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研究生:姚建志
研究生(外文):Kenji
論文名稱:通路協調合作與通路績效之研究
論文名稱(外文):A Study of Channel Coordination and Channel Performance
指導教授:張道釗張道釗引用關係
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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:2007
畢業學年度:95
語文別:中文
論文頁數:85
中文關鍵詞:通路協調合作通路績效
外文關鍵詞:CoordinationChannel Performance
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面對激烈的競爭環境,企業難以單靠一己之力在產業中生存。因此,為了維持在產業中的持久性競爭優勢,企業通常會與供應商或者配銷商締結聯盟。與通路成員建立良好的夥伴關係,不僅可以降低交易成本,並且可以快速回應顧客需求,讓企業與其通路夥伴能夠比競爭者更創造出更高的顧客價值,最後獲致整體通路績效的提升。通路成員長期夥伴關係的維持需要透過通路成員之間的協調合作,使彼此的目標、策略、行動相互校準。然而,在任何合作關係中,難免會有投機主義行為的產生,欲避免此類行為的發生,必須有適當的管理機制以制約通路各方成員。

由於通路協調在通路關係的文獻中的討論甚少,因此有相當多的探討空間。本研究希冀針對通路協調合作做為討論的主題,探討用以避免通路成員投機主義的管理機制對於通路協調合作的影響為何,以及通路協調合作與整體通路績效之關聯性。

本研究問卷設計參考國外知名期刊論文之量表發展而成,共有27題問項,並以電腦及周邊商品經銷商為實證對象,以人員訪談的方式發放問卷。問卷總共回收141份,有效回應率為92.1%。問卷分析參考Churchill (1979)以分項對總項相關係數分析與因素分析進行資料純化,刪除3題問項,共剩24題,隨後藉由SEM分析與LISREL分析以檢定並驗證本研究的各項假設。研究主要發現為:

1. 雙邊專屬投資與通路協調合作之間存在顯著正向關係
2. 通路協調合作與通路他方成員績效的評價之間存在顯著正向關係
3. 通路協調合作與達成共同的競爭優勢之間存在顯著正向關係
4. 通路協調合作與共同的績效利潤之間存在顯著正向關係
5. 通路協調合作與關係持續性的期望之間存在顯著正向關係
In the face of competitive environment, enterprises can’t survive on their own efforts. Accordingly, in order to maintain sustainable competitive advantage, enterprises must corporate with their supplier or distributor. Forming good relationship with channel members can not only reduce transaction cost, but quickly response customer demand, then enterprises will get more return on customer and higher channel performance than competitors. It needs cooperation to maintain longterm relationship with channel partners, and align each partner’s goal, strategy, and activity. However, in any relationship it is hard to avoid opportunism. There must be some proper governance mechanism to mitigate the detrimental effects of opportunism.

As a result of less discussion about cooperation in the channel relationship literature, there are still many issues for discussion. This study is aimed at channel cooperation, and discuss the effects of governance mechanism on channel cooperation, so as to affect channel performance. The major finding of this study are summarized as following:


This study selected computer and peripheral goods distributors as the survey sample, and collected data through questionnaire. The questionnaire retrived 153 altogether, and effective was 141, effective response rate was 92.1%. The research reffered to Churchill(1979) to purify the received data, including item-total correlation and factor analysis, and 3 questuons were deleted. Afterward this study used SEM analysis and LISREL to test the hypothesis.

1. Bilateral idiosyncratic investments has a positive direct effect on channel cooperation.
2. Channel cooperation has a positive direct effect on evaluation of the counterpart’s performance
3. Channel cooperation has a positive direct effect on achievement of joint competitive advantage.
4. Channel cooperation has a positive direct effect on joint profit performance.
5. Channel cooperation has a positive direct effect on expectations of relationships continuity.
目錄
摘要 I
目錄 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 4
第四節 論文架構 5
第五節 研究範圍 6
第六節 專有名詞中英文對照 7
第二章 文獻探討 9
第一節 通路關係管理機制 9
第二節 通路協調合作 13
第二節 通路績效成果 18
第四節 研究假設推導 22
第三章 研究設計 27
第一節 研究架構 27
第二節 變數的概念性定義與操作化 28
第三節 研究樣本與抽樣方法 33
第四節 資料分析方法 37
第四章 資料分析與結果 40
第一節 資料純化分析 40
第二節 信度與效度分析 50
第三節 構念相關性分析 56
第四節 廠商資料分析 60
第五節 構念之結構模式分析 63
第五章 結論與建議 73
第一節 研究結論 73
第二節 研究意涵 77
第三節 研究限制 79
第四節 未來研究方向 80
參考文獻 81
附錄ㄧ 83
參考文獻

