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研究生:劉耀德
研究生(外文):Yao-Te Liu
論文名稱:公部門顧客夥伴關係發展之研究
論文名稱(外文):The study of the development on the partnerships of the public sector customers
指導教授:蔡明志蔡明志引用關係
口試委員:王建富方世榮
口試日期:2011-07-27
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:49
中文關鍵詞:夥伴關係關係行銷夥伴行銷互動式行銷關係行銷方案
外文關鍵詞:PartnershipRelationship MarketingPartnership MarketingInteractive MarketingRelationship Marketing Programs
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夥伴關係發展是近年來深受重視的新領域,回顧過去關係行銷的研究較多著重企業對企業(B to B)或企業對消費者(B to C),以企業跟政府部門做研究對象的相關研究並不常見,企業經營市場必須發展良好的通路關係,透過關係使雙方彼此交易能維持更長久,創造更大獲利空間。

本研究以個案公司進行關係連結的三種行銷方式(財務性、社會性、結構性)做個案研究,來探討與政府部門之間關係如何發展,利用焦點訪談法針對關係連結的三種行銷方式設計出題項,採以問卷方式進行資料蒐集。

研究範圍以政府部門有使用測量儀器或相關器材之單位為主,對象主要是單位內對於財務採購有權採購或決策者成員,再以敘述性統計、因素分析、信度分析、集群分析等作為資料分析的主要方法,分析出各部門對研究題項所重視的程度。

本研究經過整體的研究後發現顧客明顯分成兩群,分別對財務性關係連結的行銷方式及結構性關係連結的行銷方式比較重視,此研究結果將提供相關業者擬出不同的行銷策略,以因應顧客的需求及加強夥伴關係,這不但可提高經營績效更能為企業奠定永續經營的基礎。


The development on the partnerships was a new field which took seriously in recent years. By reviewing the past studies on the relationship marketing were more emphasized on the enterprise to the enterprise (B to B) or the enterprise to the customer (B to C). The related studies on the government department as the object by the enterprise were uncommon. The enterprise manage the market must develop well-run channel relationship. Through this relationship enables the bilateral business transaction to be maintained permanently and create bigger profit space.
This study carries on the relation between three relationship bonds (financial bonds, social bonds, and structural bonds) by the case company as case study, to probe into how to develop the relationship with Government institution. By using focus interview design questions aimed at three relationship bonds and collect valid data by questionnaire way.
The range of study primarily focus on the Government institutions has using survey instruments and its related material. The object is mainly in the unit is authorized regarding the financial purchase to purchase or the policy-maker member. To use descriptive statistics, factor analysis, reliability analysis, and cluster analysis as data analysis method to assay the value degree on research topic item of each department.
After whole research discovered that the customer divides into two crowds which quite take seriously to financial bonds, and structural bonds obviously. The result of this study will provide related enterprises raise different marketing tactics to strengthen the partnership in accordance to customer''s demand. This not only will enhance the management achievements more over to establish the foundation of everlasting enterprise.


中文摘要…………………………………………………………………...............i
Abstract……………………………………………………………...............ii
目次…………………………………………………………………….................iii
表目次……………………………………………………………………................v
圖目次……………………………………………………………………................vi
第一章 緒論……………………………………………………………................1
第一節 研究背景與動機………………………………………............1
第二節 研究目的…………………………………………................4
第三節 研究範圍與對象…………………………………………...........4
第四節 研究流程…………………………………………................4
第二章 文獻探討………………………………………………………...............6
第一節 公、私夥伴關係的觀點……………………….……..........6
一、公、私夥伴關係……………….……..………..…………......6
二、公、私夥伴關係發展差異….………….……..………….... 6
三、公、私夥伴關係發展類型........................................................8
第二節 關係行銷定義........................................................................8
第三節 關係行銷理論.......................................................................12
第三章 分析架構與抽樣..........................................................................16
第一節 關係策略發展.......................................................................16
第二節 焦點訪談..............................................................................19
第三節 資料蒐集..............................................................................20
一、資料來源..............................................................................20
二、抽樣控制..............................................................................21
三、抽樣方式..............................................................................21
第四節 樣本分析..............................................................................22
一、敘述性統計分析...................................................................22
二、因素分析..............................................................................22
三、信度分析..............................................................................23
四、集群分析..............................................................................23
五、樣本分析..............................................................................23
第五節 研究架構圖..........................................................................24
第四章 實證研究.....................................................................................26
第一節 結果分析..............................................................................26
一、主成分分析法.......................................................................26
二、取樣適切性量數(KMO).......................................................26
三、共同性(communality)...........................................................27
第二節 集群分析..............................................................................33
第三節 檢定分析..............................................................................35
第五章 結論與建議..................................................................................39
第一節 結論與管理意涵.........................................................39
第二節 建議..............................................................................41
第三節 研究限制..............................................................................42
參考文獻..................................................................................................43
中文文獻...........................................................................................43
西文文獻...........................................................................................44
附錄:公部門顧客夥伴關係發展之研究問卷調查表..................................48


