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研究生:戴輝煌
研究生(外文):Menshen Day
論文名稱:雙軌通路、通路衝突與運作機制-以國內某健身器材製造商為例
論文名稱(外文):Dual channel, channel conflict, and control mechanisms-The case of a fitness equipments manufacturer in Taiwan.
指導教授:張國雄張國雄引用關係
指導教授(外文):Kuo-Hsiung Chang
學位類別:碩士
校院名稱:東海大學
系所名稱:管理碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:60
中文關鍵詞:雙軌通路通路衝突運作機制吸收能力
外文關鍵詞:Dual ChannelChannel ConflictControl MechanismsAbsorptive Capacities
相關次數:
  • 被引用被引用:1
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  • 下載下載:0
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本研究以觀念性、質化之單一個案研究的方式,探討傳統產業由代工開始成功經營自有品牌,再由以外銷為導向的業務型態轉而部分進入內銷市場所執行雙軌通路的過程。
從學習觀點、交易成本觀點及策略行為觀點探討雙軌通路的形成原因;從通路組織型態和通路關係探討通路衝突的原因與結果;從承諾、信任與合約的角度探討通路運作的機制與之間的關係。
企業希望將通路管理知識之吸收能力建立在組織領導者(專業經理人)及成員身上,因他們的能力有助於縮短知識轉移的時間,增進彼此的溝通,拉近通路間的共識,俾能有效降低衝突的發生。而且通路的運作機制中,合約制定、簽約等都有賴於承諾與信任關係的建立,管理知識之吸收能力為解決雙軌通路衝突及通路運作之要素,也是通路營業績效重要的因素。
This is an individual research case which adopted conceptual and qualitative method of research. How a traditional industry strides successfully from OEM into running own brand, how a mainly export operating model changes into partial domestic marketing model, and the working process of dual channel in domestic market have been deliberately researched.
To study the cause of the formation of dual channel by learning perspective, transaction cost and strategic behaviors;the cause and effect of channel conflict formation by organization type and channel relationship. Furthermore, looking into channel control mechanisms and the relationship of mutual effect from promise, trust and contract.
Enterprises look forward to owning organization leaders (professional managers) and employees with knowledge of channel managing and knowledge management which helping shorten the time of knowledge transference, increase chances of communication among employees, make common consensus of channels come closer, and decrease the conflicts among channels efficiently. Moreover, it is essential to build on the basis of promise and trust when it comes to formulate and sign a contract in control mechanisms of dual channel. Absorptive capacities of knowledge management are an important factor to solve dual channel conflicts, help channel control and increase channel business achievement.
中文摘要 i
Abstract ii
目 次 iii
圖 次 iv
表 次 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 雙軌通路之形成 3
第二節 雙軌通路之衝突 9
第三節 雙軌通路之運作機制 14
第四節 本章小結 23
第三章 個案探討 25
第一節 個案公司簡介 25
第四章 研究發現與命題推演 41
第一節 雙軌通路與形成原因 41
第二節 雙軌通路與通路衝突 45
第三節 雙軌通路與運作機制 48
第五章 研究結論與討論 53
第一節 研究結論 53
第二節 研究限制與未來研究方向 56
參考文獻 57
中文部份
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10.楊其清(2001),組織內部知識移轉之探討,能力雜誌,4月,頁101-104。
11.趙琪(1999),「交易成本對品牌延伸方式決策的影響」,管理學報第十六卷第一期,1999/08。
12.鄭睿祺(2001)。吸收能力、轉換能力與組織創新之關聯性研究:以台灣流行服飾為例。銘傳大學管理科學研究所碩士論文,台北。
13.賴士葆、謝龍發、曾淑婉、陳松柏(1999),科技管理,台北:國立空中大學。
14.簡俊成(2002),知識吸收能力、合作能耐、知識取得與創新應用,第五屆中小企業研討會,中正大學。
15.魏上凌、黃麗霞、邱郁琇、廖本哲譯(2005),Lamb, C.W. , Hair , J.F. and C. McDaniel 著,《行銷管理》,初版,台北:湯姆生。

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