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研究生:鄧靜宜
研究生(外文):Jing-yi Deng
論文名稱:從行銷策略聯盟觀點建立夥伴關係概念地圖-以某購物中心為例
論文名稱(外文):Building a Partnership Concept Maps Based on Marketing Strategic Alliance - A Case of A X Mall
指導教授:徐村和徐村和引用關係
指導教授(外文):Tsuen-ho Hsu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理研究所
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:2013
畢業學年度:101
語文別:中文
論文頁數:169
中文關鍵詞:模糊認知圖品牌概念地圖夥伴關係行銷策略聯盟敏感度模型
外文關鍵詞:Brand Concept MapsPartnershipMarketing Strategic AllianceFuzzy Cognitive MapsSensitivity Model
相關次數:
  • 被引用被引用:2
  • 點閱點閱:268
  • 評分評分:
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  • 收藏至我的研究室書目清單書目收藏:0
在動態競爭的市場環境下,企業結合各家公司成為合作夥伴,形成行銷策略聯盟的經營模式,此時,夥伴關係成為重要的議題。由於合作雙方往往因認知上的差異,使得夥伴關係產生影響,加上以往的研究較少以大型購物中心業主與其夥伴廠商的關係做為探討標的,故本研究在此方面進行探討。然而,大型購物中心的投資金額龐大且管理複雜,因此,如何引進合適的品牌廠商並建立堅強的夥伴關係,是購物中心業主的主要任務。
本研究針對某大型購物中心做為實證分析對象,從行銷策略聯盟的觀點,採用品牌概念地圖(Brand Concept Maps, BCM)的方法做為延伸,建構出夥伴關係概念地圖(Partnership Concept Maps, PCM)。此外,本研究配合模糊認知圖(Fuzzy Cognitive Maps, FCM),以探討概念地圖中各因素的因果關係,並採用敏感度模型(Sensitivity Model, SM),分析各項屬性因素的影響性。
本研究結果顯示,業主與廠商最直接的核心聯想分別有6個,其中就有4個認知相同(共同價值觀、目標一致性、關係利益、溝通),不同的是,業主較重視品牌信譽和誠信,而廠商重視未來發展性。另外,從敏感度分析發現,改變夥伴關係的關鍵因素也不同,業主認為是溝通態度,而廠商認為是品牌信譽。
本研究透過檢視雙方在夥伴關係上的認知差異,作為大型購物中心業主與夥伴廠商之參考,進一步具體研擬夥伴關係的管理策略,提供有價值的洞察力。
In a dynamic competitive business environment, various companies adapt a marketing strategic alliance managing model that combining with other companies to become partners. The relationship between partners is worth to be noticed. Due to the fact that partners have different cognitions, their relationship will be swayed. In addition, there were few studies that took place in large-scale malls owners and their partner companies as the research subject. It is no doubt that the investment of large-scale malls is with the greatest amount and the management is the most complex. Therefore, the main task for a large-scale mall is that how to introducing appropriate brands and building a solid partnership with partner companies.
This study takes a mall as the case, extending Brand Concept Maps (BCM) to conduct Partnership Concept Maps (PCM). Furthermore, this study combined with Fuzzy Cognitive Maps (FCM) to investigate the partnership factors of causation, and using Sensitivity Model (SM) to analyze the various factors of influence effect.
The result shows that there are six direct core associations. Out of the six direct core associations, there are four same cognitions (shared values, goal consistence, relationship benefits, and communication). The difference is that large-scale mall owners pay much attention on reputation, commitment and trust; however, partner companies respect future development. Moreover, the key factor of partnership is different based on sensitivity model, large-scale mall owners pay much attention on communication attitude, and partner companies respect reputation.
This study surveys the partnership cognition differences, and providing valuable contributions on partnership management strategies forlarge-scale malls owners and their partner companies.
中文摘要I
英文摘要II
誌謝IV
目錄V
表目錄VII
圖目錄VIII
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 研究重要性4
第四節 研究範圍及流程5
第貳章 文獻回顧與探討7
第一節 行銷策略聯盟7
第二節 夥伴關係11
第三節 夥伴關係影響因素15
第四節 關係品質27
第五節 品牌概念地圖32
第六節 模糊認知圖36
第参章 研究方法39
第一節 研究觀念39
第二節 研究操作步驟40
第三節 研究名詞定義45
第四節 研究樣本及資料蒐集方法46
第五節 資料分析方法50
第肆章 實證分析56
第一節 產業概況56
第二節 資料樣本描述63
第三節 資料處理71
第四節 繪製夥伴關係共識認知地圖77
第五節 模糊認知圖與敏感度模型91
第六節 研究結果103
第伍章 研究結論與建議108
第一節 研究結論108
第二節 管理意涵111
第三節 研究貢獻118
第四節 研究限制與未來研究方向120
參考文獻122
中文文獻122
英文文獻122
附錄131
中文文獻
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