一、中文文獻
(一)書籍
1.吳英明(1996)「公私部門協力關係之研究:兼論公私部門聯合開發與都市發展」,高雄:復文。
2.吳萬益(2008),「企業研究方法」,台北:華泰文化。
3.高薰芳、林盈助、王向葵(2001),「質化研究設計-一個互動取向的方法」,台北:心裡出版社。
4.陳向明(2002),「社會科學質的研究」,台北:五南出版社。
(二)期刊論文
1.方世榮(2004),「關係認知、關係態度及關係行為之關聯性的探討」,管理與系統,11,509-539。
2.吳勇德(2002),「關係行銷方式對於顧客忠誠度的影響-以資訊教育業為例」,國立台灣科技大學企業管理研究所碩士論文。
3.林靜雯(1999),「關係行銷信任機制之建構-以台灣人壽保險業為例」,東海大學理研究所碩士論文。
4.洪秀菊(2006)「聯合國推動永續觀光發展之公私夥伴關係策略」載於元智大學人文社會科學院編,兩岸四地都市治理與地方永續發展學術研討會論文集,頁402-427。中壢:元智大學。
5.許嘉惠(2002),「從關係行銷觀點研究影響顧客重購意願之因素-以信用卡為例」,天主教輔仁大學管理學研究所 碩士論文。
6.張世賢、汪家源(2006),「公私合作提供可持續觀光發展之公私夥伴關係策略」載於元智大學人文社會科學院編,兩岸四地都市治理與地方永續發展學術研討會論文集,頁402-427。中壢:元智大學。


7.黃鵬飛、陳昭獻(2002),「銷售人員之人格特質與其長期顧客關係導向之關聯性研究」,管理新思維學術研討會,台北:國立台灣科技大學。
8.謝福樹(2001),「從關係行銷探討關係品質之模式-以我國銀行業為例」,義守大學管理科學研究所碩士論文,高雄:義守大學。

二、西文文獻
(一)Books
1.Armstrong, G. and Kolter, P.(1999), Marketing: An Introduction. 5th ed., Prentice-Hall, N.J.
2.Berry, L. L.(1983), Relationship Marketing, In Emerging Perspectives on Services Marketing, Eds. Leonard L. Berry, G. Lynn Shostack, and Gregory Upah. Chicago, IL: American Marketing Association, pp.25-28.
3.Christian E Weber, Government purchases, government transfers, and the post-1970 slowdown in U.S. economic growth, Contemporary Economic Policy, Huntington Beach, pp. 107-123, Jan 2000.
4.Gronroos, C.(1990), Service Management and Marketing : Managing the Moments of Truth in Service Competition, Lexington Books, LM.
5.Gummesson, E.(1987), Marketing-A Long-Term Interactive Relationship contribution to a New Marketing Theory, Marketing Technique Center, Stockholm, Sweden.
6.Jackson, B. B.(1985),Winning and Keeping Industrial Customers, Lexington, Mass: Lexington Books.
7.Kotler, P.(1997), Marketing Management: Analysis, Planning and Control. 5th ed., Englewood Cliggs, NJ: Prentice-Hall
8.Machan T.(1995). Private Rights and Public Illusions. New Brunswick, NJ.: Transaction Publishers.

9.Savas, E. S.(1987). Privatization: The Key to Better Government. Chatham, NJ.: Chatham House Publishers.

