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研究生:王惠姿
研究生(外文):Hui-Tzu Wang
論文名稱:行銷動態能力對通路策略之影響-以3C零售連鎖通路產業為例
論文名稱(外文):Impact of Marketing Dynamic Capability on Channel Strategy - Based on 3C Chain Store Industry in Taiwan
指導教授:許書銘許書銘引用關係
指導教授(外文):Sue-Ming Hsu
口試委員:邱世寬姜自強
口試委員(外文):Shr-Kuang ChiouTz-Chiang Jiang
口試日期:2012-07-14
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:2012
畢業學年度:100
語文別:中文
論文頁數:87
中文關鍵詞:行銷動態能力市場導向協同合作通路策略
外文關鍵詞:marketing dynamic capabilitymarketing orientationcollaborationchannel strategy
相關次數:
  • 被引用被引用:1
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  • 下載下載:23
  • 收藏至我的研究室書目清單書目收藏:1
本研究旨在發展行銷動態能力與通路策略之概念與操作化方式,並探討其對通路策略之關係影響,並以3C零售連鎖通路產業為研究對象。本研究認為,組織必須具備行銷探索能力、內部行銷應用能力、外部行銷應用能力,也就是組織必須具備探索新市場與應用組織本身原有的內部和外部能力,以動態能力之觀點發展,基於行銷動態能力-通路策略之模式來建立本研究架構。
根據動態能力觀點與演化經濟觀點,以及協同合作觀點,因此本研究將行銷動態能力分為四個構面來看,即行銷探索能力、內部行銷應用能力、顧客與供應商關係管理和協同合作夥伴關係,作為行銷動態能力的構面,針對通路策略區塊作探討。本研究亦將通路策略分為通路結構和策略主動性,並加入策略彈性影響構面,作為探討行銷動態能力與通路策略間的關係構面。本研究實際調查台灣3C零售連鎖通路產業,有效樣本共34份。實證結果顯示,行銷探索能力、協同合作夥伴關係對通路結構具有顯著影響;協同合作夥伴關係對策略主動性具有顯著正向影響;而顧客與供應商關係管理以及協同合作夥伴關係對策略彈性亦具有顯著正向影響。
本研究結果顯示,通路廠商必須要透過行銷探索能力、顧客與供應商關係管理以及與夥伴的協同合作關係,進而發展行銷動態能力,當其具有高度的行銷探索能力以及與夥伴的協同合作關係愈緊密時,即對廠商的通路策略形成有所幫助,例如廠商會透過取得市場的多樣化資訊,或是取得夥伴廠商的異質性知識,進行資源分享與夥伴的槓桿運用資源,以增加廠商的行銷動態能力。並透過與夥伴的協同合作關係而增加廠商在對供應商的策略條件要求的主動性,夠因此獲得價格折扣、銷售折扣,或是夥伴廠商能夠對廠商負起相互責任,因而增加廠商的通路競爭力,提供更創新的服務價值給顧客。故行銷探索能力與外部行銷應用能力是廠商所不可忽視的。最後,本研究提出理論與實務意涵,並針對未來研究提出些建議。

This research is aim to develop the concept of marketing dynamic capability, the operationalization method and probe further into its effect on channel strategy. This research adopts 3C retail chain enterprises as the research object. The study thinks that an organization should possess the abilities of marketing exploratory, internal marketing application, external marketing application, which means that the organization should possess the ability to explore new market, apply its internal and external abilities, and develop it with dynamic view under the marketing dynamic capability- channel strategy model to construct the frame of this research.
According to the viewpoint of dynamic capability, evolutionary economics and cisco system, the study can divide marketing dynamic capability into four dimensions, that is, the ability of marketing exploratory, the ability of internal marketing application, the management of the relationship between clients and suppliers and the relationship of cisco system. The research will focus on channel strategy, which includes channel structure and strategy initiatives, adding strategy flexibility dimension as the dimension of relationship between the study of marketing dynamic capability and channel strategy. This study conduct a research on 3C retail chain industry in Taiwan, resulting in 34 effective examples. The empirical results show that the ability of marketing exploratory and the relationship of cisco system have significant effect on channel structure strategy while the relationship of cisco system has significant positive effect on strategy initiatives. The management of the relationship between clients and supplier has significant positive effect on channel strategy flexibility as well.
This study shows that the channel suppliers should develop marketing dynamic capability through the ability of marketing exploratory, the management of the relationship between clients and suppliers and the relationship of cisco system. When having high marketing exploratory ability and a closer cisco system, it will be helpful to from channel strategies, such as obtaining various information from markets or the heterogeneous knowledge from partner suppliers to share resources and leverage resources to increase the suppliers’ marketing dynamic capability. Through the relationship of partner cisco system, the exhibitors can increase the strategic initiatives of the suppliers to get price discounts and sales discounts or to be mutually responsible between partner suppliers and exhibitors to increase the competitive strength of channels and provide more innovative service values to costumers. Therefore, the marketing exploratory ability and external marketing application ability should not be ignored by suppliers. Lastly, this study raises theoretical and practical contents, hoping to make suggestions to future study.

目 錄

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 3
第四節 研究流程 4
第貳章 文獻探討 5
第一節 動態能力觀點 5
第二節 行銷動態能力 13
第三節 行銷通路策略 20
第參章 研究方法 33
第一節 研究架構 33
第二節 研究假設 35
第三節 研究變數與操作性定義 38
第四節 資料蒐集與分析方法 43
第肆章 資料分析 45
第一節 敘述性統計分析 45
第二節 項目分析 51
第三節 信度與效度 54
第四節 因素分析 56
第五節 相關性分析 58
第六節、多元迴歸分析 60
第伍章 結論與建議 66
第一節 結論 66
第二節 研究貢獻 70
第三節 建議 72
第四節 研究限制 72
參考文獻 74
一、中文文獻 74
二、國外文獻 74
附錄一、 研究問卷 81


圖目錄

圖 1- 1 研究流程圖 4
圖 2- 1 行銷通路垂直結構 26
圖 3- 1 研究架構 34


表目錄

表 2- 1 動態能力三構面 8
表 2- 2 動態能力定義 10
表 2- 3 通路選擇八大因素 22
表 3- 1 行銷動態能力之操作性定義與衡量題項 39
表 4- 1 發放問卷廠商資料 46
表 4- 2 公司基本資料分析 47
表 4- 3 通路多樣性與創新性次數分配表 49
表 4- 4 通路長度次數分配表 50
表 4- 5 通路密度次數分配 50
表 4- 6 通路整合度次數分配表 51
表 4- 7 題項之項目分析表 52
表 4- 8 各構面修正後之信度分析 55
表 4- 9 因素分析表 56
表 4- 10 Pearson相關性分析 59
表 4- 11 行銷動態能力對通路結構之迴歸分析 62
表 4- 12 行銷動態能力對策略主動性與策略彈性之迴歸分析 65
表 5- 1 研究假設驗證結果 67


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