel performance. The proposal is tested using LISREL based on data collected from distributors in Taiwan industries. A total of 360 firms were requested to answer the questionnaires by mail and the effective respondents were 85 sets. The research model is based on analysis of interview of questionnaire survey data. According to the result, Channel collaboration and brand advantages have positive significant effects on channel strategies. Brand advantages have positive influence on channel performance. Channel collaboration doesn’t display positive significant effects on channel performance, but it shows indirect effects with channel performance through channel strategies.
The analysis of the survey data suggest that small and middle firms need to improve their professionalism and the behavior of communication when the process of brand development and channel collaboration. The better partner relationship and channel climate result from the use of non-coercive and reward power. Firms need to improve their product quality and strengthen the awareness of companies and products in advance. Strong brands could therefore be considered a key source of sustainable competitive advantage in industrial environments. In addition to this, strategic partner alliance is important things to extend the global marketing in order to build the unique competitive advantage of firms.

目錄 I
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究範圍與目的 2
第三節 研究步驟 4
第二章 文獻探討 5
第一節 通路協同合作 5
第二節 品牌優勢 8
第三節 通路決策 13
第四節 通路績效 18
第五節 工業產品之行銷通路 19
第三章 研究方法 22
第一節 研究架構與研究假設 22
第二節 操作性定義及問卷設計 25
第三節 抽樣與問卷發放 30
第四節 資料分析方法 30
第四章 實證分析 32
第一節 敘述性統計分析 32
第二節 信度分析 38
第三節 因素分析及信度檢定 39
第四節 差異性分析 45
第五節 各構面間典型相關分析 57
第六節 線性結構模式分析 69
第五章 結論與建議 78
第一節 研究結論 78
第二節 研究特色與貢獻 79
第三節 研究建議 79
參考文獻 81
附錄一：問卷題目設計 86

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