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研究生:謝博成
研究生(外文):Bo-Cheng Shie
論文名稱:海運供應鏈聯合行銷整合成功因素
論文名稱(外文):The Study of Integration Success Factors of Maritime Supply Chain Co-Marketing
指導教授:倪安順倪安順引用關係
指導教授(外文):An-Shuen Nir
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
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:75
中文關鍵詞:海運供應鏈知識分享行銷能力協同合作績效
外文關鍵詞:maritime logistics supply chainknowledge sharingmarketing capabilitycollaborationperformance
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  面臨全球化的發展趨勢,海運產業勢必提供更多樣且更完善的運輸服務,透過海運產業水平及垂直整合,將內部及外部企業主要商業功能及商業流程鏈結以形成一個具有凝聚力及高性能的策略活動以取得雙贏的局面。本研究是以海運供應鏈夥伴進行聯合行銷之整合為基礎,探討夥伴間知識分享是否提升彼此行銷能力及協同合作程度,進而提升海運供應鏈夥伴間的營運績效。透過因素間的鏈結,將有助於整個海運供應鏈的整合。

  本研究調查對象為台灣地區海運產業組織,透過郵寄問卷方式,針對基隆港、台中港、高雄港、花蓮港,以及船舶運送業、船務代理業、海運貨運承攬業、物流與裝卸業者進行抽樣。總共發出 700 份問卷,回收 247 份,其中有效問卷共 210 份,有效回收率30%。

根據原始資料進行敍述統計分析、因素分析、信度分析、多元迴歸分析等方法進行驗證,並將其結果用來檢驗本研究所提出之假說是否成立。利用多元迴歸分析,結果顯示知識分享及行銷能力顯著影響協同合作,知識分享正向影響行銷能力,而協同合作也會正向影響績效。

  透過多元迴歸分析,顯示海運供應鏈夥伴行銷能力主要受到供應鏈知識分享活動影響,知識分享活動有助於提升行銷能力的發展;海洋運輸鏈夥伴若願意彼此信任且不間斷的持續知識、資訊交流,讓彼此在協同合作上更加流暢,則可達到簡化流程改善整體績效之目標;海運供應鏈內部行銷能力越佳,愈能促進夥伴協同合作意願。因此,成功的協同合作關係可以改善供應鏈績效並提升服務品質。

  By Integrating both horizontal and vertical between different companies in shipping industries, link major business functions and business processes within and across companies into a cohesive and high-performing strategy activity to get win-win deal. The purpose of this study is to discuss the relationships among knowledge sharing, marketing capability, collaboration, and performance in maritime transport chain. Through the linkages between the factors will contribute to the whole maritime supply chain co-marketing integration.

  A total 700 questionnaires were sent to the managers of organizations in Taiwan maritime industries, including port authorities, shipping companies, agents, forwarders, and others. 247 responses were received, and 210 were found to be valid for a usable response rate of 30%.

The article uses exploratory factor analysis, reliability analysis for collected data. By using multiple regression analysis, the results of the hypothesis testing show that knowledge sharing and marketing capability have positive effects to collaboration, knowledge sharing has positive effects to marketing capability; performance is positive effects from collaboration.

  Based on the collected data and analyzed, we concluded that marketing capability mostly affected by knowledge sharing in the supply chain setting. Maritime transport partners are willing to trust and continuous exchange of knowledge, information, so that each collaboration more closely, to simplify the process to improve the overall performance of the target. Therefore, successful collaborations will lead to improvements in supply chain performance and raise service quality.

謝 辭...........I
摘 要...........II
Abstract...........III
目次...........IV
表次...........VI
圖次...........VII
第一章 緒論...........1
1.1 研究背景與動機...........1
1.2 研究目的...........2
1.3 研究內容與方法...........2
1.4 研究對象與範圍...........3
1.5 研究流程與架構...........3
第二章 文獻探討...........5
2.1 聯合行銷...........5
2.1.1 聯合行銷類型...........6
2.1.2 實施聯合行銷計畫...........6
2.2 知識分享...........8
2.2.1 知識分享定義及其內涵...........8
2.2.2 知識的創造...........9
2.2.3 內部網絡知識分享建立...........10
2.2.4 外部網絡知識分享傳遞...........11
2.3 行銷能力...........12
2.3.1 行銷能力的定義及其內涵...........12
2.3.2 行銷知識管理...........13
2.3.3 核心能力...........14
2.4 協同合作...........15
2.4.1 協同合作的定義...........15
2.4.2 協同合作與供應鏈之關係...........16
2.5 績效...........17
2.5.1 績效的定義...........18
2.5.2 績效管理及衡量...........18
2.5.3 海運供應鏈績效指標...........20
第三章 研究方法與設計...........23
3.1 研究架構...........23
3.2 研究假設...........24
3.3 研究變項操作性定義與衡量...........26
3.3.1 知識分享構面...........26
3.3.2 行銷能力構面...........27
3.3.3 協同合作構面...........27
3.3.4 績效構面...........28
3.4 問卷設計與資料蒐集...........28
3.4.1 問卷設計...........28
3.4.2 研究對象...........29
3.4.3 抽樣方法...........29
3.5 資料分析方法與工具...........30
3.5.1 敘述統計...........30
3.5.2 信度分析...........30
3.5.3 因素分析...........30
3.5.4 Durbin-Watson 檢定量(D-W值)...........30
3.5.5 多元迴歸分析...........31
第四章 資料分析...........32
4.1 樣本資料分析...........32
4.2 敘述統計分析...........35
4.2.1 知識分享敘述統計分析...........35
4.2.2 行銷能力敘述統計分析........... 37
4.2.3 協同合作敘述統計分析...........38
4.2.4 績效敘述統計分析...........39
4.3 因素分析與信度分析...........40
4.3.1 因素分析...........40
4.3.2 信度分析...........44
4.4 研究假設驗證與討論...........48
4.4.1 相關分析...........48
4.4.2 構面關係研究假設驗證...........51
第五章 結論與建議 ...........57
5.1 結論...........57
5.2 建議...........61
5.3 管理意涵...........62
參考文獻........... 64
附錄一 問卷調查表...........71
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