臺灣博碩士論文加值系統

過去對於多重通路的研究多將焦點放在「多重」議題上，探討「兩個或以上」的通路並存所產生的問題，較少探討多重通路建立之前的議題，本研究探討廠商如何由「單一發展至多重」通路的可能策略及其策略演化，本研究稱之為「新增通路策略」。本研究由Getzels(1962)之機會類型為基礎發展四種新增通路策略：夢想策略、產品移轉策略、商業塑造策略、方案解決策略，並以動態競爭之察覺-動機-能耐AMC模式探討廠商選擇策略的影響因素及其策略演化。藉由三個個案顯示，廠商之新增通路策略可能由產品移轉策略逐漸轉變為夢想策略，或向右方採方案解決策略。其影響因素係察覺外部環境之產業結構變化及先前知識，進而產生替代或互補動機，在能耐方面，透過與餐飲業者接觸設法尋求解決顧客問題方案，藉由雙方互補性建立經營平台，使得新增通路漸朝向夢想策略。本研究單獨探討新增通路彌補過去未考慮多重通路設立前的研究缺口，也使吾人瞭解廠商發展多重通路之前，可能的資源配置及其策略演化。

Prior research mostly focuses on the issue of multiple, implicitly assuming that multiple channels have been established. This study explores before the establishment of multiple channels and how firms develop from single to multiple channels, referring to newly-added channel strategies. Using AMC model in dynamic competition theory, this study identifies four newly-added channel strategies and examine how the AMC impact the four strategies and their evolution. Using three case studies, the results show that external environments and prior knowledge as well as substitute/complementary effect impact on the selections of channel-added strategies. In dynamic capability, delineating customer solution and managing business platform are priority for all the case companies. The exploration of newly-added channel fills prior research gap in multiple channels and advance our understandings of how firms allocate resources before multiple channels are established.

摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
圖目錄 vi
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 6
第二章 文獻回顧 8
2.1 察覺 8
2.2 動機 9
2.3 能耐 11
第三章 研究方法 13
3.1 研究架構 13
3.2 變數定義與說明 13
3.3 研究設計 15
第四章 產業概述及個案公司簡介 18
4.1 牛肉進口產業概述 18
4.2 個案公司簡介 21
第五章　分析與討論 24
5.1 永煜肉品企業有限公司 25
5.2 欣伯國際有限公司 29
5.3 榮盈國際貿易股份有限公司 33
第六章　結論與建議 37
6.1 結論與討論 37
6.2 學術涵義及管理實務貢獻 38
參考文獻 39
附錄 44

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