ㄧ、國內文獻
1.賴其勛、胡同來、楊靜芳、戴淑玲,2002。相互依賴、契約形式與關係行為之研究-食品業廠商觀點之實證,台北科技大學學報第三十五之二期。

二、國外文獻
1.Anderson, Erin and Sandy D. Jap (2005), “The Dark Side of Close Relationships,” Mit Sloan Management Review, 46(3), 75-82
2.Bello, Daniel C. and David I. Gilliland (1997), “The Effect of Output Controls, Process Controls, and Flexibility on Export Channel Performance,” Journal of Marketing, 61(1), 22-38
3.Brown, James R. ,Chekitan S. Dev, &Dong-Jin Lee (2000), “Managing Marketing Channel Opportunism: The Efficacy of Alternative Governance Mechanisms,” Journal of Marketing, 64, 51-65.
4.Celly, Kirti Sawhney, and Gary L. Frazier (1996), “Outcome-based and behavior-based coordination efforts in channel relationships,” Journal of Marketing Research, 33(2), 200-210
5.Frazier, Gary L. (1999), “Organizing and managing channels of distribution,” Journal of the Academy of Marketing Science, 27(2), 226-240
6.Jap, Sandy D. (1999), “Pie-Expansion Efforts: Collaboration Process in Buyer-Supplier Relations,” Journal of Marketing Research, 36(4), 461-475
7.Jap, Sandy D., Chris Manolis, and Barton A. Weitz (1999), “Relationship Quality and Buyer–Seller Interactions in Channels of Distribution,” Journal of Business Research, 46, 303-313
8.Jap, Sandy D. and Shankar Ganesan (2000), “Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment,” Journal of Marketing Research, 37(2), 227-245
9.Jap, Sandy D. and Shankar Ganesan (2000), “Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment,” Journal of Marketing Research, 37(2), 227-245
10.Jap, Sandy D. (2001), “Pie Sharing in Complex Collaboration Contexts,” Journal of Marketing Research, 38(1), 86-99
11.Jap, Sandy D. (2001), “Perspectives on joint competitive advantages in buyer -- supplier relationships,” International Journal of Research in Marketing, 18(1/2), 19-35
12.Jap, Sandy D., and Erin Anderson (2003), “Safeguarding Interorganizational Performance and Continuity Under Ex Post Opportunism,” Management Science, 49(12), 1684-1701
13.Kumar, Nirmalya (2005), “The power of power in supplier-relailer relationships,” Industrial Marketing Management, 34(8), 863-866
14.Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing,58(July), 20-38
15.Palmatier, Robert W., Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans (2006), “Factors Influencing the Effectiveness of Relationship Markening: A Meta-Analysis,”Journal of Marketing, 70(4), 136-153
16.Rokkan, Aksel I., Jan B. Heide, and Kenneth H. Wathne (2003), “Specific Investments in Marketing Relationships: Expropriation and Bonding Effects,” Journal of Marketing Research, 40(2), 210-224
17.Vázquez, Rodolfo, Víctor Iglesias and Luis Ignacio Alvarez- González (2005), “Distribution Channel Relationships: The Conditions and Strategic Outcomes of Cooperation between Manufacture and Distributor,”Int. Rev. of Retail, Distribution and Consumer Research, 15(2), 125-150
18.Weitz, Barton Z. and Sandy D. Jap (1995), “Relationship marketing and distribution channels,” Journal of the Academy of Marketing Science, 23(4), 305-320
19.Wilson, David T. (1995), “An Integrated Model of Buyer-Seller Relationship,” Journal of the Academy of Marketing Science, 23(4), 335-345
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