(二)Journal Articles
1.Beatty, S. E., L. M. Morris, E. C. James, E. R. Kristy and L. Jungki(1996), “Customer-Sales Associate Retail Relationships,” Journal of Retailing, Fall, pp.223-247.
2.Bendapudi, N. amd L. L. Berry(1997), “Customer’s Motivations for Maintaining Relationships with Service Providers,” Journal of Retailing, Vol.73, pp.15-37
3.Berry, L.L.(1995), “Relationship marketing of services-growing interest, emerging perspectives,” Journal of the Academy of Marketing Science, 23(4), pp.236-245.
4.Berry, L. L. and A. Parasuraman(1991), “Marketing Service-Competing Through Quality,” New York: The Free Press.
5.Cannon, J.P. and Perreault, Jr., W.D.(1999), “Buyer-seller relationships in business markets,” Journal of Marketing Research, 36(4), pp.439-460.
6.Cao, Y. and Gruca, T. S.(2005), “Reducing adverse selection through customer relationship management,” Journal of Marketing, 69(4), pp.219–229.
7.Crosby, L.A., Evans, K.R., and Cowles, D.(1990), “Relationship quality in services selling: an interpersonal influence perspective,” Journal of Marketing, 54(3), pp.68-81.
8.Crosby, L.A., and Stephens, N.(1987), “Effects of Relationship Marketing on Satisfaction, Retention & Prices in the Life Insurance Industry,” Journal of Marketing Research, November, pp.404-411.
9.Christ, Richard, Gordon Oliver and Joe Penn(1996), “Relationship Marketing in Consumer Markets,” Journal of Marketing Management, 12, pp.175-187.
10.Copulsky, J. R. and Wolf, M. J.(1990), “Relationship Marketing: Positioning for the Future,” Journal of Business Strategy, July/August, pp.16.
11.Dwyer, F.R., Schurr, P.H., and Oh, S.(1987), “Developing buyer-seller relationships,” Journal of Marketing, 51, pp.11-27.
12.Erickson, D. B.(2001), “A bill for marketing,” Energy Market, 6(6), P.62.
13.Evans, J. R., and Laskin, R. L.(1994), “The Relationship Marketing Process: A Conceptualization and Application,” Industrial Marketing Management, Vol.23, pp.436-452.
14.Juttner, U. and Wehrli, H. P.(1994), “Relationship Marketing from a Value System Perspective,” International Journal of Service Industry Management.Vol.5, No.3, pp.54-73.
15.Kumar, N. L., Scheer, K., and Steenkamp, E. M. Jr.(1995), “The Effects of Perceived Interdependence on Dealer Attitudes,” Journal of Marketing Research, Vol.(Aug.), pp.348-356.
16.Lance, Leuthesser(1997), “Supplier relational behavior: An empirical assessment,” Industrial Marketing Management, Vol. 26, Iss. 3, May, pp.245-254.
17.Landry, L.(1998), “Relationship Marketing: Hype or Here to Stay,” Marketing News.Vol.32, No.4, pp.65-75.
18.Mark A. Moon and Leff Bonney(2007), “An applicationof the investment model th buyer-seller relationships:a dyadic perspective” Journal of Marketing Theory and Practice, Vol.15, No.4, pp.335-347.
19.Morgan, Robert M. and Hunt, Shelby D.(1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, Vol.58(July 1994), pp.20-38.
20.Palmer, A. J.(1995), “Defining and Evaluating the Dimensions of Relationship Marketing: An Exploratory Study,” The Seventh World Marketing Congress, Vol.3, pp.12-30.

21.Perrien, J. and Richard, L.(1995), “The Meaning of a Marketing Relation-ship: A Pilot Study,” Industrial Marketing Management, Vol. 24, pp.37-43.
22.Reijniers, J. J. A. M.(1994)“Organizational of Public-Private Policy Partnerships Projects,” International Journal of Project Management, 12: pp.137-142.
23.Reinartz, W. J. and Kumar, V.(2000), “On the profitability of long-life customers in a noncontractual setting: an empirical investigation and implications for marketing,” Journal of Marketing, 64, pp.17-35.
24.Sharma Arun, Tzokas Nikolaos, Saren Michael and Kyziridis Panagiotis(1999), “Antecedents and consequences of relationship Marketing: Insights from business service salespeople,” Industrial Marketing Management, Vol.28, Iss6, pp.601-611.
25.Smith, S. R., and Lipsky, M.(1992). “Privatization in health and Human Service: A Critique,” Journal of Health Politics, Policy and Law, 17(2), pp.233-253.
26.Thomas, M. J.(2000), “Commentary princely thoughts on Machiavelli, Marketing and Management,” European Journal of Marketing, 34(5/6), pp.524-537.
27.Tzokas, N., Saren, M., and Kyziridis, P.(2001) “Aligning Sales Management and Relationship Marketing in the Service Sector,” The Service Industries Journal, Vol. 21, No. 1, pp. 195-210.
28.WCED(1987)Our Common Future. New York:Oxford University Press.

(三)Electronic Resources
1.Nations Development Programme.(1998). Public –Private Partnerships. http://www.undp.org: 80.


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