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研究生:林哲宏
研究生(外文):LIN, JHE - HONG
論文名稱:探討大盤商生存的核心價值與零售商關係之影響 - 以高屏地區衛浴業態為例
論文名稱(外文):A Study of Core Value influence From Wholesaler and Retailer - As an Example of Bathing and Toilet Industry in Kaohsuing and Pingtung Area
指導教授:楊東震楊東震引用關係
指導教授(外文):YANG, DONG - JENN
口試委員:楊東震蔡璧如李銘義
口試委員(外文):YANG, DONG - JENNTSAI, PI - JULEE, MING - YI
口試日期:2013-05-19
學位類別:碩士
校院名稱:義守大學
系所名稱:企業管理學系
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:2013
畢業學年度:101
語文別:中文
論文頁數:82
中文關鍵詞:核心價值大盤商零售商衛浴
外文關鍵詞:Core ValuesWholesalersRetailersSanitary
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摘 要:今日在市場競爭激烈與變化莫測的環境下,大盤商與零售商的夥伴關係早已成為行銷致勝的關鍵。因此,大盤商與零售商為了加強競爭能力,改善營運績效,就必需要學習良好的密切互動,培養出彼此信任與承諾。如此一來;方能降低成本增進利益,共同實踐經營利潤,形成互利共生的供應鏈;並創造出上下游通路的核心價值,以保持大盤商與零售商雙方長久合作的關係。本研究擬以(1)「核心價值」(Core Values) 對於;(2)「交易成本」(Transaction Costs) 與;(3)「關係行銷與績效」(Relationship Marketing & Performance) 等構面之影響,來探討台灣衛浴行業大盤商生存的核心價值與零售商關係之相關因素,以反應個別治理活動之間的連結性,並且針對長久合作的模式進行分析,而提出相關的研究命題與結論。本研究屬於質性研究,以台灣衛浴業者為研究對象,特別以高屏地區的大盤商與零售商為凖,以「文獻分析」與「訪談個案市場」及「參與觀察」的方式進行資料蒐集,對兩間衛浴大盤商實施深度訪談,其發展出概念性之研究架構。探討大盤商與零售商在不同構面之間的影響。除了訪談批發商業者之外,本研究也依照文獻探討,所得出此研究架構的三項研究結果。研究結果歸納:(1)W大盤商間彼此雖採取競爭與合作的策略,但競爭的態勢居多,由於先前訂單移轉的懲罰性作為,對W大盤商衝擊過大,使同業間己有警惕,目前仍持續僵持中;(2)B買方對W大盤商的信任已不覆以往,但反而激起W大盤商的自我競爭力之策略概念的提升,改以產品市場定位策略為主要與B買方之合作取向;(3)W大盤商對於穩定之堅守市場價格,仍維持總體策略之規定,對B買方所能吸收的成本幅度,以不超出 10% 以上。

Abstract:Under the pressure of hyper-competitive and erratic behavior in the market, the marketing partnership between wholesalers and retailers has become critical in the business world. Therefore, in order to enhance the competitiveness and improve operating performance of the industry, emulating frequent effective interaction is a must for wholesalers and retailers to develop trust and commitment with each other. In this way ; Reducing costs to improve profit, a common practice in enhancing business profits and forming mutually beneficial symbiosis of the supply chain ; and creating the core values of upstream and downstream pathways, in order to keep the wholesalers and retailers in a long term cooperative relationship. This study intends to elaborate on (1) "Core Values" with regard to ; (2) The "Transaction Cost" and ; (3) "Relationship Marketing & Performance" such as the dimensions effect, to explore related factors of Taiwan’s sanitary product market and the core value of relationships with retailers, to reflect the individual links between governance activities, theorizing on long-term cooperation modes to analyze, and putting forward a relevant research thesis and conclusion.In this qualitative study, the sanitary products industry in Taiwan was the main focus of research, especially wholesalers and retailers in the Khaosiung and Pingtung Area. The authors proceeded with a "literature review", "interview case market", and "participant observation" approach to data collection and the implementation of in-depth interviews of the sanitary product market between two suppliers and finally, the development of the conceptual research framework. The interaction between the wholesaler and retailers result as an isomorphism. Besides interviewing members of the wholesalers industry, this study obtained from the research framework, three pertinent research result.The result can be summarized As : (1) Although the W wholesaler is taking competition and cooperation strategy between the wholesalers, the competitive situation continued due to the prior orders migrated punitive act. The impact to the W wholesaler is too large, so that the same industry has been aware of this circumstance and stalemates continue ; (2) The trust from Buyer B is not like how it used to be towards the W wholesaler, but instead provoked W wholesaler to position itself to enhance the competitive strategy. The Buyer B’s marketing orientation shifted to the product market positioning strategy as the main orientation ; (3) In order to stabilize the market price, the overall strategy of the W wholesaler remains the minimum requirements of the 10% cost increase to the B buyer.

目 錄
謝 辭 I
中文摘要 II
英文摘要 III
目 錄 IV
圖 目 錄 VII
表 目 錄 VIII

第一章 緒論 01
1.1 研究背景與動機 01
1.2 研究目的 02
1.3 研究流程 03

第二章 文獻探討 04
2.1 台灣衛浴設備的大盤商與零售商 04
2.2 核心價值理念 05
2.3 交易成本理論 14
2.4 關係行銷與績效 16
2.5 台灣衛浴之業態 24

第三章 研究方法 31
3.1 研究架構 31
3.2 研究問題 32
3.3 研究項目之參考文獻 32
3.4 研究對象與調查方法 33
3.5 信度與效度分析 34

第四章 台灣衛浴市場之實證研究 36
4.1 台灣衛浴行業的核心價值 37
4.2 台灣衛浴行業的交易成本型態 40
4.3 台灣衛浴行業的關係行銷與績效型態 43

第五章 研究結論與建議 49
5.1 研究結論 49
5.2 研究建議 51
5.3 管理意涵 52
5.4 研究限制 54
5.5 未來研究建議 55

參考文獻
中文部分 56
英文部分 57

附錄
附錄A 個案訪談資料 63
附錄B 個案訪談資料 67

圖 次
圖 1-1 研究流程圖 03
圖 2-1 核心價值之作用圖 07
圖 2-2 Etgar之權力修正模型圖 21
圖 2-3 衛浴通路流程模式 27
圖 3-1 概念性研究架構圖 31

表 次
表 2-1 台灣主要衛浴品牌之銷售通路分析 25
表 2-2 (2006)年上半年大陸出口衛生陶瓷的企業 29
表 2-3 衛浴相關產品之主要出口貿易國及其總值 30
表 3-1 本研究項目與構面之參考文獻 32
表 4-1 受訪單位與人員清單 36
表 5-1 通路商回應整理表 49


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