臺灣博碩士論文加值系統

在『代理-經銷』的通路系統中，很多代理商其實並未直接接觸消費者，而是透過下游的經銷商或零售商來進行銷售服務的工作，因此，代理商要掌握通路和市場，就必須與經銷商(零售商)建立良好的的夥伴合作關係。
通路的掌握成為代理商經營的成功關鍵因素，通路關係的研究已成為B2B行銷理論重要的研究主題。但是過去有關通路的關係行銷研究中，大多以單一理論觀點(交易成本理論、資源依賴理論)進行B2B合作關係探討，鮮少著墨於以歷程回顧觀點，深入觀察通路成員對於不同關係階段(Relationship Phase)的夥伴，將採行何種的關係統制機制(Relationship Governance Mechanism)以及對關係學習的影響。
本研究將以代理商及經銷商雙方的觀點，以紮根理論的方式縱向(Longitudinal)觀察代理商與經銷商的合作過程中，會選擇何種契約管理型式，以及事後若經銷商違約抑或雙方培養出信任關係時，代理商會採取何種賞罰機制。在此研究中，將強調並且觀察通路網絡雙方之間的特性，因為夥伴的特性將會影響成員選擇何種統治機制。而在代理商與經銷商的通路系統中，彼此之間關係的好壞也會影響彼此的互動；因為在通路網絡中，供應商與通路商的關係將會影響到供應商對通路商將採取何種合作形式。本研究欲歸納出各種關係統治機制的類型，並推導出不同的關係階段是否會採行不同統治機制，進而產生不同的關係學習(Relationship Learning)互動程度。

Abstract
In " Agent - Distributor " system, a lot of agents have not actually contacted consumers directly ,they sold the products or service through the distributor or retailer. If the agent wants to grasp the channel or market, he must establish the good partner's cooperation with the distributor (retailer ).
Grasping market is becoming the key factor of success that the agent manages, the research of the relation of channel has already become the research theme of B2B marketing with important theory. But in the past in the relation marketing about channel was studied, mostly carried on the cooperation discussion of B2B with the single theory view (the theory of transaction cost, the theory of resource relied), it is less with the Longitudinal view, observe channel members deeply to different partners Relationship Phase, which kind of Relationship Governance Mechanism will be adopted.
This research will be with views of both sides of agent and distributor , it will be observed vertically(Longitudinal) in the course of agent's cooperation with distributor by grounded theory, who will choose agreements to manage the modelling , and afterwards when the distributor breaks a contract or both sides train the trusting relationship, agent's association of dealers will adopt rewards and punishments mechanisms. In this research, emphasize and observe channel members’ characteristic , network of both sides. Because characteristic of partner influence which kind of governance mechanism member choose. In the systems of channel of the agent and distributor, the quality of the relation will influence mutual inter dynamic to each other; Because among thorough fare network, supplier and relation , channel of trader influence between supplier and thorough fare trader which kind of cooperative form does it take. This research wants to sum up types ruling mechanism of various kinds of relations, and deriving out different relationship stages will adopt the Governance mechanism differently, and then produced different Relationship Learning degree.

目錄
第一章 緒論 8
第一節 研究背景與動機 8
第二節 研究問題與目的 10
第三節 研究範圍 10
第四節 研究流程 10
第二章 文獻探討 12
第一節 關係統治機制的定義 12
第二節 關係統治機制的種類 19
第三節 關係統治機制的分類 24
第四節 關係學習 29
第五節 關係生命週期 32
第三章 研究方法與設計 37
第一節 研究流程與研究對象 37
第二節 資料蒐集方式 40
第三節 研究方法 42
第四章 資料分析 47
第一節 受訪者簡介 47
第二節 開放性編碼 48
第三節 主軸編碼 62
第四節 命題與討論 67
第五節 選擇性編碼與架構圖 69
第五章 結論與建議 0
第一節 結論與研究貢獻 0
第二節 管理意涵 2
第三節 研究限制與未來研究建議 3
参考文獻 4
附錄A 訪談內容 11

表目錄
表2- 1資產獨特性與交易頻率 14
表2- 2交易風險與信任程度 16
表2- 3交易類型與投資特定性 16
表2- 4 市場與非市場統治 17
表2- 5投入程度與產出程度 18
表2- 6 關係統治機制的相關研究 23
表2- 7關係統治機制的歸納 28
表2- 8各階段的衡量定義 36
表4- 1代理商資料 47
表4- 2經銷商資料 47
表4- 3開放性編碼 59
表4- 4主軸編碼 65
表4- 5選擇編碼 69

圖目錄
圖1- 1研究流程圖 11
圖2- 1關係學習之理論架構 31
圖2- 2關係生命週期架構圖 32
圖3- 1研究流程圖 37
圖3- 2質性研究流程圖 42
圖3- 3開放性編碼 44
圖3- 4主軸編碼 45
圖3- 5選擇性編碼 45

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