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研究生:鍾侑倫
研究生(外文):Chung-You-Lun
論文名稱:台灣品牌廠商與國外市場當地通路商合作之前置與後果變數
指導教授:黃延聰黃延聰引用關係
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:82
中文關鍵詞:國際行銷通路協調努力品牌績效
外文關鍵詞:international distribution channelcoordination effortbrand performance
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本研究主要探討台灣自我品牌製造商到國外市場行銷自我品牌產品,跟當地
通路商之間協調努力的前因與後果。提出四個主要的假設,資源基礎觀點(雙方資源或能力的互補性、雙方目標一致性)(假設1)、交易成本觀點(雙方對關係的專屬性投資)(假設2)、關係觀點(假設3)(相互信任、資訊交換的規範、團結性的規範、參與性的規範),討論是否能有效促進雙方的協調努力,進而達成台灣品牌製造商所追求品牌行銷績效(品牌績效、財務績效)(假設4)。以台灣地區製造業的自我品牌廠商為研究對象進行調查,共回收80份有效問卷,有效問卷回收率為20.20%,利用PLS進行統計分析,以及驗證本研究所提出的假設。研究主要發現為:1.雙方擁有互補性資源和能力與協調努力存在正向關係,2.雙方之間的目標一致性與協調努力存在正向關係,3.雙方之間資訊性規範與協調努力存在正向關係,4.雙方之間的協調努力與品牌績效以及財務績效存在正向關係。
This research primarily discussed the antecedents and results of coordination effort between Taiwanese manufacturers who marketed own brand products in the foreign local market. We proposed four primary hypothesis based on resource-based view(complementary resources and capabilities of the dyad, goal congruence of the dyad)transaction cost view(investment in specific assets of the dyad)relation view(mutual trust, norms of information exchange, norms of solidarity, norms of participation)to discuss whether these antecedents can improve the coordination effort of the dyad effectively and attain the brand marketing performance(brand performance, financial performance).The research surveyed Taiwanes branding manufacturing firms in foreign market and collected 80 effective samples. Furthermore, the samples were analyzed by using PLS model to test the hypothesis.
The findings are as following:
1. The complementary resources and capabilities of the dyad has a positive direct
effect on coordination effort.
2. The goal congruence of the dyad has a positive direct effect on coordination effort.
3. The norms of information exchange have a positive direct effect on coordination effort.
4. The coordination effort of the dyad has a positive direct effect on brand performance and financial performance.
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究問題 3
第三節 研究流程 4
第二章 文獻探討與研究架構 6
第一節 品牌廠商與通路商間之協調努力 6
第二節 資源基礎觀點 8
第三節 交易成本觀點 11
第四節 關係觀點 14
第五節 國際市場品牌行銷績效 20
第六節 本研究之觀念性架構 24
第三章 研究方法 25
第一節 研究構念之衡量 25
第二節 抽樣方法 36
第三節 問卷設計、調查與回收 38
第四節 樣本特性描述 40
第五節 統計分析 47
第四章 結果與討論 48
第一節 衡量的信度與效度分析 48
第二節 結構式的路徑係數檢定 57
第三節 PLS模型適合度分析 59
第五章 結論與建議 60
第一節 研究結果 60
第二節 研究涵義 65
第三節 研究限制 67
第四節 未來研究方向 67
參考文獻 68
附錄一 79




圖表目錄
圖 1-3-1 研究流程圖 5
圖 2-6-1 本研究概念化架構 24
圖4-2-1 結構分析結果 58

表格目錄
表2-4-1 關係規範構面 17
表2-5-1 行銷/市場績效的衡量指標 21
表3-1-1 研究構念的概念性定義 31
表3-1-2 本研究構念的衡量尺度 33
表3-4-1 產業別分佈 40
表3-4-2 廠商總資產分佈 41
表3-4-3 2006年總營收分佈 42
表3-4-4 2006年國外營運或銷售佔營收分佈 43
表3-4-5 國外市場生產或行銷活動時間分佈 43
表3-4-6 國外市場進行生產或行銷分佈 44
表3-4-7 國外設置分公司、子公司、工廠家數分佈 45
表3-4-8 2006年代工佔整體營收比率分佈 45
表3-4-9 全球現有員工人數分佈 46
表 4-1-1 協調努力因素分析 49
表 4-1-2 資源基礎觀點因素分析 50
表 4-1-3 交易成本觀點因素分析 50
表4-1-4 關係觀點因素分析 52
表4-1-5 國際市場行銷績效因素分析 53
表4-1-6 構念衡量項目信度分析 54
表4-1-7 衡量構念的收斂效度 55
表4-1-8 潛在構念間相關矩陣與區別效度分析 56
表5-1-1 實證結構整理表 61
一、中文參考文獻:
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1. 4.王梅香,我運動,所以我不憂鬱,國民體育季刊,144期,行政院體育委員會,民國94年。
2. 16.沈易利,臺灣省民休閒運動參與動機與阻礙因素之研究,頁319-370,國立臺灣體育學院學報,4(下),民國88年。
3. 22.林東泰,都會地區成人及青少年休閒認知和態度研究,民意研究季刊,188期,頁41-94,民國83年。
4. 25.侯錦雄,休閒生活態度與鄰里公園使用行為之不同層級城市比較--以臺北、臺中、彰化市居民為例,戶外遊憩研究,12:2 ,頁55-69,民國88年。
5. 27.洪煌佳,休閒運動體驗對青少年自我概念影響之初探,國立臺灣體育學院學報,9期,頁249-258,民國90年。
6. 31.張少熙&梁伊傑,臺北市青少年參與休閒運動傾向之調查研究, 體育學報,38卷2期,頁109-119,民國94年。
7. 32.張宏文&謝鎮偉&王建畯,大學進修部職員休閒運動參與狀況與阻礙因素之研究─ 以輔仁大學進修部為例,藝術學報,68期,頁121-134,民國90年。
8. 35.張廖麗珠,「運動休閒」與「休閒運動」概念歧異詮釋,中華體育,第十五卷第一期,頁28-36,民國90年。
9. 38.許志賢,休閒活動介入生活的認知與技巧之探討,國立臺灣體育學院學報,11期; 頁51-60,民國91年。
10. 42.陳鴻雁,台灣地區青少年參與休閒運動現況之研究,大專體育,48期,頁75-81,民國91年。
11. 48.楊文燦&黃琬珺,遊客對遊憩衝擊認知之研究,土地管理學報,2期,頁101-125,民國84年。
12. 60.蕭佳修&雷文谷&林智翔&林艾梅&李詩偉&郭紋琪,大葉大學不同職等教師休閒運動參與類型、動機、阻礙因素及需求之分析探討,人文暨社會科學期刊,第一卷第二期,頁33-44,民國94年。
13. 61.賴美蓉&王偉哲,遊客對休閒農業之認知與體驗之研究--以苗栗飛牛牧場為例,戶外遊憩研究,第12期第1卷,頁19-40,民國88年。
14. 64.蘇美玲&林晏州,都市公園使用者休閒態度之研究--以臺北市大安森林公園為例,戶外遊憩研究,第12期第1卷,頁61-86,民國88年。
15. 洪順慶、吳長生(2000),「臺灣廠商自創國際品牌策略與行銷績效之關係研究」,中山管理評論,71-104頁。