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研究生:紀舒哲
研究生(外文):Shu-Che Chi
論文名稱:治理機制、權力關係、激勵策略與通路績效之研究
論文名稱(外文):The Research of Governance Mechanism, Power Relationship, Incentive Strategy and Channel Performance
指導教授:胡同來胡同來引用關係田方治田方治引用關係
口試委員:郭人介唐瓔璋邱志聖陳厚銘許鉅秉
口試日期:2012-07-11
學位類別:博士
校院名稱:國立臺北科技大學
系所名稱:工商管理研究所
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:2012
畢業學年度:100
語文別:中文
論文頁數:199
中文關鍵詞:治理機制權力關係激勵策略通路績效
外文關鍵詞:Governance MechanismPower RelationshipIncentive StrategyChannel Performance
相關次數:
  • 被引用被引用:2
  • 點閱點閱:321
  • 評分評分:
  • 下載下載:51
  • 收藏至我的研究室書目清單書目收藏:1
在全球化競爭的行銷環境中,如何在通路成員的競爭關係中,營造良性的「競合關係」,建構合作的基礎,提升夥伴網絡,是非常重要的。在競爭關係中,如何透過不同的治理機制,使激勵策略發揮效果,提高通路績效。而權力關係亦是影響激勵策略效果產生的另一個重要因素。本研究探討對通路成員間的治理機制與權力關係對激勵策略的影響,促進通路整體的績效。本研究選擇在大臺北地區的智慧型手機產業之經銷商為研究對象,透過問卷調查法搜集所需資料,並以結構方程式模式(SEM)來分析。研究發現:通路成員間採取交易治理機制的程度越高,則經銷商知覺雙方認同會產生成效性激勵的程度越高,但卻會降低產生優惠性激勵的程度;若採取關係治理機制的程度越高,則產生優惠性激勵的程度越高,卻會降低產生成效性激勵的程度;而通路成員間的權力關係的不對稱將會顯著影響激勵策略產生的效果,當供應商的權力大於經銷商時,則經銷商知覺雙方認同會產生成效性激勵的效果會降低。反之,經銷商的權力大於供應商時,則經銷商知覺雙方認同會產生成效性激勵的效果會提高。當供應商的權力大於經銷商時,則經銷商知覺雙方認同會產生優惠性激勵的效果會降低。反之,經銷商的權力大於供應商時,則經銷商知覺雙方認同會產生優惠性激勵的效果會提高。通路激勵策略的產生與作用,會受到通路成員間不同的治理機制及權力關係而影響,三者均可透過激勵策略而提升通路績效。但優惠性激勵策略的效益高於成效性激勵策略的效益。

In marketing environment of global competition, how to create the benignancy of “competing relationship” in the competition between the channel members for the building of the basis for cooperation and enhancing partner network capacity is very important. The different governance Mechanism uses for incentive strategy and improve channel performance. Power relationship is another important factor generated by the impact of incentive strategies effect.
This study investigated the impact of governance Mechanism and power relations in the pathway between the members of the incentive strategies to promote the channel performance. Trough the relevant literature review, this study consolidate in the past academic work and research, develop a theoretical framework of relationship marketing channels, select the smart phone industry marketing channel in greater Taipei area as study object, by the way of questionnaire survey method to collect the required information, and use structural equation model (SEM) of the industry between manufacturers and dealers.
The study found: Transaction governance Mechanism, Relational governance Mechanism, and Power relationship will have the significant effect of incentive strategy, improve channel performance; and the effectiveness of incentive strategy can be to enhance the channel performance.


中文摘要 i
英文摘要 ii
誌謝 vi
目錄 xi
表目錄 xiii
圖目錄 xiv

第一章 緒論 1
1.1 研究動機與問題 1
1.2 研究目的 6
1.3 研究範圍 7
1.4 研究流程 9
第二章 文獻探討 10
2.1治理機制 10
2.2交易治理機制 31
2.3關係治理機制 40
2.4權力關係 53
2.5激勵策略 58
2.6 通路績效 69
2.7交易成本理論 74
第三章 研究方法 81
3.1 研究架構 81
3.2 研究假說 83
3.3 研究變數的定義與衡量 92
3.4 問卷設計 98
3.5 研究對象與抽樣設計 98
3.6 問卷蒐集與回收分析 102
3.7 資料分析方法 103
3.8 效度與信度分析 105
第四章 資料分析與結果 111
4.1 樣本資料之分析 111
4.2 結構方程模式之建立與分析 115
4.3模式之假說檢定 122
第五章 結論與分析 129
5.1 研究結論 129
5.2 行銷義涵 135
5.3 研究貢獻 137
5.4 研究限制 140
5.5 後續研究建議 141
參考文獻 142
附錄A:問卷 176
附錄B:產業分析 181
附錄C:AMOS軟體簡介 195



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